A modern lifestyle brand redefining motherhood

Why we’re asking for experiences, not toys

I know you love our kids and miss them and want nothing more than to see their eyes light up with love for you.

I know you want to do something that enriches their lives and shows them the simple pleasures of childhood.

So please, dear family + friends, know that this message comes from a place of love: No. More. Toys.

Our kids don't actually need much of any "thing"—they just need our presence, consistent love and guidance.

But maybe your family has gotten here, too. Here's how it happened it ours—

Growing up, my father regaled our family with tales of his humble childhood—he only had a ball and a stick to his name and walked uphill to school both ways and wore the same outfits several times a week. He ate ham sandwiches (every day!) for school lunch and spent his afternoons playing games in his friends' backyards. It was a simple childhood.

But now, this loving grandfather started showing up to visits with armfuls of toys for our kids. He was a one-man Christmas morning, every time he visited.

It sounds like a four-year-old's dream come true—but when it comes to kids and toys, there truly can be too much of a good thing.

When grandpa would come bearing gifts, my kids would quickly open up one box— not even taking the time to enjoy or appreciate it!—before they'd spy the next out of the corner of their eye and aim to rip it open, too. It was like they had an endless appetite for MORE.

Meanwhile, grandpa was perhaps just living *his* childhood dreams—through our kids. He meant well, but he wasn't the only one dropping endless toys in our laps.

Add in excessively indulgent Christmases (they were the only grandkids on both sides.)

Drop in some birthdays.

Add a dash of family friends who can't help but send goodies along to the kids every time we see them.

Add in Happy Meal trinkets, birthday goodie bags, the occasional impulse buy at the checkout line.

Add in 'artwork' that seems to come from everywhere.

Add in stick collections and penny collections and rock collections. "But mom, it's my favorite orange rock!" (You can have a favorite orange rock?)

Our house was TEEMING with toys and stuff. There were half-finished puzzles (the pieces were always missing), books with pages torn out, block sets with essential pieces gone MIA and tent structures with nowhere to stand.

It was all of the work of having toys, but not enough space for the fun.

Most ironic of all? Our playroom was often unusable because—you guessed it!—the toys were E-V-E-R-Y-W-H-E-R-E and all over the floor, all the time. (No room to play.)

So when we packed up our home earlier this year to settle our family a few states away, we spent weeks doing what we knew we needed to do: We got rid of 75% of the toys we owned.

We brought—honestly—probably 50+ bags/ boxes of "stuff" (toys included) to Goodwill.

(We also got rid of 50% of our own personal possessions—clothes, books, cosmetics—and that felt awesome, too).

It felt amazing to ditch years of junk that had been holding us back.

It felt great to donate hardly-used toys to families that could use them.

And it has been absolutely incredible to see the impact of living with radically less—on me, our home, and especially our kids.

My four-year-old's reading skills have absolutely taken off.

My incredibly rambunctious three-year-old will sit on a couch and stare off into space, quietly contemplating the ending of Paw Patrol, or perhaps Particle Physics, or where do strawberries come from and why do they taste so good? (I consider this emerging introspection in him a major win.)

My one-year-old can be left in our new baby-proofed playroom with little fear that she'll discover some danger amid what used-to-be hundreds of toys. (There is one shelf of toys now, and they're all safe for her.)

I feel good about raising my children in a home that is orderly and purposeful.

I have more energy for work and myself because I don't have to spend all my free time dealing with a house jammed full of stuff.

And thankfully, my family is totally onboard. (It might be because I sent them photos of the dozens of bags and piles of giveaway toys—and they saw their hard-earned money in the 'donate' bin.)

So please, no more random toys for the kids, please. If you really really really want to get something for my kids, I have made a short list.

Here's what my kids really need—

  • New sneakers
  • Swimming lessons
  • An adult to look them in the eyes and talk about anything their little hearts desire (probably 'poop'-related jokes, if I'm honest—they're obsessed)
  • A weekend at grandpa's
  • Art supplies
  • Someone to bring them to the library to return their borrowed books—and get new ones
  • A trip to the playground
  • A movie night
  • Grocery store gift cards. (Real talk: these little kids eat more than I ever imagined possible.)
  • Someone to build blanket forts
  • Ice cream. (Seriously.) It might be messy and sugary but at our house—it doesn't last. Plus, ice cream leaves nothing but sticky fingers, brain freeze and innocent childhood memories—the best gift of all.


Who said motherhood doesn't come with a manual?

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[Trigger warning: This essay describes a woman's emotional journey with postpartum anxiety.]

I see you, mama.

I know you don't want to feel this way. I know you're terrified of everything in the world right now. I know you want to wrap your baby in a bubble and keep them safely in your arms forever. I know you can't "sleep when the baby sleeps" because you are too nervous to drift off in case they stop breathing. I know you don't want to let anyone near your little one because they could be carrying an illness. I know you've cried in the bathroom and begged for the voice to stop. And I know you love your child more than anything in the world.

I know because I was you.

I was in the 10% of estimated women who are affected by Postpartum Anxiety (PPA) but had no idea what I was experiencing. I worried about EVERY little thing but just brushed the fears aside, thinking this was just normal of first-time motherhood. But it was something more.

I lived in constant fear that my son was either going to get hurt or he was going to die.

It started the first week of being home from the hospital. I was so scared of SIDS that I actually googled "How much sleep do I need in order to survive?" I would only get two to three hours, not because my child was keeping me up, but because I was scared he would stop breathing and I wouldn't be awake to save him.

I would religiously wash all of his clothes with baby detergent and if I thought I mistakenly used regular detergent, I would rewash everything. I was afraid he would get a skin rash if I didn't. If my husband had the slightest hint of a cold, I would banish him to the guest room and handle all of the baby duties on my own until he was fully recovered.

I would wash and rewash bottles because I was afraid they weren't clean enough and convinced myself if I didn't then he would catch a rare illness. When we supplemented with formula, I wasted multiple cans because I was so scared I didn't measure it correctly, so I would dump it and start over.

I didn't want to be this way. I didn't want to let PPA be the thief of my joy, but anxiety doesn't care who you are or what you've been through. I knew my previous miscarriages attributed to my PTSD, which manifested into anxiety.

I knew I needed help.

I cried so many nights as my husband and baby boy slept because I just wanted to feel "normal." I didn't want to overanalyze every bump or rash or cough, I wanted to enjoy being a first time mom, but I felt like I was drowning.

On top of the anxiety was guilt. I had wanted this baby so badly—I wanted to feel joy, happiness, and gratitude, and yet I felt overwhelmed, sad, and miserable. What was happening?

I would tell myself not to worry, I'd try to convince myself a regular cold was just a cold. But then a voice would come into my head and make me second guess myself. What if it was a serious infection and became fatal if I ignored it? So I rushed my baby boy to the doctor every time I thought something was wrong.

I went to the pediatrician over 20 times in my son's first year of life. One time I went because I thought he had a cancerous mole, which turned out to be a piece of lint stuck to his hair. I felt like I was losing control of myself.

Eventually, when my son was 3 months old, I went to a therapist for help. I needed someone to hear me and give me the tools to overcome this. I am not without daily anxiety, I still have many fears and I have to bring myself back to reality, but I work on it every day. I cope and I make an effort to continue with my therapist so I can beat this.

Even though this topic is hard to write about, I have no shame in my story. Carrying a child is hard, giving birth is harder, and jumping onto the roller coaster of motherhood is one hormonal, wild ride.

Mamas, we are allowed to not be okay and we have every right to make that known. I wasn't okay and it took every ounce of strength I had to get myself out of the darkness.

If I could tell you anything about struggling with this, it is this: PPA is real, it is not normal, and getting help is okay. Do not feel ashamed, do not feel embarrassed, and don't for one second think you owe anyone an explanation.

Do not let a single person make you feel like you are less of a mother. You are a magnificent human being, a loving mama bear, and you will get through this.

I see you, and I'm holding space for you.

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Ready to bring a baby on board? Feelings of excitement can often be met with those of financial concern as you prep for this milestone. According to the U.S. Department of Agriculture, as of 2015, the cost of raising a child is $233,610—a number that can make anyone's jaw drop to the floor.

But before you start to worry, here are ways you can become more financially savvy before the baby is born:

1. Budget for healthcare costs

The cost of delivering a baby can vary by state, but suffice it to say it can be thousands of dollars. Castlight Health found that the lowest average cost of delivery was $6,075 in Kansas City, MO and the highest average cost $15,420 in Sacramento, CA. Costs are even higher for a Cesarean delivery.

The first thing you want to do is check your insurance and see what they will cover so what you will be responsible for. Then create a separate savings account so that you can cover any costs that you're on the hook for. You can set up automatic savings after each payday up until the baby is born to help assist with any healthcare costs associated with delivery.

2. Cut your expenses

Before the baby arrives, do a spending audit and see where you can slash some expenses. Free up any leftover money to help cover the increased costs that will come, such as food, clothes, and formula.

If you're struggling with how to do that, take a look at all of your expenses and write next to each either"want" or "need." Look at your "want" list and see which expenses are ones you can either eliminate or cut back on. If it doesn't bring you joy or add value, ditch it! You might even find subscriptions that you didn't know you had.

3. Go for second-hand goods

Of course, there are some things you definitely want to buy new for baby, but things like clothes and toys you can get second hand and save a lot of money. Your baby will grow so fast and buying new clothes every few months can add up. If your family members or friends have old baby clothes or toys they're willing to part with, it will save money and you can pay it forward down the line.

4. Look for sales or coupons

Clothes and toys are items that you can buy second hand, but products, like a car seat and crib are best new. You want to be up-to-date with safety and know what you're getting. Before going shopping, search for sales or coupons before you head out. A little research online can go a long way and save you hundreds.

5. Have a garage sale

If you need to make room for baby, it's time to get rid of items that you no longer use or need. Take all of the stuff you are planning to get rid of and have a garage sale to make extra money. You can also try selling online on Craigslist, Poshmark and OfferUp too.

Take the money you earn from selling your stuff and put it in your savings account earmarked for your baby.

6. Get a 529 plan

It's never too early to save for your baby's college. You can open a state-sponsored 529 plan which is a tax-advantaged savings account for education-related costs. Instead of asking for gifts or toys from family and friends, you can request money to go toward a 529 plan. It will be an impactful gift that will help your child in the future and help lessen the financial burden on you.

7. Prep now instead of later

Your whole world will change when your baby arrives, so in order to save money, time and stress, create a plan now. Is there a family or friend close by who can babysit if you need some rest or have to run an errand? Ask them now if they can help out.

Start preparing meals in bulk that can be in the freezer and easily made so you don't have to think about food. Put your bills on autopay so that you don't miss any payments and get hit with late fees. Know how long you can get maternity or paternity leave and understand how that will affect your income and budget. Getting all of this ready ahead of time can help you in the long run.

8. Purchase life insurance

While thinking about why you need life insurance can be a bit stressful, preparation is essential, especially when you're adding another member to your family. Life insurance will provide financial support if you had a loss of income due to something happening to either you or your partner.

9. Understand any tax benefits

The birth of your baby will affect your taxes, which can actually end up putting more money back into your pocket. Do some research online and see how a dependent will change your taxes in your state, such as new exemptions available. Or, find a trusted accountant or tax specialist in your area who can walk you through your options.

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We've had some struggles, you and me. In my teens, we were just getting to know each other. It was a rocky road at times, like when people referred to you as "big boned." I was learning how to properly fuel you by giving you the right foods. How to be active, to keep you strong and in good shape. I wish I knew then what I do now about you and what a true blessing you are. But that's something that has come with the gift of motherhood.

In my 20's, we became more well-acquainted. I knew how to care for you. After I got engaged, we worked so hard together to get into "wedding shape." And, looking back now, I totally took that six pack—okay, four pack—for granted. (But I have the pictures to prove it.)

Now that I'm in my 30's (how did my 30's happen so fast, btw?) with two kids, I'm coming to terms with my new postpartum body.

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If there are two things a mama is guaranteed to love, it's Target plus adorable and functional baby products. Target's exclusive baby brand Cloud Island has been a favorite destination for cute and affordable baby clothing and décor for nearly two years and because of that success, they're now expanding into baby essentials. 🙌

The new collection features 30 affordable products starting at $0.99 and going up to $21.99 with most items priced under $10—that's about 30-40% less expensive than other products in the market. Mamas can now enjoy adding diapers, wipes, feeding products and toiletries to their cart alongside clothing and accessories from a brand they already know and love.


The best part? The Target team has ensured that the affordability factor doesn't cut down on durability by working with hundreds of parents to create and test the collection. The wipes are ultra-thick and made with 99% water and plant-based ingredients, while the toiletries are dermatologist-approved. With a Tri-Wrap fold, the diapers offer 12-hour leak protection and a snug fit so parents don't have to sacrifice safety or functionality.

So when can you start shopping? Starting on January 20, customers can shop the collection across all stores and online. We can't wait to see how this beloved brand expands in the future.

Motherly is your daily #momlife manual; we are here to help you easily find the best, most beautiful products for your life that actually work. We share what we love—and we may receive a commission if you choose to buy. You've got this.

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