We’re a small independent
family studio with big dreams
We mix fresh imagination with insight-driven ideation, all glued together with commercial strategy (and sometimes actual glue!)
Tom
Fi
Invention & Licensing
Brand & Digital
Ozzy
Chief Toy Tester
Making waves
Proudly based in Portsmouth - a historic innovative coastal island city. Just an hour and a half from London, we swap suits for wetsuits. Fun facts about our city:
📍 Packed into just 15.5 square miles (40 km²) It is the most densely populated city in England after London
👑 King Henry VIII’s Southsea castle sits on a vista of the shoreline
🇬🇧 Home to one of Britain’s most iconic design exports - the Anglepoise lamp
🌊 Host to the world’s only commercial passenger hovercraft service still in operation
🍌 And while our port imports the most bananas in the UK, we try to export the most ideas 💡
Never not making
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Never not making •
Categories we play in
Activity / Fashion
Baby & Toddler
Games
Collectables
Plush & Animatronic
STEAM
Dolls
New 360° IP
Active & Outdoor
Our invention process
Ideate (24/7!)
We gather 1000s of insights to fuel our ideas - we mix in serendipitous eureka moments, then dive headfirst into the fun - sketching, tinkering, prototyping, and playing (with plenty of glorious fails along the way). With 360° brand thinking, we chase every angle and touchpoint, leaving no opportunity stone unturned until the magic sticks
Incubate
We refine, tinker, play test and iterate until every concept has that gut feel - transforming rough ideas into unique, slam-dunk, no-brainer, “you gotta see this” commercial opportunities. We treat each concept as a whole world, with product, packaging, marketing, and content ideas baked in - ripe to launch and scale on a global stage
Pitch
Showtime! We craft everything needed to bring an idea to life - helping stakeholder buy-in and expediting R&D teams. Sizzles that shout, prototypes you can actually play with and concept bibles that map out the whole universe of an IP. And when it’s time to share, we’re there - presenting virtually, face-to-face, and on the floor at industry events and trade shows
Awards
2025
Astra
Best Sensory Toy
2024
Toy Insider
Top 20 Hot Toy
2020 | 2021 | 2022 | 2023 | 2024
Mojo Nation 100
Top 100 Creatives
Join our pitch roster
We’re always excited to connect with partners who are on the lookout for fresh ideas. If you’re seeking to license new concepts, we’d love to add you to our pitch roster and share our latest things!