Mrs Pamela Tan has always been a big fan of board games. So when she became a mum and could not find games suitable for her children here, the 33-year-old took matters into her own hands.
The mother of three - aged two to five - imported games such as Go Away Monster and Speedy Eddy from the United States and sold them online at www.myfirstgames.sg. Prices start from $19.90.
"When I started playing with my son, and we could get him to take turns and carry out instructions, people told me I should import such games to sell," says Mrs Tan, who started the business in November 2010.
Like her, other parents in Singapore have identified online business opportunities related to the needs of their children. These Web stores sell anything from eco-friendly clothes and accessories, to toys and games. Some parents have even given up their jobs to go into the business full-time.
At least two mums have set up online shops catering to the eco-conscious. Ms Laurel Tan set up e-shop tinydipity.com this March so that her 2½-year-old son, Kyle, who has hyper-sensitive skin, has organic bibs and blankets.
Ms Tan, 33, whose husband is a private banker, ships the material from the United States and gets seamstresses here to sew the range.
She also sells organic clothing and accessories such as lunchpacks from Norway, Denmark and Sweden.
Best-sellers include organic bibs and blankets ($26 and $119) and PVC- and lead-free Beatrix NY backpacks ($66 to $83).