Our Story

Story title


Hi, I’m Sam, a designer and illustrator, and I run a small creative business called Idea Parlour in London. In late 2019, I proudly launched my own unique brand, for children and adults, built on a passion that ‘HAPPINESS IS YOUR SUPERPOWER!’

Turning my creative daydream into a business, I invented, designed and illustrated Block Happy, a different and daring game using your real emotions. In addition to this, I’ve also created other unique, feel happy products including ltd sticker packs, enamel pins, personalised posters and greeting cards.

Block Happy takes the concept of emotional commerce to a new level, with many benefits gained from playing it. It delivers a super fun, emotional experience that people say is ‘almost magical and so original’ when played, and it nurtures a positive mindset and increases emotional intelligence, whatever your age.

My mission is to be a force for good, and spread more joy to people in need, by giving away a percentage of profits and copies of the game to mental health charities and schools. Never before has the need for face to face happiness, been so important after the 2020 pandemic.  

Whoever finds, and keeps hold of all the happiness first, wins. It sounds simple, but with so many comical twists and turns, keeping control of your happiness isn’t that easy.

It’s a game of strategy, high emotion and excitement, where players compete in a tense and thrilling BATTLE OF EMOTION. All 75 different emotions, each a work of art, allow you to laugh over who’s controlling who, turn negatives into positives in seconds, and enjoy the drama of never knowing who will win until the last minute.

More than that, Block Happy changes the way you play a game, as I developed a bold idea of using real emotions to drive the gameplay, and the graphics, making it the only game in the world, where YOU PLAY IT AND FEEL IT!

Quick to set up and easy to learn, it’s perfect for family fun, kids or adult game nights, You feel a rainbow of emotion, colour, character and fun, sparking smiles and laughter as you play together, face to face. In fact, the more you play it, the happier you become.