Sustainable, UK-produced cardboard craft sets unveiled as an antidote to screen-time for children
My Little World was founded by Richard Walkling and Tim Frost, and offers an innovative new craft product. My Little World are cardboard sets based on one of eight themes – Airport, Christmas Time, Emergency Services, Fairy Village, Space Station Foxtrot, Village High Street, and two Scotland landmark-based sets – My Little Scotland Nessie and My Little Scotland, with more in the pipeline.
Each pack, aimed at four to nine-year-olds contains 12 cards featuring characters, buildings and extras, which make up that particular world. The characters have names and short bios to spark the child’s imagination and the elements are double sided, with characters displaying different emotions on each side to enhance the play value
Also included are 12 colouring pencils and stands to hold the scenes. Once children have coloured in the images, their imaginary world can begin to take shape. Each set is also fully recyclable, packaging is all made from recycled cardboard, cards are made from paper responsibly sourced, and pencils are safety tested. Everything other than the pencils and stands are manufactured in the UK using card from sustainable sources and are 100% recyclable.
Founders Richard and Tim are well-placed to build the new brand into a commercial success. Tim is a talented illustrator who has worked on a raft of successful children’s animation brands including Peppa Pig, Hey Duggee!, Ben and Holly’s Little Kingdom, Moshi Monsters and many more. Also, a BAFTA Juror, Tim creates bold, appealing and instantly recognisable characters and has endless creativity.
Richard is a designer and marketer and has spent 30 years working with brands such as PlayStation and Yankee Candle creating promotional items, trade fair stands and marketing material. His expertise is in launching successful products and marketing them in the right way.
Both dads to two children, the founders’ idea for My Little World was born from a concern about excessive screen time for children, and a desire to create a product which encourages child-led play. They strongly believe that helping children explore the world and its wonders is a key role for parents and educators and My Little World cut outs have been designed as an ideal way to begin this process.
Richard explains: “My Little World takes a child back to basics of making up their own stories and adventures, join beautifully crafted characters on their explorations and experiences of the world.”
Tim furthers: “A child’s imagination needs to be fed, and creative play enhances their corroboration skills, their vocabulary and their knowledge of the world around them, asking questions of their peers and companions to increase inquisition and learning. My Little World will help to develop all of these skills and more.”