Wonderbly was formerly known as Lost My Name after appearing on Dragon's Den.
Lost My Name created personalised children’s books in which a child’s name formed the basis of the story. The business appeared on the British programme and attracted investment from Peter Jones. Its proposition combined digital personalisation with physical publishing, allowing customers to order books tailored to individual children.
The company later changed its name to Wonderbly as its range expanded beyond the original name-based concept. The rebrand reflected a broader focus on personalised books and gifts rather than a single flagship product.
Moonpig and Not On The High Street are also British personalised or gift-focused businesses, which can make them easy to confuse with Wonderbly. They are separate companies. The key link in this question is the evolution from Lost My Name to the Wonderbly brand.