The start-up toy company ‘Technology Will Save Us’ is bringing creativity, inspiration and productivity back into the children’s toy market with its range of do-it-yourself building kits.
Founded in 2012, Bethany Koby’s initial discovery of a discarded laptop in a Hackney rubbish bin has quickly developed into a business that boasts over 30 designers, creatives and educators. Over 100,000 kits have been sold internationally, with more in development.
We’ve already seen initiatives to inspire more young people to explore coding and technology and as more companies follow suit, Bethany Koby’s co-founded business is contributing to an ongoing movement.
In an interview with Innovate UK, she describes the trials and tribulations of her success, and how she created an impact within the toy industry.
Changing the World of Toys
When she became a mother, Bethany says she grew to become “annoyed by the toy industry”.
What she found was a field still stuck in bland, unimaginative and strictly-gendered product designs. These frustrations lead to the idea for programmable, creative kits that any child could pick up and play with.
These ideas can be seen in the company’s products, which include a music kit for developing and amplifying sound, a wearable device that can be coded, and a Micro: Bot kit designed to allow the building of toy robots. The business has also worked with the UK’s largest after school club, Code Club, with the aim of developing digital skills for children.
Recent curriculum changes have made coding a necessary part of national education, opening doors for ‘Technology Will Save Us’ to bring its vision to as many children as possible.
Going from Strength to Strength
Since it was founded, the company has raised $1.8 million worth of investment.
It’s also partnered with the BBC and was awarded the Best Kids Tech CES Innovation award in 2017. Over 4’000 products are stocked worldwide and, in 2016, over $50’000 was raised for new Mover kits in two days.
What’s the Key to Entrepreneurship?
Having co-founded ‘Technology Will Save Us’ with her partner, Bethany says it’s definitely “not for everyone”. However, she does note that it’s the most intimate of relationships that requires a deep level of trust.
The decision has been a positive for both her and the growth of the company.
In addition, a key part of the process has been managing the demands of a start-up founder role while also being a mother. Bethany copes by keeping all of her various locations within walking distance of one another, forming a figurative triangle.
“The flexibility and sense of community” she outlines, “is really important to being able to be an entrepreneur and a parent”.
Prioritising the Journey over the Destination
Like many start-up founders, Bethany consciously sees the growth of ‘Technology Will Save Us’ as a progressive, long-term journey rather than a clear-cut course.
With plenty of ups and downs, and plenty of times where things seem impossible, Bethany stresses the need for a strong “certainty and focus”. Believe in what you’re striving for and stay motivated.
Ricardo Gonçalves, a User Experience Lead at the company, describes Bethany as “inspiring”. It’s no surprise that the team are able to stay motivated with continued growth and success looking likely in the future.
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