Wonderbly changed its name from Lost My Name after appearing on the British show Dragon's Den.
Lost My Name was a personalised children's-book company whose products used a child’s name as part of the story. The business appeared on Dragon's Den and later rebranded as Wonderbly. The new name reflected a wider ambition to create personalised books and gifts rather than being tied to one specific product concept.
The company’s books are made by collecting details supplied by the customer and incorporating them into an illustrated story. This model differs from a conventional mass-market children’s book because the finished copy is customised for an individual recipient.
The earlier name is easy to confuse with the later corporate identity because many accounts of the pitch use “Lost My Name.” They refer to the same business at different stages. Wonderbly is the current name associated with the company’s international personalised publishing operation.