New Zealand’s Original Play Couch: Imagine, Build, Create

The Cubby

At The Cubby, they know how important play and imagination is for the brain development of a child. A proud, 100% family-owned New Zealand business, they bring you children’s furniture that is full of fun and adventure. Kids love to hide, build and create and it was through the lens of their own children that the idea grew to create a modular couch to inspire creativity and imagination. While raising their own children, they realised that the furniture was always used to create epic forts, huts and hideouts. Having a child on the spectrum, they wanted to gear their products towards supporting neurodiverse children and cognitive development. With their modular play couches, the possibilities are endless. Amy Williams talks to the Natural Parent Magazine about the inspiration behind The Cubby, the challenges they have overcome, and their hopes for the future.

The passion: What inspired you to set up your business? 

Our children definitely inspired the brand. The company idea came about during our first lockdown and continued and adapted throughout. Our products were specifically being geared towards supporting neurodiverse children and cognitive development. Through having a child on the spectrum who loves to hide and make forts, we decided to bring a product here to inspire creativity and imagination. Seeing our children thrive through critical thinking and fostering mental growth, we just knew so many children and families could benefit from this, while making memories at the same time.

The launch: How did you start out in the beginning? 

The beginning was definitely challenging, testing the waters of our market and seeing what worked and what didn’t. We originally imported from China alongside other products, but this became challenging to keep up the demand. Also, there was the unexpected wait time for our customers, which we have now made shorter due to having it made here.

The innovation: What was the biggest breakthrough for you with your business? 

Re-designing the Cubby and making in it New Zealand means that the custom idea is a great option for families, as they can pick their colour and it is made specifically for them. Adding swatches of our fabulous fabrics was a big hit and an exceptional and needed option for choosing your colour and fabrics. We also have some amazing new cushion designs and shapes launching in 2022. Our outdoor sets take it to the next level, adding the advantage of versatility, especially with the New Zealand climate and weather! It can be used outside in harsh elements while still creating amazing builds and having loads of fun in the sun.

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