Founders of Fairy Door form the Innov8 Creative Company
By Maurice Garvey
TWO founders of Clondalkin business The Irish Fairy Door Company, have launched a new company creating a range of innovative child development products.
Aoife and Gavin Lawler, formed Innov8 Creative Company after receiving backing from investors Niall McGrath and Tom Gannon, founders of Fulfill Bars.
Aoife and Gavin Lawler at their premises in Clondalkin
Having lived and breathed the hugely successful Irish Fairy Door Company experience for six years with co-founders Niamh Sherwin Barry and Oisin Barry, the Lawlers wanted to focus on other areas they are passionate about.
They maintain a shareholding in TIFDC but have no input into the daily running or decision making at the company.
Aoife’s background in social studies, writing and mental health, combined with Gavin’s sales, design and online marketing expertise, led to their new venture, which they set up in October.
“Gavin and I were bubbling with other ideas to bring to market for quite some time, so when the opportunity for us to go do our own thing came, we took it,” said Aoife.
Recently launched products are the Bye Bye Blankie, which helps kids gradually let go off their favourite keepsake, and The Rainbow Reward Squad.
The idea for Bye Bye Blankie came about when they used a family tradition to gradually decrease the size of a blankie for their youngest kid Jonah.
“Our difficulty was having to have the blanket seam stitched each time as neither of us had the skill of sewing,” she said.
“The Bye Bye Blankie has five stitched seams which allow for each blankie to be reduced in size at the child’s own pace.”
The Rainbow Reward Squad encourages kids to be more independent. It features a group of magical creatures who each have a life skill such as getting dressed, eating fruit and veg, brushing teeth, sleeping in their own bed and doing well in school.
The pair say their products have been endorsed by Parental Pathways, and they normally work for six months in concept/development phase to create a new product.
“We are always asking ourselves ‘how does this product help?’ when we are in the inventing phase,” said Aoife.
“This element to every product is more important than any other. We call it conscientious commerce.”
Gavin said they are excited about what’s next.
“With the two guys behind us, bringing all their experience and market knowledge, we look forward to making some really cool products,” he said.
Innov8 have secured distribution in Ireland and the UK, and their products are sold in Arnotts, Mothercare, Smyths and available online.
For further information visit www.byebyeblankie.com, www.rainbowrewardsquad.com or their Facebook and Instagram accounts.
