AliveLab, a UK-based augmented reality toy company, has recently launched an equity crowdfunding campaign on Seedrs and is seeking £120,000 as it prepares for expansion. The company, which was founded by Sharon Wyness and James Murden, is aiming to become a world leader in augmented reality toys and claims it has sold more than 500,000 units of its game Mardies.
“At AliveLab we use technology to ‘bring kids favourites to life’, which means that we design, develop, produce & market a range of Augmented Reality (AR) products, aimed at children. As well as having already sold over 500,000 units, we also licence our IP and app to third parties. We own the Mardles brand which includes 30+ lines of stickers, colouring books, story books and fancy dress masks that all come to life with our free app. We ensure that our products use the latest technology and remain very competitively priced.”
The company also noted:
“In 2017 we have our most unique products to date in 2 new ranges Mardles Stories is our collection of beautifully illustrated children’s books that come to life with our Mardles app. Magic masks take costume play to the next level. In 20 wonderful styles, they are great fun for all ages, they spring to life for photos, selfies and GIFs.”
The Mardles App is free and can be downloaded from the app store for Apple, Amazon and Google Play store for Android devices. The app is compatible with the most recent smartphones and tablets that feature a rear-facing camera.
Since its launch, the campaign has secured more than £75,000 from nearly 30 investors. It is set to close later this fall.
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Reg A - Form 1-A Filings Beta
Beta. Initial Form 1-A only. Target raise is the stated Amount to be Raised, totaled. Compared with the same dates one year earlier.
YTD: Jan 1, 2026 - Oct 24, 2026 vs Jan 1, 2025 - Oct 24, 2025
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Number of Filings131Prior 126 +4.0%
Target Raise, Total$3.40BPrior $3.54B -3.9%
This YTD
Year prior
Change
Filings
131
126
+4.0%
Target raise
$3.40B
$3.54B
-3.9%
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“At AliveLab we use technology to ‘bring kids favourites to life’, which means that we design, develop, produce & market a range of Augmented Reality (AR) products, aimed at children. As well as having already sold over 500,000 units, we also licence our IP and app to third parties. We own the Mardles brand which includes 30+ lines of stickers, colouring books, story books and fancy dress masks that all come to life with our free app. We ensure that our products use the latest technology and remain very competitively priced.”
