Two Birmingham mums have turned the shock of expensive first birthday parties into a thriving business. Tammy Cusack from Castle Vale and Rachel Stokes from Coleshill founded Kiddies' Kits, a bespoke soft play and toy hire company, after struggling to find reasonably priced party equipment for their own babies' first birthdays.
The business offers play tents, ball pits, tunnels and ride-on cars, with personalised setups including vinyl stickers featuring children's names and ages. Rachel also creates custom decorations for special occasions such as christenings and celebrations.
Gap in the market
Both women have backgrounds in education and special schools, with Rachel also working as a care manager. Their combined experience informs their understanding of children's needs and safety.
"We started the business last year when we were planning our own babies' first birthdays and we couldn't find anything we wanted to hire at a reasonable price," said Tammy. "We felt there was a gap in the market."
Expansion beyond private parties
Since launching in September 2025, Kiddies' Kits has grown beyond private parties to supply equipment to playgroups across Birmingham, Solihull, Staffordshire, Lichfield and Warwickshire.
Customers have praised the service. One mum said: "Both Tammy and Rach are lovely, helpful and really accommodating. I love that they are two mums, like me, trying to create something special."
Building a local business
The venture reflects a growing trend of parent-led businesses addressing local needs. By keeping prices reasonable and offering bespoke touches, the pair aim to make children's celebrations more accessible to families.
The business continues to expand its reach, supplying equipment to an increasing number of playgroups and private parties across the West Midlands and surrounding areas.
