Emma Soames – European Director of Cabbage and Tyler – reveals what drives the values-led edutainment brand

Emma, you’re the European Director of Cabbage and Tyler. Tell me about the brand…
Cabbage and Tyler is a joyful, values-led edutainment brand for children. It’s built around six lovable young koalas: Cabbage, Tyler, Baby-li, Boo, Izzy, and Poppy. These characters explore their world through fun adventures that teach emotional and social lessons…

My brother, Anthony Soames, created the brand. He’s now the CEO. I soon joined to lead licensing, partnerships, and our international education strategy. We’ve shaped the brand around four core values: diversity, ecological awareness, inclusivity, and love. These values guide every part of what we create – stories, songs, animations, curriculum and licensed products. As we often say: “Let’s change the world, one koala hug at a time.”

Perfect, thank you! You say your brother creative it… How so? How did Cabbage and Tyler come about?
It started with Anthony writing heartfelt, humorous stories for his grandchild. Those early tales captured the kind of emotional learning and curiosity we wanted to bring to children everywhere. Today, they’ve evolved into a full cross-platform brand with books, songs, animated episodes, board games and a global learning programme.

And what is it about Cabbage and Tyler that resonates with its audience, Emma?
Each koala reflects a different part of childhood – confidence, kindness, silliness, curiosity – and they feel like real friends… Children instantly connect with the characters. Meanwhile, parents and teachers love that the stories have depth: there’s always a gentle moral, a touch of humour, and a lot of heart. We also build in subtle-but-important messages around empathy, diversity, and courage.

“A gentle moral, a touch of humour, and a lot of heart…” I love that! Thank you. And relevant to those qualities, how important is it to meet educational needs in licensed brands?
It’s essential. Parents and educators want more than just fun… They’re looking for tools that help children grow emotionally and intellectually. Our characters and stories are built around a structured English as a Second Language programme. They also align with leading frameworks used in schools, tutoring centres, and at home…

Such as what, for example?
Such as CASEL – the Collaborative for Academic, Social, and Emotional Learning, and WIDA – World-Class Instructional Design and Assessment. And our lessons are now taught in several language schools across France, as well as in Taiwan, where teachers have embraced the blend of storytelling, play-based learning and Social and Emotional Learning.

What kind of licensing deals have you already made, Emma?
We’ve had strong traction in Taiwan, where over 10,000 books are now in public schools and libraries, thanks to national education support. We’re also working closely with a Montessori network in Taiwan. They’re developing a complete curriculum built around the Cabbage and Tyler universe – embedding our characters, values, and ESL lessons into their early years education framework…

In terms of product partnerships, we’ve launched teacher-approved wooden games with Honeycomb Learning, branded socks with XILA and reusable, eco-conscious lunchware with Dr. Si. We’ve also signed a new licensing deal with LMI Licensing, based in the UK. They’re leading our growth in the UK market and supporting outreach into Europe. In addition, we’re in discussions with Dream Theatre in India and BBM Licensing in the MENA region. Both focus on publishing, education, and private-school integration for our lesson plans and books.

A lot going on! And tell me about Kidz Funance…
Yes – we’re especially excited about Kidz Funance! This is our brand-new game… It introduces young children to the basics of money: saving, spending, setting goals and giving. It’s a hands-on, story-driven game that helps children understand everyday financial choices through imaginative role-play and character-led scenarios…

Despite never being publicly promoted, it’s already received a first order of 2,000 units. We see that as a strong early signal of market interest. We also have several other licensing conversations on the go across publishing, media and eco-friendly consumer goods – all with partners who share our values and educational goals.

And what kind of deals do you hope to make next?
We’re seeking creative, values-aligned partners – particularly in the areas of animation, publishing, preschool products, edtech, and sustainable goods.
We’re especially interested in working with companies who understand early childhood education, emotional learning and storytelling with purpose. Every partnership we pursue is designed to deepen – not dilute – the child’s experience of the brand.

Fantastic. Thanks, Emma. And tell me: what’s your background? How did you come to be doing this?
My background is in education, licensing and publishing with a focus on child development and English as a Second Language. I’ve lived and worked across the UK, France, and Taiwan. I also run Concept English – an ESL platform that supports teacher training and pilot programmes for Cabbage and Tyler. I originally joined the brand to help develop its education framework… That quickly expanded into international licensing, brand strategy and shaping long-term partnerships that support learning and emotional wellbeing.

Perfect! Thank you. Let’s wrap things up… What’s the one question could’ve asked you today that I didn’t?
Hmmm. You could’ve asked me how we protect the brand’s heart as it grows globally…

Interesting. Well, let’s pretend I did! What’s the answer?
Ha! Well… We stay loyal to our core: stories written with love, and characters that model kindness, inclusion, and emotional growth. Every decision comes back to our values: diversity, ecological awareness, inclusivity, and love. We’re not chasing speed – we’re nurturing long-term relationships and creating meaningful content that respects children and the adults who care for them. That’s what makes the brand resonate. That’s what makes it last.

Fantastic. Thanks, Emma.