Wonderbly was originally called Lost My Name before rebranding.
The company began with personalised children's books, including a story built around a child's name. The concept allowed buyers to create a book that incorporated the recipient's letters, making the product especially suited to gifts and birthdays.
Lost My Name appeared on Dragon's Den in 2014. The business later changed its name to Wonderbly as it expanded its personalised publishing range beyond the original name-focused product. That rebrand is why both names appear in accounts of the company and its television appearance.
Wonderbly is sometimes confused with general online book retailers because it sells books through the internet. Its defining feature is personalisation: the customer supplies information that shapes the finished story or product.