A decade of firing kids’ imaginations and creativity

In the latest edition of Marketing Derby’s Innovate magazine, we meet the team behind Cosy Direct – a company launched a decade ago to fire the imagination of kids and encourage creativity.

Ten years ago, Cosy was a fledgling business created by husband-and-wife Peter and Amanda Ellse.

Peter had just sold TTS Group – a hugely successful school supplies business – so that he could spend more time with his three young children, Christina, Sophia and Frank.

And the more time he spent with the kids, who were all under the age of three at the time, the more he recognised a need for ethical, imaginative play equipment, which would encourage outdoor learning and engage the youngsters.

Peter told Innovate magazine: “The more time I spent at home in the company of our children, the more I realised that there were very few opportunities for young children to get outside and enjoy imaginative play in the fresh air.

“I wanted to create a business which would help free up their imagination – and that of their parents, carers and teachers, too.

“Right from the start, it was my intention to get as many advisors, teachers and educators on board in developing, testing and improving our product range, while actively encouraging anybody to suggest new ideas for play equipment.

“They’re the ones who are ‘on the frontline’ so to speak. Each year, we develop 500 ideas with collaborators. Out of the 4,000 products available to buy via Cosy, half have been ideas which have come from said inventors – teachers, pupils, childminders, parents etc.”

The business has been a huge success – and an exciting future lies ahead for Cosy, which moved out of the city at the end of 2020 to a 60,000 sq ft building in the countryside, on the edge of the Derbyshire and Staffordshire border.

Peter said: “The vast outdoor space will allow us to grow the business and showcase exactly what we’re all about. It’s also a great place for a weekly spot of yoga!”

To read the full article in the latest Innovate magazine click here.