Making Business Child's Play: How to Build a Winning Brand - Hardcover

by Joanna Jensen (Author)

DISTINGUISHED FAVORITE: Independent Press Award 2026 - Business: Entrepreneurship & Small Business
FINALIST: 2025 Foreword Indies Book of the Year - Career

A behind-the-scenes look at how a simple idea born from a real need grew into a successful brand that transformed its category.

Making Business Child's Play is your behind-the-scenes guide to building a purpose-led challenger brand that can take on even the most established names in FMCG. From product idea to market disruption, Joanna Jensen shares how she grew Childs Farm into the UK's leading baby and child personal care brand and what it really takes to do the same.

With honesty, clarity and practical detail, Jensen walks through the key decisions, pivotal moments and tough lessons that shaped her journey. You'll learn how to navigate setbacks, build a scalable brand and grow with purpose in a competitive market.

Whether you're launching your first product or scaling up with ambition, Making Business Child's Play shows how to turn your vision into a category-defining business.

Themes include: challenger brand strategy, FMCG entrepreneurship, brand purpose, market disruption, startup growth, founder resilience

Author Biography

Joanna Jensen founded the UK's multi award-winning baby and child personal care brand. She is passionate about SMEs, is a prolific angel investor and a regular contributor to media outlets including The Sunday Times, City AM and Radio 5 Live. She sits on the Angel Investing Committee for the UK Governments Invest in Women Task Force, the advisory board of leading female-founder consumer initiative Buy Women Built and is a mentor with Imperial Mentoring Service at Imperial College London. Joanna Chairs both the Enterprise Investment Scheme Association (EISA), the trade body for the UK's tax efficient investment scheme, and the philanthropic arm of Paralympics GB, The Parallel Club. She lives in Marlborough, UK.