TellKiddo was founded in 2014 by Maria Sabbah, out of a need to come up with a solution for her family’s paper recycling. She ordered white paper bags to use for collecting the paper in their Stockholm home, but instead, started painting monochrome animal faces on them. She then filled the bags with her son’s toys and posted a picture of it on Instagram – which went viral.

Today TellKiddo is sold by more than 320 retailers in 30 different countries. The paper bags are still her number-one selling product but today, they are accompanied by fabric bags and prints.


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