Making Business Child's Play : How to Build a Winning Brand

Author: Jensen, Joanna

Business innovation

Published on 3 September 2025 by KOGAN PAGE LTD in the United Kingdom.

Paperback | 256 pages
138 x 216 x 15 | 312g

A behind-the-scenes look at how a simple idea born from a real need grew into a successful brand that transformed its category. Making Business Child's Play is your behind-the-scenes guide to building a purpose-led challenger brand that can take on even the most established names in FMCG. From product idea to market disruption, Joanna Jensen shares how she grew Childs Farm into the UK's leading baby and child personal care brand and what it really takes to do the same. With honesty, clarity and practical detail, Jensen walks through the key decisions, pivotal moments and tough lessons that shaped her journey. You'll learn how to navigate setbacks, build a scalable brand and grow with purpose in a competitive market. Whether you're launching your first product or scaling up with ambition, Making Business Child's Play shows how to turn your vision into a category-defining business. Themes include: challenger brand strategy, FMCG entrepreneurship, brand purpose, market disruption, startup growth, founder resilience