Great Pretenders is a small but dynamic team that shares a passion for children, toys & female entrepreneurship.

Feeling disconnected from an industry that lacked imaginative, open-ended play, Founder & CEO Joyce Keelan set out on an ambitious journey to launch a brand that would deliver on her vision of innovative high value lifestyle toys. 35 years later, Great Pretenders is proud to be a company shifting the focus from toys made for traditional gender roles to open-ended dress-up that allows children to be whoever & whatever they dream to be. Anyone can put on a tutu, there are no rules with their products, only hours of imaginative play.

Great Pretenders is dedicated to preserving the planet through environmentally responsible business.  Sustainability means keeping the well-being of our company, customers and community at the forefront, without compromising the ability for future generations to prosper on the planet we share.