Piers Linney was the first Dragon to invest in the online personalised-story company Lost My Name.
Lost My Name, later known as Wonderbly, created personalised children's books in which a child's name shaped the story. The direct-to-consumer model used online ordering and digital production systems to sell a highly customised gift at international scale.
The company appeared on Dragon's Den during the period when Linney was an investor. His interest reflected the business's combination of technology, e-commerce and a product that could be marketed globally rather than relying solely on traditional bookshop distribution.
The brand later became better known as Wonderbly, which can make historical references appear to describe two different companies. Lost My Name was the earlier name used when the founders pitched the business on the programme.