About us
Inspired by smiles
Buttery-soft bamboo and organic cotton for babies, kids and the grown-ups who love them. Made by a small family in California, for families everywhere.
Our story
Childhood should feel soft
Hugs & Giggles was created with one simple idea at heart: childhood should feel soft, joyful and full of love.
As families grow, it's the smallest moments that become the most meaningful. The sleepy cuddles before bedtime, the first giggles that fill a room, the quiet comfort of being wrapped in something warm and familiar. Those everyday moments are what inspired us.
We design thoughtfully crafted pieces for babies, children and parents who want clothing that feels as comforting as it looks: buttery-soft fabrics, playful prints, and details made for real family life.
Buttery soft
Bamboo and organic cotton that feel like a hug.
Made for play
Stretch, roomy fits and zippers that make changes easy.
Family first
Prints that match from newborn to grown-up.
Our mission
Turning ordinary days into cherished memories
We're more than a children's clothing brand. Every romper, swaddle and PJ set is designed to celebrate smiles, childhood and family, turning ordinary days into cherished memories.
Childhood is pure magic: a season of laughter, curiosity and endless wonder. So our designs are filled with playful prints, cozy textures and timeless charm, made to capture the joy of growing up and the love that surrounds it.
From the softest fabrics to the tiniest details, we craft with care, because these aren't just clothes. They're part of first giggles, wobbly steps and cozy cuddles.
What we stand for
Smiles, childhood & family
Three things guide every piece we make, from the fabric we choose to the last stitch.
Soft, certified fabrics
- 95% viscose from bamboo, 5% spandex
- OEKO-TEX® STANDARD 100 certified bamboo
- GOTS certified organic cotton French terry
- Tagless necklines, nothing scratchy
Designed for real life
- Two-way zippers and snaps for quick changes
- Snug sleepwear, roomy daywear
- Prints that match from newborn to grown-up
- Hand-drawn illustrations, made just for us
Come say hi
We're a small family team in California. Tag us in your photos, send us your sizing questions, or just tell us which print your little one won't take off.
- Ethically made
- OEKO-TEX® & GOTS certified fabrics
- Family owned in California
Our vision
A community of real families
"Inspired by smiles" isn't just our tagline; it's the heart of everything we do. Our world revolves around smiles, childhood and family: the little things that make life feel big.
We believe every child deserves to grow up surrounded by comfort, love and laughter, and that parents deserve to feel just as seen and celebrated. Rooted in kindness and crafted with care, we're building a community that celebrates real families, everyday giggles and the wonder of growing up together.
Meet our mascot
Bilbo the puffin
Bilbo is a warm, friendly and adventurous puffin who carries a magical lantern wherever he goes. Like his namesake from The Hobbit, he's wise, kind and quietly brave, the perfect companion for a child's journey.
He's never alone. Inside his lighthouse-shaped lantern lives his friend Sparkle, a little flame who lights the way whenever Bilbo faces something dark or unknown. Sparkle's glow guides him home and fills his heart with courage and hope.
Shop our favorites
It's no wonder our favorites are also our best sellers
