For children's brands

Thomas writes your content. You run the brand.

Blog, emails, social and product pages — in your voice, every week. Built for children's brands.

Free · he writes a week of content just for you

A letter from Thomas · his first Thomas has written to you for the first time.

I've planned next week.

ARTICLE Stomp, swoop and crawl: a Halloween movement adventure for little creatures Children don't sit still when they pretend to be something else.

EMAIL Turn pretend play into a full-body Halloween activity When a young child pretends to be something, she doesn't just say it.

01 Halloween Movement Can Be a Story, Not a Workout A child who's told to stomp like a monster will do it for about ten seconds. But tell her the bridge is crumbling behind her, and she'll keep going for as long as the story lasts. That's the difference between themed movement and motion that lives inside a narrative. And it matters, especially at Halloween, when the characters and settings are already vivid enough to carry a whole adventure. Most Halloween movement activities work as a list — stomp like a monster, fly like a bat, slither like a snake — each one a standalone instruction, disconnected from the last. Your child does the action, w

02 Why Creature Play Builds Big Body Skills Children move like animals without being asked. They crouch, crawl, hop and stomp their way through the day, trying on one creature after another. What looks like pure imagination is also physical practice. Each animal asks the body to do something different. A frog hop builds leg strength and balance. A bear crawl loads the arms and coordinates opposite limbs. Slithering across the floor works the core, while stomping demands weight transfer and control. That variety matters. A child who runs everywhere is using roughly the same muscles in the same pattern. Creature play changes the movement

03 Adventure Silks Daredevil Orange for Pumpkin Rolling Paths Young children love rolling things. A ball, a stone, a conker - anything round gets sent down any slope they can find. In autumn, small pumpkins are perfect for this. They're satisfyingly heavy and lumpy enough to wobble off course, which is half the fun. A pumpkin run doesn't need much. A gentle slope, a pumpkin and something to mark where the path goes. That's where a length of silk comes in. Lay it on the grass or down a low bank and it becomes the track - a bright strip that says this is where we roll. Adventure Silks Daredevil Orange is impossible to miss against green grass or brown eart

04 Spider Crawling Is More Than a Spooky Game Children don't travel in straight lines. They crawl under tables, roll across floors and wriggle into gaps that seem too small. Movement that looks like messing about is often doing real work. Spider crawling is a good example. Your child walks on hands and feet with their belly facing up - the name says it all, though some call it crab walking. It's a movement most children try at some point, and harder than it looks. To hold that position, your child has to support their own weight through all four limbs at once. Their trunk has to stay steady while their limbs move. And they have to work ou

05 Adventure Silks Dark Mountain as Bat Wings and Shadow Caves Children are drawn to the dark. Not frightened of it - called toward it. A cloth draped over a chair isn't scary. It's a cave. Pulled behind them at speed, those are wings. Held up between a lamp and the wall, it throws real shadows. A dark fabric does something a bright one doesn't always manage. It hides things. The mood of a room shifts. An ordinary afternoon becomes somewhere else entirely. Adventure Silks in Dark Mountain is a single metre of fabric in a deep, muted colour. That's all it is. But because it doesn't look like anything in particular, your child gets to decide what it becomes

06 The Best Halloween Movement Invitations Leave Room for Child-Led Ideas Children don't need to be told how a ghost moves. Give your child a starting point - a spider, a witch, a skeleton - and she'll figure out the rest. She might crouch and creep, then swoop without warning. Before long, she'll find a way of moving you hadn't thought of, because she's solving the problem herself. That's the difference between a movement invitation and a choreographed routine. One tells a child what to do and when. The other gives her a character or a creature and lets her decide. The first runs out when the steps run out. The second keeps going as long as her ideas do. Halloween

07 A Little Halloween Movement Counts Children don't stop moving on Halloween. They walk to every door on the street, crouch behind furniture, jump at shadows, wriggle into costumes and dance when the mood takes them. None of that looks like a workout. But it doesn't need to. We sometimes carry an idea that movement only counts when it's deliberate - a class, a run, a session with a start and a finish. And when the week fills up with costumes and sugar and late bedtimes, you can feel like the active part of life has been put on hold. It hasn't. Your child has been on her feet all evening. She's walked further than she would on an

Daredevil Orange

Dark Mountain

Swashbuckling Frost

Heroic Forest

Steady content brings customers — but writing it is the job that never gets done.

Thomas thinks about your brand while you sleep.

Every night, Thomas dreams. He imagines how your site could be — and you wake to his ideas:

Three wooden fox figures on a red silk beside a blue silk river, with wooden deer and trees on green silk behind them — The cards, as they arrive each morningIllustration

A child kneeling on green silk places a small wooden deer beside a stag under a wooden pine tree, with a blue silk river behind — The cards, as they arrive each morningIllustration

You don't log in to Thomas. He comes to you.

He messages you in Slack when something's coming up and nothing is planned for it. You answer from your phone, without logging in to anything.

06:29

Thomasnow

Back to school is 2 weeks out

Nothing is planned for it yet. Want a series?

ThomasAPP06:29

Back to school is 2 weeks out

Nothing is planned for it yet. Want a series?

Plan a seriesNot now

ThomasAPP06:30

I'm thinking a short email sequence, three emails over two weeks:

Easing the transition: after-school play that helps them decompress
New routines, less chaos: small habits for smoother mornings and evenings
When they come home wobbly: support for the emotional side of settling in

Want me to propose them, or would you tweak the angles first?

alexis06:32

That's a great idea. Please make sure to write about making a ‘Starting School Scrapbook’ on one of those days.

ThomasAPP06:32

I've proposed the three emails, with the Starting School Scrapbook as email 2, grounded in your note about belonging being the real goal. It's waiting for your approval.

ApproveReject

ThomasAPP06:32

✅ Approved. Writing 3 pieces and adding them to your calendar.

One idea — a full week of content

Every week moves on a single thought.

Blog

Instagram

Newsletter

Product page

No photo for it? He makes one.

Thomas makes them from your product photos, with the same children from piece to piece.

A year from now

This time next year:

A year without a plan The same year with Thomas

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

365Instagram postsevery day

52blog postsFridays

52newslettersSaturdays

How many more subscribers is that — and how many sales?

The offer

See him write for your brand.

Thomas reads your site

And learns how you write.
He writes your first week

Next week's blog, email and Instagram posts, in your voice.

ArticleOne article

EmailOne email

Instagram Seven posts
It's yours to keep

Whatever you decide.

Your website Your email

From one toy founder to another

That 11pm version of you? I've been him. I grew 100 Toys on content — the blog, the newsletter, the Instagram, all of it mine, all of it after hours. It built the business.

When I sold it, the question stayed with me: why should only the brands with a spare writer get that engine? I made Thomas to do that work the way I would have done it — and he now writes for my own brand, Adventure Silks. I trust him with my shop. That is the standard he was built to.

— Alexis Ralphs, founder of Thomas · founded 100 Toys

Or book a walkthrough.

Hands down the most useful and informative resource for parents. Alexis writes in such an accessible way and his emails are so enlightening!!

— Hanna Rees-Jones