Wonderbly is the name of the British Dragons' Den business originally known as Lost My Name.
The company began by creating personalised books for children. Its original name, Lost My Name, described its best-known story concept, in which a child’s name is reconstructed through an illustrated adventure. The business later rebranded as Wonderbly as its personalised product range expanded.
The rebrand is important because older reports and references may use Lost My Name while newer company material uses Wonderbly. They refer to the same business rather than two unrelated children’s publishers.
Wonderbly belongs to the wider personalised-gifting market, where a customer supplies a child’s name or other details and receives a customised product. That model differs from mass-produced children’s books, even though the company’s products are sold as books and gifts. The name change helps explain why both terms appear in coverage of its Dragons' Den history.