We Put the Magic Back Into Play

We created Frederick & Sophie to empower kids through imaginative play. We believe that kids lifestyle shopping is an emotional journey of fun and magic delivering the unexpected. With our story-driven kids retail brand, Frederick & Sophie, we deliberately move away from the traditional standards of big box retail while actively shaping the future of play and transforming the way kids and their grown ups shop.

Through a wondrous mix of storytelling and store, we inspire optimism and ignite imagination. We invite shoppers to enter a world built around and driven by the exploits of our shop’s precocious and irrepressible brand protagonists, Frederick and Sophie. Here you can explore a carefully curated selection of toys, board games, dolls, books, pajamas, bath & beauty, snacks & sweets, or indulge in F&S Storytime to read the Absolutely Amazing Adventures of Frederick & Sophie or to take a peek inside the Diary of a City Mom.


Frederick and Sophie are city-kids, best friends, and world travellers, who are not afraid of space pirates, fashionistas, spies or mad Michelin Chefs. Followed around town and toyroom by Wally, Frederick’s loyal and patient Newfoundland Dog, not a day goes by without a merry (mis) adventure. 


It’s an F&S World! You must absolutely skidder on and visit it.