BOX OF TRICKS
Feb 22, 2022
3 minutes
Written by Lucy Evans
ayley Madden and Emma Dobie’s kids’ primary school competition gave them the first spark of an idea to start a company together. “It was to see who could get the most items into a matchbox,” recalls Emma. “Hayley didn’t exactly cheat (she says), but as well as physical objects, concepts were going on the list too. Her son did not win the competition, but I loved the humour and crazy ideas.” A couple of years later in 2013, Emma suggested turning the
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