Sometimes the most overlooked feelings are the ones we carry every day—sensory overload, the need to retreat, a longing for quiet in a noisy world. It’s not always obvious until you watch a child curl up in a space built just for them, a space that answers nothing except the need to feel safe. The world isn’t designed for pauses, but people still need them. That quiet need is what led Alex to build something better. Ten years into bootstrapping Pods Play, a UK-based business creating immersive play spaces for children, he’s moving toward broader markets and digital connectivity—without leaving behind the product’s core purpose. As demand increases and margins improve, Alex faces the challenge of scaling a design-led product without letting go of its original mission.

“We had to redesign it two or three times just to reach the right price”

Alex launched PODS Play in 2014, shaped by his experiences with disability in his own family and in schools where he worked with autistic children. Early products focused on sensory regulation—quiet, enclosed structures that offered immersive light and audio. “There wasn’t anything out there that was interchangeable and created magic,” he says. But those first models were expensive. Large domes and complex construction made it hard to price for schools and families. After years of testing, he simplified the design. “Going straight instead of domed made everything cheaper—Every graphic skin glows better and it’s more reliable.”

That change unlocked something bigger: access. In recent years, PODS Play has expanded into the toy market. “We’ve always known it wasn’t just for children with disabilities,” he says. Now, interchangeable themes and app-connected stories make the product feel more like a platform than a toy. Each “pod” pairs with audio and ebooks for immersive storytelling. Families can buy new themes, download more stories, or simply use it as a calming reading corner. “We’re building connectivity between products—what you'd expect now, but adapted for 24V in a toy. It’s never been done before.”

“We're showing people it's an immersive space, not just a tent”

Until recently, PODS Play sold mostly direct-to-consumer. But after showing at Nuremberg Toy Fair and getting early distribution deals in the Middle East and Lithuania, Alex is shifting focus. “B2B is where we’re headed. Amazon is a big one too—80% of toys are sold there.” A new, lower-cost version of the pod will launch in time for holiday sales. For the first time, pricing works for mass retail.

Even so, he’s navigating without outside investment. “It’s just me. We work with freelancers and specialists—outsourcing Amazon, coding, engineering—but everything comes back through me.” Manufacturing is done in China, with quality checks done remotely and in person. Inventory management is tight: 3–4 months of stock on hand, with bigger component orders planned a year in advance. “We have to get loans just to bridge some of it,” he says. “One mistake on production and the margin’s gone.”

PODS Play is also trying to build its presence online—both for visibility and credibility. “It’s a cool-looking product, but we don’t have the following it deserves.” The team leans on influencer marketing and short-form content. Alex recently launched a YouTube series—“The PODSCast”—to give people a look behind the scenes and connect with other parents.

What makes this moment feel pivotal is that the product’s next version could unlock licensing, connectivity, and entirely new demographics. “We’re working on additional stories, in-app purchases, bolted-on features—things that grow with the child,” Alex says. But scaling brings tradeoffs. “If it ever stops being fun, I might sell it. But right now, I’m not ready to grow up.”

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