Peeka & Co.

The Peeka & Co. Value Standards + Navigating Our Site

Posted by Anneliese Lawton
Why Use Value Standards? 

Here’s the truth: there are other marketplaces where you can buy toys. But there is no other marketplace that has been created to serve modern families and their parenting values. This is what sets us apart from the rest (not to mention our expert-backed workshops and blogs to support you every step of the way). 

Baby lays on their back holding a wooden grasping toy with mobile beads to promote dexterity

At the core of who we are is our Value Standards, a set of high-standard criteria that qualify a brand to be Peeka & Co. approved. Our vetting process involves asking our brand partners the right questions, so you can feel confident in the products you bring into your home.

What Are They?

Our founding team carefully selected eight Value Standards that they believe are most important to modern families when both shopping for and raising their children. Here are the standards that made the cut:

Mom-Owned: We are on a mission to empower women and advance equality. Just one of the ways we do this is by partnering with female and mom-founded brands. Shop credible, parent-loved, and mom-created play essentials. 

BIPOC-Owned: Black, Brown, Indigenous, and People of Color are underrepresented. We’re partnering with BIPOC-owned brands to create a more inclusive tomorrow. 

Give Back: Giving back is a core, fundamental business practice for Peeka & Co. Our brands meet this standard if they give back to a registered non-profit – it could be directly tied to each product sold, a one-for-one model, or a lump-sum donation. 

Clean Ingredients: Natural ingredients lead to safer play. Explore clean products with simple ingredients, free from toxins, phthalates, and parabens. 

Made in North America: Production that supports local craftspeople and employs workers based in North America. Discover a neighbors’ business, explore items crafted in your city or state, and shop brands close to home.

Ethical Production: Production practices rooted in the fair treatment and payment of employees. Shop brands with responsible practices every step of the way.

Child Development: From sparking imagination to refining motor skills and building vocabulary, shop products that support and promote a child’s learning and development. 

Expert Recommended: From pediatric occupational therapists to early childhood educators, explore brands that work with healthcare professionals and family-focused educators to develop their products and experiences. 

Navigating our Value Standards on the Website 
Young child sits over the Busy bags by Lily & RIver

Every product and brand on the Peeka & Co. marketplace has been aligned with our Value Standards. We make it easy to shop right from the homepage. You can access products by age, brand, or value right from our navigation menu along the top of the page. You can also filter our products by collections, for example: wooden toys, montessori, or gear. On every product page you will find a brand description, shipping information, Value Standards, and recently viewed products. To streamline your shopping experience even further, we’ve created a personalized Play Quiz to narrow down products perfect for the developmental ages and stages you’re shopping for. 

Have fun navigating our site – but if there are ever any questions, we’re always a quick message away. You can email us at if you need any assistance.