The personalised-book company Wonderbly was originally called Lost My Name.
Lost My Name created personalised children's books in which a child's name shaped the story. The company appeared on Dragons' Den in 2014, attracting attention for combining digital customisation with printed books designed for family gift-giving.
The business later rebranded as Wonderbly as its product range expanded beyond the original name-based concept. The new name reflected a broader catalogue of personalised books and products rather than one signature story structure.
The old and new names are easy to confuse because both refer to the same business at different stages. Lost My Name identifies the earlier company and its breakthrough product, while Wonderbly is the later brand name used after the expansion.