Child’s Play: The Burleigh-based kids brand approved by Oprah, Elmo and kids across the globe
The latest wellness frontier isn’t a new diet or workout routine – it’s setting the foundations early. Gold Coast business Mindful & Co Kids is advocating for the next generation to learn mindfulness through the power of play.
Studies continue to report increased rates of stress and anxiety across generations and youth counsellor Jacqueline Yeats knows all too well the true consequences of this growing issue.
“The confronting truth about mental health and youth suicide statistics in Australia truly struck home,” shares Jacqueline, founder of holistic wellness company Mindful & Co Kids.
For multiple years, Jacqueline had been working as a holistic wellness coach, helping her clients manage a range of issues through mindfulness-based techniques: “I saw firsthand the benefits of mindfulness in promoting emotional well-being.”
As a mother, Jacqueline would go on to teach these tools of mindful living to her young daughter. By prioritising this branch of wellness in her home, Jacqueline witnessed her little one grow better equipped to deal with childhood’s inevitable experiences of overwhelmment.
“I saw my daughter, during moments of overwhelm, hold the ability to self-soothe, regulate emotion, and practice self awareness, not just to herself, but to those around her, even our pet, Charlie.”
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By 2020, Jacqueline decided to help other parents do the same.
“I launched Mindful & Co Kids to address the growing need for mindfulness education among children… I wanted to create accessible tools for parents and children to use.”
Four years on and the brand has undeniably struck a chord with parents and kids across the globe. Jacqueline and her team have won several awards, multiple big-name retail stockists and even a place on Oprah’s Favourite Things. Twice.
A combination of psychotherapy and playtime, Mindful & Co Kids is home to an extensive range of mindfulness-focused toys and tools aimed at children. This includes the likes of child yoga mats and its best-selling weighted plush toys as well as puzzle games and fidget tools like its Patiences Pebbles.
“What sets us apart is our unwavering commitment to quality and our holistic approach to children’s wellness,” she adds.
“Our products are not only educational and fun but also deeply rooted in the principles of mindfulness and emotional intelligence.”
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The family brand is currently based on the Gold Coast where Jacqueline lives with her children. It was the region’s unique balance of family and industry that helped Mindful & Co Kids become a reality.
“The Gold Coast is a vibrant community that values health, wellness, and innovation,” explains Jacqueline. “It’s an inspiring environment to run a business that aligns with these values, and the support from the local community has been incredible.”
Whilst Jacqueline and her team of eight employees currently work from an office in Burleigh Beach, Mindful & Co Kids has evolved into an internationally recognised brand.
The company exports to the likes of the USA, New Zealand, Canada, Taiwan, NZ, UAE, the UK, and throughout Europe, with the product line stocked in major luxury retailers.
“Over the years, we’ve expanded our product line and established partnerships with major retail brands like Bloomingdales, Anthropologie in the US and we work with Luxury Hotel Chains such as The Ritz Carlton.”
The height of Mindful & Co Kid is best demonstrated through its most recent licensing deal with a hallmark of kid’s entertainment this year. “Our licensing deal with Sesame Street has also been a significant milestone, helping us reach an even wider audience,” reveals Jacqueline.
This partnership saw the legacy brand collaborate with Mindful & Co Kids on a range of yoga mats and puzzles, celebrating their shared passion for children’s learning and development.
Looking to the future, Jacqueline is on a mission to not only expand Mindful & Co Kids’ product but its market reach, bringing more communities this approach to early childhood.
“Our future plans include … continuing to innovate in the field of children’s mindfulness. We are also excited about launching a comprehensive online mindfulness course for children soon.”
Through this focus on early development, Mindful & Co Kids wants to make the life-saving techniques of mindfulness accessible to all.
“We believe that by integrating mindfulness into daily routines, we can empower the next generation to lead healthier, happier lives.”
