Former founder of 100 Toys. Now making Thomas for children's brands, and writing Play with Purpose for parents.
I make two things. One for children's brands, one for parents.
I grew 100 Toys on content — from nothing to seven figures in three years, almost all of it organic. That taught me two things: what small brands need to be heard, and what parents of young children actually find useful. I now make one product for each.
Thomas
He writes your blog, emails, social and product pages. In your voice, every week.
→ postwithpurpose.co.uk For parentsPlay with Purpose
Practical tools for the under-fives. More play, more independence, more fun.
→ alexisralphs.substack.comThomas writes your content.
Content is how small brands get found, and it's a treadmill. You know it works; you can't keep it up. Thomas does the writing — blog posts, emails, social, product pages — in your brand's voice, every week.
Three things he does that most AI writing doesn't:
- 01
He writes in your voice, not his. He learns it from your own writing. No default voice.
- 02
Parents finish reading feeling more confident, never less. No guilt, no “you've been doing it wrong”. That's a rule, not a tone.
- 03
He briefs you, not the other way round. You don't write prompts. He asks, you answer, he writes.
Built for children's brands without a marketing department.
For parents of the under-fives.
Play with Purpose is for you, not your child. It gives you a direction of travel: nudges, habits and play tools that help your child play more independently — things that work today, rooted in research and 13 years in the classroom.
No fluff. If a tool doesn't work, it's out.
On Substack there are five publications. Four follow your child's age:
- The Wonder Year Babies
- Start with the Child Toddlers
- Spring to School Preschoolers
- Screen-Free Saturdays Over-fives
The fifth, Patterns in Play, is a deep dive into schema play.
100 Toys was a shop, but what it ran on was writing for parents. When it closed I kept the two halves: the writing, which became Play with Purpose, and the engine behind it, which became Thomas. Brands get the engine. Parents get the writing.