Wonderbly is the Dragon's Den company that sells personalised children's books.
The business was founded as Lost My Name and became known for books that incorporate a child's name into an illustrated story. Its pitch attracted attention because personalisation transformed a familiar children's-book format into a gift designed for a specific recipient.
The company later changed its name to Wonderbly as its product range and international ambitions expanded. It continued to use technology and online ordering to produce personalised books at scale, while retaining the emotional appeal of a made-for-one present.
Wonderbly is sometimes confused with ordinary book retailers or custom-printing companies. Its defining feature is story personalisation, not simply selling children's books or printing a customer's name on a cover.