A Fingal Based Business Supporting Children’s Emotional Wellbeing Through Play and Storytelling
Snugz Play Limited t/a Snugz is a Malahide-based business, and a client of Local Enterprise Office Fingal, operating within the children’s wellbeing, early education and gifting sectors. Founded by Fiona Synnott and Lisa Gilmartin, Snugz creates products that help children understand and manage their emotions through storytelling, play and everyday family routines.
Drawing on over 20 years of combined experience across education, childcare and family support services, Fiona and Lisa identified a growing need for accessible, engaging tools to support children’s emotional development. This insight led to the creation of Snugz, a play-based brand designed to help families build confidence, connection and emotional awareness in everyday life.
The Snugz product range includes illustrated storybooks, plush companions, book and teddy combo sets and bedtime gift sets for children aged 0–8. Each product explores a different emotional theme and combines storytelling with practical, age-appropriate ways for children to understand and express their feelings. The debut title, Different is Magic – Jimbow’s Journey, features guided reflection questions developed with input from Clinical Psychologist Dr. Clíona Cosgrave and has received positive feedback from educators, play therapists and families. The range has since expanded with A Magic Net – Debbie’s Journey, which helps children understand and manage worries.
Since launching in December 2024, Snugz has gained strong early traction in the Irish market. Its products are stocked through national retailers including Smyths Toys, alongside a growing network of independent retailers, libraries and direct-to-consumer channels. The brand’s flagship character, Jimbow, was also featured on the Late Late Toy Show set, helping to increase awareness among Irish families.
The business has built further momentum through participation in key trade and consumer events including Showcase Ireland, Bord Bia Bloom and the Pregnancy & Baby Fair. As part of the Local Enterprise Office stand at Showcase Ireland, Snugz connected with buyers from Ireland and overseas, supporting both retail growth and export opportunities.
Snugz has engaged extensively with Local Enterprise Office Fingal throughout its development, availing of support including mentoring, training, a Feasibility Grant and a Priming Grant. The company has also participated in sustainability-focused initiatives including Green for Business and has implemented actions to improve sustainability and packaging practices as it continues to scale.
This progress has been recognised through Snugz being named one of six finalists in the Fingal Enterprise Awards 2026. The business continues to invest in new product development, intellectual property protection and international growth opportunities, with plans to expand its emotional wellbeing range and increase its presence in UK and international markets.
With a growing product range, expanding retail partnerships and clear international ambitions, Snugz is well positioned to continue its growth while supporting children’s emotional wellbeing through storytelling and play.
For more information about Snugz, visit their: Website Instagram LinkedIn
