We recently invited the team behind The Phive to share the story behind their products and approach to creative learning. As a UK-based family business focused on screen-free literacy resources, their work aligns closely with the kinds of thoughtful, open-ended learning tools our customers often ask us about. Here, Zoë and the team introduce The Phive in their own words.

Who are The Phive?

The Phive is a small, family business based in the heart of the Cotswolds, dedicated to creative, screen-free learning opportunities for children. Our award-winning products are designed in-house by educational expert Zoë, her daughter Liv (a talented product designer), and family friend Kate, our illustrator. Everything we make is ethically and sustainably manufactured right here in the UK, across the Cotswolds, Devon, and Cornwall.

A Passion for Creative Learning

As a teacher and school leader for over two decades, Zoë has spent her career specialising in literacy and phonics. Her experience in classroom and curriculum design led to the knowledge that creative learning opportunities and quality home support are key to a child’s success. This inspired her to develop a range of creative learning tools that help parents support reading, writing, and spelling alongside the vital development of speech and language skills.

Research shows that "oracy"(speech, language, and communication skills) has a massive impact on learning outcomes with strong verbal skills being the most important foundation for reading and writing. This is why every product by The Phive is centred around storytelling; one of the most powerful ways to develop both oracy and creative thinking skills.

The Phive’s Mission

We aim to create screen-free tools that boost confidence and inspire children through personalised learning. Sparking a child's imagination and igniting their curiosity is the secret to a lifelong love of learning. Our mission is to play our part in building a generation of creative thinkers.

“In a world that increasingly values innovation and adaptability, the ability to think creatively is more important than ever.” Zoë, Founder of The Phive

Sustainability & Ethics

We only work with manufacturing partners who are sustainably focussed with ethical practice. Materials include, both recycled and recyclable papers, cards and laminates, recycled book binding, plant-based inks, sustainably grown FSC approved woods and papers, and responsible waste management (we donate offcuts to local primary schools). We also aim to have our products made as close to home as possible to reduce our carbon footprint. We proudly produce over 80% of our products just three miles from home in Oxfordshire with some small batch production happening in Devon and Cornwall, we also donate trees to be planted in the Cotswold for every sale!

Our Products: Designed for Longevity Carefully chosen materials and manufacturing partners are not the only way we consider sustainability, we also focus on the longevity of our products and their multiple uses. Designing for multi-purpose means our products can grow with your child.  As a teacher and a parent, Zoë couldn’t bear the thought of buying something that was shoved in a drawer once a child moved past a certain stage; sturdy, multi-use resources are a must!

Our Key Products Explained

Phonics & Storytelling Cards (Age 3-10)

What are they for?

These Phonics and Storytelling Cards have been specifically designed to support children’s speech, language, and communication skills through storytelling. A key point of difference with our cards is that they encourage storytelling without a book; this encourages children to make their own decisions about the plot, characters, and outcomes. Regular storytelling in this way develops a child's creative thinking and problem-solving skills. The stronger these skills become, the easier children find the reading process, which is all about solving a code (phonics).

The Detail:

Across the three sets of cards, and in addition to a story starter prompt on every card, Phonics and Storytelling cards contain all the phonics prompts you need for some great games at home. Lists of real and nonsense words, rhymes, and rich illustrations all provide a bank of researched content for parents to do a brilliant job of supporting phonics at home. We even show every part of phonics in action within example words, so adults who are not familiar with phonics can feel confident and supported. We avoid all unnecessary jargon and include instruction cards in each pack. Phonics and Storytelling Cards have been designed to fit in alongside all school based schemes of work.

A Way to Play! 

Guess Who? A fun and easy way to play with your child and develop their speech and language skills at the same time.  Split a pack of Phonics and Storytelling Cards in half and place them in two bags, one for you, one for your child. You’ll just be using the illustrations in this game.

Give yourselves 4 questions each to guess what card is being held in the bag. 

Is your card something that is alive? Is your card something you can eat? Etc. Whoever guesses correctly, keeps the card.

Asking questions is a key skill to develop and will lead on to the ability to be brilliantly enquiring! Playing games like this with your child is an excellent way to support their speech, language and communication skills too.

Phonic Tiles (Age 3–6)

What are they for?

Made in Devon from sustainably sourced maple wood, these Phonic Tiles are a multi-sensory tool for those first tactile steps into learning to read and spell as well as hands-on-story telling. They work wonderfully together with our wooden word building frames and fun phonics play sack.

The Detail:

Each of the 30 tiles beautifully engraved on one side, with a smooth, vibrantly printed image on the reverse. This double-sided design provides a tactile approach to learning to support the working memory.

Research shows that new concepts are more effectively embedded when children engage multiple senses at once. By feeling the shape of the engraved letter sound while seeing the corresponding image, children have opportunities to create strong cognitive ‘hooks’ for each sound.

We created these tiles to be incredibly versatile, working perfectly as a standalone creative resource or as a tactile companion to our Phonics and Storytelling Cards. You can use the illustrations on their own to spark imaginative tales as well as hands-on word building, code-breaking, and spelling.

A Way to Play! 

What’s The Word? Great for word building and problem solving! Grab your three-space phonic frame and your tiles. 

Write some words containing 3 sounds (see your phonic frames support card) clearly, in a list on a piece of paper - show your child.  Part-build the word and ask your child which word they think you’re building. 

Once they have a guess, they find the missing tile and slot it into place.  You can repeat the words by missing our different parts (e.g. first, second or third sound)  Short games like these played often alongside your child, away from screens is the best way you can support their readiness to read and their first steps into phonics.

Storywriter’s Books (Age 6+)

What are they for?

A beautifully designed keepsake Storywriter's Book for story writing designed to build confidence in writing and story writing through illustration and planning. We like to think of the finished book being kept and looked back on for years to come like a window back into your child’s imagination.

The Detail

Storywriter’s Books come in three different themes: The Kingdom, The Ocean and The Wild (jungle themed) . Each book contains a section for illustration to help get the creative juices flowing, a planning section so ideas don’t get forgotten, a story starter prompt and a space to complete a finished story to be proud of. Each book is designed like a keepsake to invoke a special feeling of something that should be valued. When we show children that we value their work, we give them a sense of pride and see enthusiasm boost and confidence in their own abilities start to grow.

A Way to Play!

A Team Write - Writing a story together is the perfect way to encourage a reluctant writer.

Pick a story section to work on together Gather your choice of illustration tools (crayons, watercolours etc) Use the illustration page together taking it in turns to add drawings and colour. As you work together, start to talk about the characters that could be in your story and what might happen to them.

As you talk, add your ideas to the planning section in the middle of the book – these pages can easily be removed from the book if desired. Once your illustration is complete, STOP!  Come back to your illustration page and notes later and start to think about how to carry on from the story starter prompt. 

Take it in turns to write a sentence or two while chatting about the story so that decisions are made together. This type of collaboration with your child is hugely powerful. You will be having a fun time together while boosting your child’s confidence and enthusiasm for writing. Remember to stop after the planning phase otherwise you run the risk of the activity getting too long for one sitting.

Story Creator Cards ( Age 6+ adults love them too!)

What are they for? 

Story Creator Cards have been expertly designed to provide inspirational prompts to children, whether they struggle to get started with a story or are avid writers ready to take the next step toward exciting, complex narratives. This is another product designed with longevity in mind, growing with your child as their writing evolves.

The Detail

Our Story Creator Cards come in two themes: Kingdom and Ocean with The Wild following later into 2026. While they can be used alongside the corresponding Storywriter’s Books, they act as a helpful standalone resource for homework support and screen-free creative writing at home. Each pack contains 30 cards split into three groups: 10-character cards, 10 enchanting settings cards, and 10 magical object cards. On the reverse, you will find what we like to call ‘story ingredients’, questions that drive a story forward, ideas for plot twists, ways to introduce new elements, and rare, interesting words to build an exciting vocabulary. Children love to dip into these cards whenever they need support, and we also know that many adults love to use them to spark their own creative writing projects!

A Way to Play!

Character Building - Another fun way to play together to build confidence!

Choose 1 character card each from your pack Using the 'Questions' section on the back of the cards, ask each other the first question on your character card - make a note of the answers or record yourselves if you don't want to write at this stage.

Repeat for all the questions on the card Re-visit your partner's answers for your character and try to fit all the information together as a description. This can be done verbally or in writing.

This is a great activity for creative thinking and decision making as well as the ability to work with others and listen to their ideas!

From Oxfordshire to Porthmadog

We are incredibly proud to partner with Babipur. From our home in Oxfordshire to theirs in Porthmadog, we feel a deep connection through our shared dedication to ethical, sustainable, and soulful products. It is rare to find a partner whose values align so perfectly with our own, putting people and the planet at the heart of everything we do. We are also huge fans of many other brands found on the shelves at Babipur and working alongside such inspiring, like-minded pioneers feels like being part of one big, creative family.

You can explore The Phive range at Babipur, including phonics cards, storytelling tools, and screen-free creative writing resources designed for home learning.