Our Story

Story title


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

Over the last two years I‘ve turned my creative daydream into a business, and invented, designed and illustrated Block Happy, a different and daring brand about your real emotions. In addition to this, I’ve also created other unique, feel happy products that sit within the brand, including sticker packs, enamel pins, personalised posters and greeting cards.

Block Happy takes the concept of emotional commerce to a new level, with so 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, while increasing emotional intelligence, whether you’re 7 or 107 years old.

Every customer, and professional review we’ve received has been so positive, and it’s my mission to be a force for good, and spread more happiness 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, screen free, been so important after the pandemic.

BLOCK HAPPY is a funny, feel good game of happiness. The first of its kind, this extraordinary game creates a unique emotional experience of playing with your real emotions, where you soon discover that happiness really is your superpower.

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.

I’ve got a funny feeling...or 75 in fact, that you’ve never seen or played a game like this before.