Lost My Name was the British Dragons' Den business that sold personalised storybooks using a child’s name.
The company created books in which the letters of a child’s name helped shape the story. Its original brand name, Lost My Name, described the central premise of the first product and became widely associated with personalised children’s publishing.
The business later changed its name to Wonderbly as it expanded its range of personalised books and products. That rebrand creates a common mix-up: Wonderbly is the later corporate and consumer identity, while Lost My Name is the name used for the earlier Dragons' Den-related business.
The question asks for the original business name, not the later brand. Both names refer to the same publishing venture at different stages of its development.