Toby Tiger was established in 1998 by designer ZoÃ« Mellor and named after her son. She has trained in fashion and knitwear and is a best selling author of childrenâs books! Her vision wanted to see children dressed in bold, simple and comfortable designs that were also stylish and affordable. Toby Tiger was named in Drapers Record Indicator (April 2005) as one of the top five kids t-shirt brands alongside Ralph Lauren, Diesel, Quicksilver and Timberland. Celebrity customers have included ZoÃ« Ball, Vic Reeves, Gwyneth Paltrow, Catherine Zeta Jones and Davina McCall.