Francesca noticed that her son's clothes were full of rockets and cars, while his baby sister’s wardrobe had only hearts, flowers and berries. Searching for more variety for her children, she struggled to find clothes with playful prints without gendered cuts or clichés. That experience became the catalyst for Playtime Prints, a brand built on the belief that clothes shouldn’t tell kids who to be; they should give them the freedom to express who they are.