Ed-a-Mamma expands product portfolio with launch of accessories, toys

India’s leading sustainable kidswear brand, Ed-a-Mamma by actor Alia Bhatt has expanded its product portfolio with the launch of toys and accessories.

The collection will include a wide range of sustainable toys and accessories for children including plush toys, dolls, sling bags, hair accessories among others.

The brand has collaborated with NGO Kalaa Sakhi to offer handcrafted hair accessories.

Commenting on the expansion, Alia Bhatt in a statement said, “At Ed-a-Mamma, our journey has always been about creating a universe where creativity, sustainability, and storytelling come together. As a homegrown brand, we’ve built a strong foundation in kids wear, and now we’re excited to expand that world with our new collection of toys, bags, and accessories.”

“Each new offering is designed to inspire young minds, spark their imagination, and nurture a sense of responsibility towards the planet. We can’t wait to see how these new additions continue to inspire our mini Planeteers,” he added.

The collection priced between Rs 799 ($9) to Rs 3,999 will be available for purchase on the brand’s website and retail stores across India.