Invention and innovation studio
Making sensory things
Making things that kids love and grown-ups wish they had.
Sold in over 30 countries, we license our creations to leading manufacturers, publishers and media companies.
Latest creations
Our latest things to hit the shelves
Baby & Infant Toddler toy of the year 2026PlayTab™
An industry-first create-your-own busy board. A sensory smorgasbord of mix & match, move 'em all about tiles.
Abstractable™
Creativity is back on the table. Is it a bird? Is it a plane? No, it's fries! Duh.
Sensory Cards
A deck of developmental soft & squishy play cards for little hands, with braille and sensory activations for inclusive play.
Creatively commercial and strategically savvy
Our ideas are built to shine in the neighbourhood toy store, trend on TikTok and stand tall in a Walmart
The studio in numbers
Small studio, big reach
- 30+countries sold in
- 7licensing partners
- 7creations on shelves
How we work
Our invention process
24/7!
Ideate
We gather thousands of insights to fuel our ideas, mix in serendipitous eureka moments, then dive headfirst into the fun: sketching, tinkering, prototyping and playing, with plenty of glorious fails along the way.
Until it has that gut feel
Incubate
We refine, tinker, play-test and iterate until every concept becomes a unique, slam-dunk, no-brainer, “you gotta see this” commercial opportunity, with product, packaging, marketing and content ideas baked in.
Showtime
Pitch
Sizzles that shout, prototypes you can actually play with, and concept bibles that map the whole universe of an IP. Presented virtually, face-to-face, and on the floor at trade shows.
We imagine new worlds, stories and characters
360° IP
Our super power is creating concepts that form expansive franchises and multi-SKU ranges, thriving across physical formats and digital platforms: in the toy box, on the book shelf and on the screen.
Consumer products
We craft brands that scale from entry-level collectibles to hero products, so there's a hands-on adventure for every fan.
Publishing
Making things up is what we do, and stories do that best. Our concepts translate to picture books, chapter series and activity formats.
Entertainment
From bite-sized social shorts to epic long-form series, our concepts adapt to on-screen adventures.
Portsmouth, UK
From our sunny coastal invention studio, we create play-powered original concepts for toys, games and gifts
About the studio- Southsea, out of the window
- It's on the wall, and we mean it
- The sign that's always on
- The shelf of things that made it
- Where the tinkering happens
Join our pitch roster
Let's make things together
We're always excited to connect with partners on the lookout for fresh ideas. If you license new concepts, we'd love to add you to our pitch roster and share our latest things.
Contact the studio