BubblyDoo: the global success of personalised books

How did it all start for you?

“Seven years ago, I was a student in Leuven and I often used to babysit for my neighbour's children. As the youngest one’s birthday was coming up and I frequently read aloud to him, I thought: It would be great to create a book where he’s the main character! I even had a title: Henri, the Blue Knight. I quickly realised that I couldn’t draw well enough myself, but I could use software to create personalised books for every child. So I started looking for co-founders: one for the technical side, one for the product side and one for marketing. That’s how BubblyDoo was founded, with the four of us working as a small, focused team.”

What is the value of BubblyDoo’s books?

“Children rarely buy books for themselves; they're usually given them as presents by parents, aunts, uncles or grandparents. Our goal is to make that experience special. How can we use technology to make reading fun and memorable? We focus on creating joyful moments and fostering connections. Every child in our books is the star of the show, and our aim is to bring joy to families worldwide.”

So, what have been the defining moments of the last seven years?

“We’ve experienced incredible growth. In our first year, we sold almost 1,000 books. Today, we’ve sold 175,000 books. People thought this was just a side project early on, but we were committed from the start. A major milestone came after graduation, when all four co-founders were able to dedicate themselves full-time to BubblyDoo and raise capital to expand. Securing our first licensing deal with Studio 100 was pivotal. From there, we expanded into international licences with companies like Paramount and, eventually, Disney.”

How did the Disney licensing deal come about?

“We knew we had a strong product. The challenge was to find people at Disney who believed in us and demonstrate the long-term benefits of our approach. I attend major licensing expos in Las Vegas, London and Bologna. Success comes from persistence, building relationships, and showing that our concept resonates with children and families.”

How do you measure the impact of your books?

“We sell the books ourselves, so we have precise sales data. In 2025, for example, we had 140,000 unique purchases. We work with production partners worldwide. The number of units sold doesn’t change our production model — each book is created individually. Thanks to data-driven insights, we know which licences and characters children love, and this informs our future products.”

What are your biggest challenges?

“As a scale-up, we must grow quickly and sustainably. We’ve achieved an average annual growth rate of 95%, but maintaining that level of growth requires careful planning. With our strong licensing portfolio, our current focus is on bringing products to market while maintaining our in-house offerings and high-quality personalised experiences.”

What is non-negotiable for BubblyDoo?

“Becoming a father for the first time soon reinforced why we do what we do. Reading aloud creates a special bond between parent and child. It’s about creating memories. From a business perspective, we also ensure that all of our products remain relevant. If a licence loses its appeal among children, we stop using it. Personalisation and paying attention to what children truly enjoy are at the heart of our approach.”

What does Antwerp mean to you as the home of BubblyDoo?

“It was the most convenient location for all of us. The city offers a high quality of life with its parks, restaurants and cultural vibrancy. Our office at The Beacon innovation hub is inspiring. Being surrounded by other start-ups and scale-ups fosters an entrepreneurial spirit that is both motivating and inspiring. No matter the sector, every entrepreneur faces challenges. Seeing others navigate them is energising. Plus, living here means I can leave work behind during my short bike commute, achieving the perfect work-life balance.”

What more could the city do for businesses like yours?

“The city could make entrepreneurship more visible. We should celebrate and support businesses more openly. Collaboration is key. Belgium is a small country, so cities shouldn't compete with each other. Sharing knowledge and showcasing entrepreneurial success will benefit the ecosystem as a whole. Finally, it is essential to encourage excellence and ambition. While not everyone can be an academic star, persistence, resilience and vision are what drive innovation forward.”

Where do you want to be in five years' time?

“I hope that, whenever someone wants to give a unique gift to a child — be they a parent, grandparent, aunt or uncle — BubblyDoo will come to mind. Of course, I also hope that the child will feel joy when they see themselves in the story.”

Name: Toine Habets

Age: 28

Role: Co-founder & CEO

Education: Business Engineer

How do you clear your head: During my bike ride to and from work

Inspiring companies: Suspicious Antwerp, Loop Earplugs, Cowboy Bikes

Inspiring entrepreneurs: My three co-founders: Laura Pelgrims, Grégory Goossens and Hans Otto Wirtz

Recommended podcast: The Lean Start-Up by Eric Ries, Zero to One by Peter Thiel, and The Sifted European Startup Podcast