Webb was on the floor playing with his kids - plastic toys everywhere, half of them broken or ignored. Most were only used for a few days before getting tossed aside. As a father of four, he saw this pattern over and over. The excitement fades. The bins fill up. And then? It’s garbage day.

He started asking where it all goes.

Over 3 million pounds of plastic toys are thrown away in the U.S. every year. Most are non-recyclable. They sit in landfills for generations. They don’t break down cleanly - they become pollution.

Webb wanted to raise his kids in a world of meaningful play - not one cluttered with cheap plastic toys and passive entertainment. He was looking for something his kids could build, be proud of, and remember.

That’s where Playper began.

Playper makes toys that kids build, play with, and recycle. Every product is made from PlayperBoard®, a durable paper-based material engineered for kids. It’s printed with soy and vegetable inks, is toxin-free, and curbside recyclable. Parents often call it “cardboard,” but it’s stronger, cleaner, and built for play.

No plastic. No glues. No batteries. No landfill.

This is Buildable Storytelling - a mix of pretend play and hands-on learning that helps kids develop vocabulary, story structure, confidence, and fine motor skills. Our toys are designed to be shared, explored, and built together - between siblings, friends, and especially parents and kids.

We launched our first line - Curious Kingdom - with five products:

1. Castle Playset ($34.99): A 3-level, build-it-yourself castle with 7 characters, accessories, and optional AR features through a free app.
2. Catapult Playset ($24.99): A gnome launcher and character-driven playset. We like to say it’s “not a weapon - it’s transportation.”
3. Dragon Trainer Playset ($14.99): Includes Binky the Dragon, Connie the trainer, and Mateo the knight. Reversible grooming/feeding station with swappable trophy and faucet.
4. Story Starters: Princess Petunia Edition ($14.99): Vocabulary-building story cards plus a buildable character in armor, with a broom and a bunny sidekick.
5. Story Starters: Jasper the Jester Edition ($14.99): A second story card set featuring Jasper and his chicken.

Each perfect for the imagination of kids ages 3–9.

In development now:

• Plucky Pirates Banana-Rama Pirate Ship Playset
• Majestic Mermaids Coral Castle Playset
• Story Starters: Mermaid Pearl Edition
• Story Starters: Pirate Max Edition

Each product supports screen-free, open-ended storytelling that lasts beyond the first week. They're fun to build (especially together), satisfying to complete, and the playtime blossoms incredibly funny moments during playtime you'll not soon forget. Like Jonny here:

Most toys today entertain for a moment and end up in the giveaway pile. Playper flips that.

Parents love Playper for what it brings back into their homes - connection, confidence, and calm.

Many parents tell us they’ve started setting aside “Playper dates.” Kids and caregivers build together, laugh over story prompts, or just leave the sets out as quiet-time activities between screen breaks.

Our toys are simple enough for most kids to build on their own, but better shared. They become part of bedtime routines, playroom setups, and storytime rituals.

This is the IKEA effect: people value what they help create. When a kid spends 20 minutes building something, they treat it differently. They’re proud of it. And they want to show it off, not throw it out.

Earlier this year, Playper launched nationwide into over 600 Barnes & Noble stores with our Story Starters: Princess Petunia card set.

It was our first major retail rollout. Sell-through was strong enough that B&N expressed interest in a second order for the fall. That gives us momentum heading into the holiday season, when shoppers are actively seeking meaningful gifts for young kids.

We're also available on Amazon, ToysRUs.com, Walmart.com, Maisonette, and on Faire, plus in 50+ independent toy stores across the country.

Our business is already split across channels:

• 40% retail
• 60% online

Retail velocity has had a great start, especially in high-foot-traffic stores. With new SKUs and bundles rolling out, we expect Q4 to bring a major sales lift.

• Parents.com: Best Playset for Toddlers
• Play on Words (PAL) Award: Top 10
• Fast Company: World Changing Ideas Award
• Creative Child Magazine: Toy of the Year + Creative Play of the Year
• NAPPA Awards
• Toy Insider
• Mom’s Choice Awards

These honors tell investors one thing clearly: families want what we’re making. This isn’t a niche trend or a future possibility, it’s a real, growing movement, and we’re at the forefront of it.

• Webb Knudsen, CEO – Built Playper after leading ~$40M in investments through his family office (Knudsen Capital and private equity firm (Partnership Capital Growth). His time in consumer brands showed him what works - and what’s missing in toys.
• Michael Sala, Chief Product Officer – Former designer at LEGO, Mattel, and Spin Master. Led design for Star Wars LEGO, Thomas & Friends, and Paw Patrol.
• Jonah Stroh, Head Writer – Former Creative Producer for Paw Patrol and PJ Masks. Has helped shape storytelling in the most successful preschool shows of the past decade.
• Alex Gwynne, Lead Toy Designer – Engineer and paper toy expert who’s worked with Nintendo, Google, and more - with a specialty of making complex builds feel simple in kids’ hands.
• Susie Lecker, Advisor – Former Chief Brand Officer at Mattel and EVP at both Spin Master and Fisher Price. Helps us scale go-to-market and product strategy.

We’re also supported by:

• Former CEOs of Fisher Price, J.Crew, and Dell
• COO of Freshpet
• Head of Education Partnerships at Roblox

Larger toy companies are starting to talk about sustainability. But they’ve spent decades building their model around plastic. Some have committed billions to new materials - but the shift is slow, complicated, and often ends up looking more like marketing than change.

We were built for this from the beginning. Our unit economics don’t rely on plastic. Our products don’t rely on screens. And our brand is rooted in something deeper than novelty.

We don’t have to explain why we’re changing. We already did.

We work across two channels:

• Retail (Barnes & Noble, independent toy stores, specialty shops)
• Online (Amazon, Walmart.com, ToysRUs.com, Faire)

Retailers like Playper because it draws in parents looking for smarter toys. It speaks to education, creativity, and environmental values - all in one box. It’s also a conversation-starter on shelves, where staff can demo the build or show off the story cards.

Online, our early success has come with limited paid ads. We’ve leaned on organic growth and word of mouth. With capital, we’ll scale awareness through targeted digital ads, influencer gifting, and better storytelling across content and social.

We’re also well-positioned for the "kidult" trend. Many of our customers are adults buying for themselves or with their kids. Just like Pixar movies add adult-friendly lines, Playper toys bring in grown-ups who want to play too.

We expect to hit $500,000 in 2025.

Longer term, we’re projecting $10M by 2027, driven by:

• Barnes & Noble reorder and holiday expansion
• New SKUs and product bundles
• Increased investment in paid marketing
• Broader retail partnerships
• Strong gross margins and healthy COGS

2023 was our build year. We finalized packaging, validated the product, secured manufacturing, and improved the supply chain.

2024 was about traction. We refined messaging and updated packaging to stand out in retail environments.

2025 is about growth. We're launching at least 4 new products, and we've already secured our first licensing partner, Hidden Pigeon and have more to come.

Capital raised on Wefunder will be used for:

• Marketing: Paid ads, influencer gifting, content, social campaigns
• Retail promotions: In-store displays, sell-through support, demo strategies
• Inventory: Production runs, raw materials, fulfillment
• Working capital: Hiring, product development, operations

6.9% of funds go to Wefunder. The rest gets put to use immediately.

We’ve done everything so far with limited paid support. This raise lets us tell more people, in more places, why Playper matters.

“As a dad of four young kids, I see how fast childhood moves. Toys come and go - but the memories made through shared play last. Playper is about building toys that matter. Ones that kids help make. Ones that stick. And ones that don’t leave waste behind.” - Webb Knudsen, CEO & Founder

If you believe toys should teach more, waste less, and create better moments, this is your moment.

We’ve got traction, and we’re growing quickly, and we welcome your involvement.

Join us today. Let’s build something better!