Behind The Brand

A soft toy company that began with a single sheep at UK shows has grown into an established name stocked by gift shops, toy shops and boutiques across the UK and Europe, while still selling directly to the public.

The first sheep was produced in 2005 and remains the company’s logo. Every toy is suitable from birth and carries the CE/UKCA mark, with the emphasis placed on quality and durability.

A regular fixture at trade shows

This year marks the brand’s 17th appearance at the trade show circuit, an event it describes as a catalyst for its growth and one it intends to attend year after year. Buyers heading to the stand can expect a preview of new characters, including a dolphin, shark and crocodile, alongside other additions to the range. The team is keen to point out that the toys need to be held to be fully appreciated.

From a bottle of wine to a business

The company began with a large bottle of wine and a big dream of owning a business, supported along the way by a small team that shares the founder’s slightly bonkers sense of humour. That team spirit, the founder says, is what keeps the work fun.

The hard early years

The early days were far from glamorous. The first eight years involved sleeping in a white van, travelling from county show to horse trial, working seven days a week and being hungry most of the time. Money was tight and the bank manager was never far away.

Sheer determination and hard work eventually turned things around, helped by a team that loves the brand as much as its founder loved creating it. Looking back, the advice the founder would give her younger self is to run like hell — though she is glad she ignored it.

What keeps it going

The biggest highlight has been creating products she is proud of and building connections that have come to feel like friends and family. That, she says, is what makes it not feel like work at all.