Great Pretenders creates imaginative dress-up clothing, accessories, and creative play items for children, toddlers, and babies. The brand highlights machine-washable costumes and notes that more than 80 of its products are handmade in Canada. Its collection is designed to encourage pretend play, with options for everyday make-believe, themed celebrations, and Halloween.

Product ranges include princess dresses and gowns, skirts and tutus, capes, cloaks, costumes, and outfits inspired by fairies, unicorns, pirates, mermaids, witches, wizards, dinosaurs, superheroes, and other characters. Children can complete their looks with jewelry, crowns, tiaras, headwear, hair accessories, wings, wands, swords, and shields. The shop also offers bags, purses, stickers, tattoos, cosmetics, bath bombs, journals, and pens, alongside swimwear, dolls, and gift cards.

Great Pretenders organizes products by age and size, and offers collections such as reversible capes, glitter-free dress-up, and adaptable styles for special needs. Customers can shop online, find sale items and bundles, subscribe to the newsletter, and choose express shipping; free shipping is offered on qualifying orders of $100 or more, with exclusions.