In Conversation with Louise Causon: The Toy Brand That Lost $1.3m… and Came Back Again

It started with a simple ask from the Melbourne Zoo. Could she create a range of wooden animal toys they could sell in-store? No big strategy, no roadmap, just an idea and a yes. What followed was anything but small.

Anamalz quickly grew beyond a local concept into a global brand. The toys were stocked in Baby Gap, sold through San Diego Zoo, and featured on major US platforms including The Martha Stewart Show and The Today Show. From the outside, it looked like overnight success, the kind every founder dreams of.

Behind the scenes, it felt very different.

“I was deep in the day to day and loved every part of it, from working across cultures, travelling to China, figuring out how to get everything made. It felt like riding a wave, exciting and scary, effortless and overwhelming all at once.”

The growth was fast, faster than she could fully grasp. With that came pressure, responsibility and a level of risk that only really hits once other people are depending on you.

“As the team expanded and more stores came on board, the sense of risk grew with it. Once I started thinking about the people who depended on the business, it became more real.”

At its peak, Anamalz was scaling globally. Then everything changed.

The Moment Everything Unravelled

A major US distributor went into administration, and with it, Louise lost over $760,000.

“At first, I felt completely numb and in disbelief. I was so shocked it made me feel sick.”

The moment itself still feels surreal.

“I was driving through regional New South Wales on the way to my aunt’s funeral when I got the call. I had to pull over at a TAB and use a payphone to dial into a conference call with administrators and lawyers. That was when I was told I wouldn’t be paid.”

She then walked straight from that call into her aunt’s funeral, a moment that forced an immediate shift in perspective.

“In that moment, it hit me. We were together, we were healthy. The road ahead was going to be tough, but health and family were what truly mattered.”

What Success Doesn’t Show You

From the outside, scaling a global brand looks polished. Inside, it is unpredictable, messy and often stressful.

“Some months were strong whilst others were painfully tight. There were times we weren’t sure how we’d make payroll, though we always found a way.”

One of the biggest lessons came from that experience.

“Large companies don’t necessarily have everything figured out. Just because an organisation is big doesn’t mean it’s flawless or that it always knows best.”

Contracts, she explains, only go so far.

“Contracts matter, but when you’re a small business they only protect you so much. If a company collapses, you lose.”

That’s where instinct becomes critical.

“Your gut instinct is just as important as the paperwork. Who are you dealing with, do you trust them, are your values aligned.”

The Comeback No One Saw Coming

As Louise began rebuilding, Anamalz found its way back into the spotlight in an unexpected way. The toys were featured in Prince Louis’ nursery, a moment that quietly reignited global demand.

It was the kind of opportunity most brands would scale aggressively from. Instead, Louise made a very different call.

Choosing Motherhood Over Momentum

At the time, she was navigating a divorce and raising her children, and the decision was not driven by business strategy, but by life.

“I remember a friend saying to me, your most important job right now is to provide a stable environment for your kids. This season will pass in the blink of an eye. You can always rebuild a business.”

So she stepped back.

“I didn’t want to look back with regret and feel like I hadn’t shown up for them when they needed me most.”

The shift was significant. She went from international travel and major deals to a much simpler life, one that forced her to reassess everything.

“I had to strip everything back and rediscover what genuinely made me happy.”

Her focus became finding contentment in everyday moments.

“My goal became simple, learn to find happiness in the things that cost nothing.”

The Reality of Being a Working Mum

Stepping back did not mean switching off. It meant working differently, with more structure and intention.

“When the kids were at school, I had five solid hours to get as much done as possible. When they walked through the door, work stopped.”

Later in the evening, she would pick things back up.

“After they went to bed, I’d often log back on and keep going.”

It created a level of focus that reshaped how she worked.

“Mums make exceptional employees. They know how to work quickly, think efficiently and prioritise what truly matters.”

At the same time, she remained clear on the importance of having purpose beyond motherhood.

“Being a mum is the greatest role in the world, but having purpose beyond that is powerful too.”

Rebuilding With Clarity

This time, the approach to business is slower, more intentional and far more aligned.

“Slower, steady growth is often the safer path. Scaling fast can look impressive, but sustainable progress builds stronger foundations.”

There is also a shift in how she chooses partnerships.

“I choose to work with people I genuinely trust. I’m no longer drawn in by big promises or big names.”

And one thing that is now non negotiable.

“My physical and mental health comes first.”

She has built simple but consistent habits to support that.

“I start every day with a mindset podcast, usually while walking, before I check anything else.”

What Success Looks Like Now

Success today looks very different to the early days of rapid growth and global expansion.

“Being able to say no, backing myself in my decisions, and being at peace with where I’m at.”

One lesson stands above the rest.

“Not trusting my gut in the past was a huge mistake. Now I listen to it.”

Because the reality of running a global brand is far from what most people imagine.

“It’s not a nine to five. When you’re dealing with different time zones, manufacturing and logistics, your brain never really switches off.”

The Lesson She Wants to Pass On

If there is one thing she wants her children to take from her journey, it is resilience.

“You can’t give up when things get hard. Challenges aren’t an exception, they’re part of life.”

And belief plays a huge role in that.

“If you don’t believe in what you’re building, no one else will.”

If It All Happened Again

Asked whether she would do it all again, her answer is immediate.

“I’d do it all again without question. I’d back myself, take the risks and build the thing.”

But there are things she would do differently.

“I’d trust my gut from day one and protect myself better on the commercial side.”

And there are things she would never change.

“I’d still say yes to the things that scare me, I’d still build something I genuinely love, and I’d still choose my kids over momentum.”

Because in the end, that is the part that matters most.

“It all goes by in the blink of an eye.”