About Us

Blue Squid may have started in 2015, but our story with children began long before that.

Our founder, Paul, spent decades working with children and families — creating community projects, children's clubs and large-scale events in the UK and around the world. From high-energy live shows and creative activities to projects supporting children from disadvantaged communities, one thing was always at the heart of it all: creating safe, happy spaces where kids could have fun, feel valued and simply enjoy being kids.

After so many years working with children, creating a kids' brand felt like a natural next chapter.

Blue Squid was founded in 2015 with a simple idea: to create brilliantly fun products that encourage children to use their imagination, get creative and make happy memories.

We started small, selling our first products online. Today, Blue Squid has grown into an international children's arts and crafts brand, with our products enjoyed by families around the world.

But the question behind everything we create is still remarkably simple:

Family has always been at the heart of Blue Squid.

Paul and his wife Julie have four children, one of whom now works in the business and is helping shape the next chapter of the brand.

And then there are the six grandchildren — our unofficial Blue Squid testing department.

They're enthusiastic, creative and completely incapable of pretending to like something just because Grandad made it.

From face paints and hair chalk to craft kits, easels and creative activities, we make products designed to help children get stuck in, use their imagination and have fun.

We believe kids need opportunities to create, experiment and make a mess.

Sometimes the best memories are made around a kitchen table covered in paint and glitter.

Sometimes they're made at a birthday party with a slightly questionable tiger painted on someone's face.

And sometimes they're made when a child proudly holds up something they've created entirely by themselves.

More than ten years after launching, we're still a family business. We're still creating. We're still listening to parents.

And we still have a very demanding group of grandchildren testing our products.