“The programme helped us translate creative vision into investor language,” explains George Caton-Coult of Pop Paper City
//
“We’re building an online service that provides animations that inspire children to play along with toys, and through that play, learn something new,” explains David Smee, founder and CEO of Animazing Toys. “The company is built on the use of state-of-the-art AI voice and motion capture technology to slash the costs of animation production, and we wanted to first use this innovation to playfully teach children about animal conservation.”
By partnering with animal orphanages, Animazing Toys’ stories authentically teach children about an animal’s wellbeing and care, all while being entertained. “We use animal toys as the physical element of play. Our animations link them to real animals and allow children to play through their rescue, rehabilitation and release into the wild,” he explains. “While they play, they are learning a great deal about the animal behind the toy and covering a number of useful areas, including local languages.”
Founded in 2021, Animazing Toys is launching this planet positive service for young conservationists this year. Previously, Innovate UK funding allowed Smee and his team to create the first seven episodes of the brand’s animated animal stories piloted with children through a mobile app. These episodes have grown and iterated into their first online service. Focusing initially on the rescue of a baby African bush elephant, viewers can watch along with their matching animal toy over several weeks. Once the animal is fully rehabilitated, they’re even encouraged to sustainably recycle their toy, ready for their next adventure.
“It felt like a great opportunity to push ourselves to be more ambitious”
“It’s been a long but positive journey since incorporation, regularly working with families and charities to find the right path” says Smee of the company’s trajectory so far. “Our idea is now gaining market validation and traction, and we are exploring collaborations with zoos and charities, like the World Wildlife Fund, to sell our service alongside their own toys, while also giving customers an option for toy reuse.”
With a timely message and an engaging delivery method, Smee’s next step is to bring Animazing Toys to more users across the world working with toy retailers and manufacturers. To do that requires the creation of more animated stories, which in turn relies on further investment, a bigger team and more sector connections.
“One benefit of scaling and motivation will be to create greater awareness of the brilliant work our partner charities are doing” he says. “We got to a point where in order to advance we wanted to find opportunities to collaborate with businesses in the animation space and to learn from more people with expertise in children’s TV, who could help optimise our offering.”
This goal led Animazing Toys to Creative Enterprise: Investment Readiness, a hands-on support scheme designed to help screen-based businesses become investor ready. Through one-on-one mentoring, guest-led experience-sharing sessions and pitch practices, founders can unpick a range of key funding topics, demystifying the whole investment process and fast-tracking paths to growth.
“It’s helped me to think of ways to monetize the content we’re creating”
“It felt like a great opportunity to push ourselves and be more ambitious about what we wanted to achieve with our product,” says Smee on his reasons for joining the cohort. “We’ve joined a great group of entrepreneurs and investors linked to Creative UK – many of whom have gone through the process of getting investment funding previously.” He adds: “There have been several small pockets of expert knowledge that have really helped steer us in a more investable direction.”
One big takeaway has been to reposition the way Animazing Toys is pitched to new audiences. “When we started, we had a sales pitch to parents. Now, we are far more focused on the growth opportunity and return for investors,” says Smee. “I think anyone who believes they might need investment should apply to the programme, there are exited founders and experienced investors who help you evolve your pitch and give insight from multiple different angles.”
Over the six months course, Smee has achieved his key goals of expanding his network and making his company more alluring to potential investors. “I’ve been guided towards an advisor from the animation space and children’s TV through Creative UK’s network,” he reveals. “It’s also given me fresh ideas to monetize the content with alternative business models, giving the business more opportunities to succeed for investors.”
New skills aside, just being associated with this type of support has helped provide a level of assurance in the minds of potential backers or future collaborators. “Starting a new company is full of uncertainties, so it’s great to grab confidence boosts at every opportunity. Innovate UK funding was a good boost and being selected for the cohort continued that momentum. Sharing the room with so many innovative people in the screen industry has been a very positive experience,” he says. “I’ve gained some great insight and do feel significantly more investor ready, so I believe it has delivered on its initial promise.”