The personalised-book company now called Wonderbly was originally named Lost My Name after its Dragons' Den pitch.
Lost My Name created personalised children’s books in which a child’s name helped shape the story. The company appeared on Dragons' Den in 2014, where founders Tal Orpaz and David Cadji-Newby sought investment for the business.
The brand later changed its name to Wonderbly as its product range expanded beyond the original name-based concept. The rebrand reflected a broader focus on personalised books and gifts rather than one particular storytelling mechanism.
This is a naming question, so “Wonderbly” is not the answer: that is the later brand. “Lost My Name” was the company name associated with its Dragons' Den appearance and early growth.