Hi, I’m Matt. A creative-directing dad of two who is on the never-ending quest to find new ways to keep the little ones entertained.

While we LOVE inventing stories together and role playing with toys, we don’t always find ourselves with the time (or energy levels) to properly put our all in to it. #HelloGuilt.

So, one afternoon as my eldest was tapping my laptop screen thinking it was a touch screen, we started a Google Slides and started making random shapes and patterns.

Next time he was tapping away, we made stories with ChatGPT — taking his initial ideas and bringing them to life in front of his eyes and ears.

Then most recently, as the John Lewis advert had just made its debut, we produced our very own Christmas songs. We’d pick a toy that was flavour of the month. A musical vibe to match his post-school mood. And some of his favourite things about the season (mainly the chocolate).

The look on his face whenever he heard his name sung or discovered the fate of the mince pie-eating dinosaurs, was all I needed to see that there was a magic of an idea in there somewhere. An idea that felt like it could do more than just spread a touch of Christmas joy, but also help support families who have the right to a safe, story-filled, festive home.

And a few weeks later, Elf Made Records was born.