Around one fifth of UK parents (17 per cent) say they actively seek British-made toys and clothes for their children.
The research by retail site www.loubilou.com also found that 43 per cent of parents who prefer to buy British say they do so because of 'better quality', while 33 per cent want to support local businesses.
Ten per cent buy for provenance, five per cent for patriotism and nine per cent cited other reasons.
66 per cent say they'd buy kids' products from independent labels if they were readily available, while 52 per cent say they have bought fewer branded goods in the past year.
Loubilou is the brainchild of Heath Kane, a father of two who became frustrated by the limited choice available from High Street retailers for his young children.
He undertook research prior to launching the site, and contacted 800 UK parents with one or more child under the age of 10.
Although it's currently only showcasing British products, Loubilou plans to extend into Europe.
Loubilou’s goal is "to level the retail playing field by providing small businesses with a platform, that allows them to compete with multi-nationals, as well as giving the consumer a much greater choice".
Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.