Our Story

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We’re Idea Parlour - a small creative team based in London, UK. We are the proud purveyors of creating unique games that bring never ending happiness and laughter, screen free, for kids and adults of all ages.

Sam & John are the creators and illustrators of Block Happy, a game containing real happiness and emotions combined with humour and a surprising strategy.

Their new business journey started after successful careers in brand design in London. With a passion for bold ideas, character design and games, they turned their creative daydream into reality.

The inspiration behind Block Happy began with a question -

What’s the one thing that everyone wants in life? HAPPINESS.

That feeling of pure joy that comes over you when you know life is good, and you can’t help but smile.

We’ve created a game that delivers a unique emotional experience, nurtures a positive mindset and increases emotional intelligence when you play it.

We explored the exciting concept of how your real emotions can drive the gameplay and the graphics, making it the first game where you play it and feel it.

It’s a set building game with a difference, where everybody wants the same set - Happiness!


Many tabletop games are either easy to learn, with predictable gameplay, or heavily strategic and take hours. They're fun, but are only ever played at face value, with little emotional connection.

Block Happy has changed that. It’s an inclusive game that's simple to learn, but complex enough to allow for emotional strategy to develop and evolve, ensuring all the players stay in the game until the very end.

Our game is now being played worldwide, from London to New York, and Paris to Tokyo, thanks to a very successful Kickstarter campaign in 2019.

Our brand is built on a passion for delivering happiness, positivity and laughter through play.

Our purpose is to be a force for good by giving away a percentage of our future profits and copies of the games to good causes. Never before has the need for face to face joy that comes from playing together been so important.

Let’s have fun with our emotions, make others feel happy, and seize happiness for yourself.