Like many parents, Madeleine found herself overwhelmed while managing the transition from one child to two. “I was looking for activities to occupy my toddler, Frankie, while I put her little brother down for his naps,” she recalls. “Unfortunately, my little girl decided drawing on the walls was her choice of entertainment.”
Facing the daily struggle of keeping her home tidy while caring for a newborn and a toddler, Madeleine turned to social media for inspiration. One sleepless night, she stumbled upon a product that could solve her dilemma: a magnetic wall decal that allowed for creative play without the cleanup.
“Unfortunately, it wasn’t available in Australia,” she said. “That night, I started a mission to create a similar product to save my walls and hopefully help other Australian families.”
After months of collaborating with manufacturers, Oh My Frankie officially launched in January 2024, marking the first product of its kind in Australia. The innovative magnetic arch wall decal adheres easily to walls, allowing children to decorate it with magnets, chalk, whiteboard markers, crayons, or water-based paints. Once the artwork is finished, it can be wiped clean, making it a practical solution for busy parents.
“It’s made a massive difference,” Madeleine shares. “We used to have easels and drawing boards, but they were always in the way. Frankie preferred the walls anyway! This decal is unobtrusive, looks aesthetic, and she loves being allowed to draw on the walls now.”
In just seven months, Oh My Frankie is on track to generate six figures a month by November, with a revenue of $75,000 to date. The product has even caught the attention of influencers and celebrities, including Molly Bernard and Amy Hembrow.
“I’ve been blown away by the response. I sold out of my first stock within weeks without any paid marketing. Now, with wholesale orders rolling in, I keep doubling my orders and selling out,” she adds. “I feel so lucky that there’s such demand for this product.”
As her ‘maternity leave side hustle’ continues to gain momentum, Madeleine is eager to explore more wholesale opportunities and expand her product range, with plans for a silicone drawing book on the horizon.
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