Product Update

Is Lostmy Name Still in Business? (2026 Update)

Is Lostmy Name from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Lostmy Name today.

Dragons' Den IndexUpdated 17 January 20266 min read

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Lostmy Name pitched personalised children's books, printed with a child's own name woven into the story, and it went on to become one of the more commercially significant businesses ever to come out of the Den. It is still trading today, but not under the name that appeared on screen. The short answer is yes, it survived, and it did rather more than just survive.

The short answer

The business is still in operation, but it now trades as Wonderbly rather than Lost My Name. As the company expanded its library of personalised titles well beyond its original single book, it rebranded to reflect a wider range of products rather than one flagship story, and Wonderbly is the name you will find live and selling today.

This is a rebrand, not a closure. The underlying company that pitched in the Den is the same one operating now, just trading under a name that better fits a broader catalogue.

The pitch in the Den

Lostmy Name appeared in Series 12, Episode 2, in the kids and education category, pitching a personalised children's book, called The Little Girl (or Boy) Who Lost Her (or His) Name, in which a child's own name is woven directly into the story and illustrations, creating a genuinely individual keepsake rather than a generic print-on-demand gift.

The founders asked for 100,000 pounds in exchange for just 5 percent of the company, a notably small equity give-up that signalled strong confidence in the business's growth potential and its ability to raise further capital on better terms later.

The deal that got done

Piers Linney backed the business, putting up the full 100,000 pounds asked for the full 5 percent on the table, taking a small slice of a business the founders clearly believed was headed for something much bigger than a single Dragons' Den cheque.

That confidence turned out to be well placed. The company would go on to sell more than 600,000 copies of its debut title and build out a genuinely large, vertically integrated publishing operation with around 40 staff, printing and shipping books directly to customers rather than relying on third-party retailers.

Why the name changed

As the catalogue grew beyond the original title into a much wider range of personalised books for different ages and occasions, the founders felt the Lost My Name name no longer captured what the business had become. The company rebranded to Wonderbly to reflect a broader range of personalised storytelling products rather than a single flagship book.

That is a common and generally healthy sign for a growing consumer brand, not a red flag. Businesses that outgrow their original founding product often rebrand deliberately, rather than being forced to by financial trouble, and Wonderbly's continued operation and B Corp certification both point to a business still very much active under its new name.

Where things stand now

Here is the recap. Lostmy Name pitched in Series 12, asked for 100,000 pounds for 5 percent, and got exactly that from Piers Linney, a small equity stake that reflected real ambition for the business.

Today the company trades as Wonderbly, a certified B Corp still selling personalised children's books directly to customers. If you came here wondering whether Lostmy Name survived, it did, and it grew into something considerably bigger than the single-title pitch that appeared in the Den.

Why this is one of the Den's biggest hits

Personalisation was still a novelty in gifting when Lost My Name pitched, and the founders bet correctly that parents and grandparents would pay a premium for something a child could not get anywhere else. Selling over 600,000 copies of a single title is not a niche outcome, it is a genuinely mainstream retail success for a book that started as a small print-on-demand idea.

Building the operation vertically, printing and shipping in-house rather than depending on third-party publishers or fulfilment partners, also gave the company far more control over quality and margin as it scaled, which likely made the later rebrand and expansion into a wider catalogue considerably smoother than it would have been for a company reliant on outside printers.

Where to buy Lostmy Name

Still selling as of 17 January 2026. Check today's price and availability.

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See the full Lostmy Name deal breakdown and term sheet →