Welcome to the home of Prima Baby – where the magic starts!

We are proud distributors of some of the finest quality baby products in the world, into the South African territory.  As moms, and even grandmothers ourselves, we know how important it is to give your little one the best possible start in life……. and that is why all products brought in via our company guarantee quality, safety and beauty – because getting a gorgeous start is also important, right?

Prima Baby is based in Bedfordview, in the heart of Jozi.   As an affiliate of Prima Toys, one of the oldest toy distributors in SA, we understand playtime is as essential as eating, bathing, sleeping and cuddling – it’s what babies need. 

Whilst being all for the latest developments in the baby products world, we also enjoy a good dose of tradition and like to make sure our product ranges provide everything from high tech convenience to good old fashioned nostalgia.  There is no aspect of babyhood that we don’t provide for – from newborn to young child.

You can find our products everywhere – from some of the biggest retailers, to the smallest boutique baby stores across the country – and are continuously getting wider in our distribution reach.

Only a year old ourselves, we sometimes refer to Prima Baby as a baby itself, learning, growing and loving along the way.

We hope to be able to help you and your baby’s needs while we do so.

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Wanda created the company following the objective that Prima Baby is where service, passion, and beautiful, inspiring product meet – and there lies the Magic!  As a fore-runner in the toy industry for decades, there is no limit to the knowledge, resources and passion Wanda holds for toys and baby products.  A mom and grandmother herself, Wanda lives for the joy that comes with bringing children happiness.


Krystle loves all things to do with nature and children.  A happy, excitable person, she loves finding new exciting products to tell everyone about.
Krystle, a mother of one gorgeous daughter, is the go-to person at Prima Baby with regards all things sales.  Having been in the industry since starting her work journey, Krystle is one of the most product-based, knowledgable people in the baby industry.


Caroline has been in the marketing industry for 22 years – and thrives on learning new things every day.
With a passion for seeing concepts and campaigns grow from nothing, she is a huge art lover and does her best to be surrounded by it in every possible way. Serious about marketing, Caroline is most excited about the growths in the digital world and relishes any opportunity to grow her technology knowledge base. Personally, she is a huge fan of adoption and is planning on expanding her family soon.


A bubbly, fun loving person who is madly in love with babies.  Mbali loves music and sings sweet lullabies with her beautiful voice, in and out of church. Adventurous and with a soft spot for nature, she is crazy about the colour blue as it is associated with open spaces meaning freedom, imagination, wisdom and loyalty.  Mbali is one of the most knowledgable resources when it comes to baby travel gear and as the youngest member of the staff, is enjoying life being dedicated to her passions, friends and God.


Always smiling, always friendly, and a little bit crazy, Elizabeth is the perfect face to greet our customers here at Prima Baby HQ.  
Caring, soft, funny and passionate about babies, this mother of two is a hard-working administration assistant and receptionist who takes not only her job seriously, but also her style!
A keen go-getter and eager to help, Elizabeth is always willing to learn new things and throws herself in the deep end of every new adventure.  A true example of someone who lives out loud!