The online personalised-book company featured on the British TV show Dragons' Den was later renamed Wonderbly after previously being called Lost My Name.
Lost My Name created personalised children's books in which a child's name formed the basis of the story. The company appeared on Dragons' Den during the growth of digitally ordered personalised products, a category that combines software, data handling and physical fulfilment.
The business changed its name to Wonderbly as it expanded its range beyond its original signature book. The new name reflected a broader product strategy, including additional personalised books and gifts. The rebrand is why older coverage and company histories may use two different names for the same business.
Wonderbly should not be confused with general online greeting-card or gift retailers. Its defining feature is customisation: customers provide personal details, which are incorporated into the finished story or product. The company later became internationally focused, selling to customers in multiple markets.