Why This Case Study Exists
This is not a story about rapid growth or high sales.
It is a story about learning, listening, and understanding where a brand truly belongs.
Over the past twelve months, MnMCutesy has been shaped by real people, real feedback, and real moments. Some planned. Many unexpected. All important.
What followed over the next year helped me understand not just how the products were received, but who they truly resonated with.
Testing in Schools: What Children Showed Me
In 2025, I tested the MnMCutesy colouring book and plush characters with two local primary schools in Gateshead.
At South Street Community Primary School, the colouring book and characters were placed in the school’s Hub area, which children of different ages visit during lunchtime.
Teachers shared honest feedback:
- SEN children were more responsive, especially to the soft toys
- Younger children engaged with and enjoyed the colouring book
- Older children showed little interest
This was the first moment I paused and realised that something unexpected was happening.
At Caedmon Primary School, teachers highlighted several strengths:
- The book was appealing for younger children
- The message around healthy living was clear and easy to understand
- There was good variety throughout
- It was easy to colour in
- Colouring helped children relax, supporting mental as well as physical health
Together, these insights confirmed that the products were working, while also hinting at a deeper connection worth paying attention to.
Family Hubs: When Routines Started to Change
What I saw in schools made me curious about how the characters might fit into family life beyond the classroom.
During 2025, I donated 80 plush toys to three Family Hubs in Gateshead and Sunderland.
The toys were not simply being played with. They were becoming part of everyday life.
Parents and staff shared feedback that included:
- Helped with eating routines
- Supported bedtime and sleeping routines
- Encouraged imaginative play using food body parts
- Children recognised patterns in stitching and colour
These moments showed that the plush toys were offering familiarity and comfort in ways that mattered.
The Pop-Up Shop That Changed My Direction
In November 2025, I ran a two-week pop-up shop at Wallsend Forum Shopping Centre, supported by The Business Factory North Tyneside.
Those two weeks offered more insight than six months spent trading at markets.
One neurodivergent girl walked into the shop while her mum sat nearby. She explored the products independently, asked questions, and later returned holding a sticker I had given her. She proudly stuck it onto her jumper and showed it to me. The sticker on the jumper read, “Autism is My Superpower.”
That moment stayed with me long after the shop closed.
I also welcomed neurotypical visitors who browsed, asked questions, and showed interest. As a new and unfamiliar brand, turning that interest into sales was difficult. Many people were curious, but cautious.
What became clear was not that only neurodivergent people entered the shop, but that neurodivergent visitors often stayed longer, engaged more deeply, and connected emotionally with the characters and story.
Another visitor came in simply to praise the work. She spoke about how rare it is to see businesses built around helping children in meaningful ways. She shared her experience attending community events and working with children through face painting. She strongly encouraged me to book allotment and community events in 2026, explaining that vegetable and fruit characters like Myllo and Meluna would naturally belong in those spaces.
Hearing that encouragement from someone outside my immediate circle helped me see the brand from a wider perspective.
Learning Through Connection and Networking
Over the past year, I have attended multiple networking events and will continue to do so. These spaces have helped me listen, learn, and make valuable connections across education, wellbeing, and community support.
Alongside this, I participated in the FIRST Start-Up Awards 2025 in the Start-Up category, which offered further perspective on where the brand stood.
Each conversation helped shape how MnMCutesy shows up, who it serves, and where it belongs.
Building Under Real-Life Constraints
Behind the scenes, this journey has also been shaped by my own health. After twenty years in traditional employment, I had to step away in 2022 due to chronic health conditions.
Building MnMCutesy has meant wearing many hats while working within real physical and financial limits. This required reflection, adaptability, and a willingness to change direction quickly when something was not working.
Alongside building the brand, I continue to work as a community interpreter for NHS GP surgeries and hospitals, supporting medical communication on a small number of assignments each month since 2023.
These experiences continue to influence how I approach communication, inclusion, and trust.
A Clear Pivot, Made With Care
By this point, the pattern was difficult to ignore.
The neurodivergent connection was not planned. In the early stages of plush development, the intention was to create characters for neurotypical children. During early markets, people repeatedly suggested I connect with neurodivergent communities.
At the time, I did not fully understand why.
Looking back, it no longer feels accidental.
In December 2025, I made the decision to close ArtyAnt Creations LTD and continue trading as a self-employed brand under the MnMCutesy name. This structure supports a low-risk, sustainable approach and aligns more clearly with the brand’s mission.
I am not a SEN therapist or clinician.
I am a product developer who listens, tests, and adapts.
Looking Ahead to 2026
In Q1 2026, I will complete an Autism Awareness course with the Open University. While not accredited, it will strengthen my understanding of neurodivergent needs at a foundational level.
The intention is not to scale quickly, but to grow with care and accountability.
My focus for 2026 is trust.
I plan to reconnect with Family Hubs to explore how plush toys and simple habit trackers can support children with autism or ADHD in everyday routines.
The Reality of the Past Year
The past year was challenging, both mentally and physically.
There were moments of doubt and times I wanted to stop. When that happened, I paused, reflected, journalled, and returned to the reason I started in the first place.
Sales were limited.
Learning was not.
I now understand where MnMCutesy stands, who it serves, and what still needs work.
Conclusion
The past twelve months have been about discovery rather than speed.
Through schools, family hubs, pop-up spaces, and everyday conversations, it became clear that Myllo and Meluna offer comfort, familiarity, and connection, particularly for neurodivergent individuals, while remaining open and welcoming to all.
MnMCutesy is still becoming.
Its growth is intentional, community-led, and grounded in listening.
The next chapter is about building trust.
One connection at a time.
I want to say a sincere thank you to the schools, family hubs, parents, children, and community members who took the time to engage, share feedback, and trust me with their experiences. Your honesty, curiosity, and openness shaped MnMCutesy far more than any plan ever could.
