KINDNESS IN MOTION CIC

What KINDNESS IN MOTION CIC does

Kindness in Motion CIC is a UK-registered Community Interest Company (a social enterprise vehicle with an asset lock) founded in 2025, operating from a registered address at 167-169 Great Portland Street, London. The organization is neurodivergent-led and runs three commercial-adjacent activities: a D2C e-commerce storefront selling sensory toys and branded merchandise to UK customers via Royal Mail fulfillment, a bespoke greeting card commission service priced per project, and the Kindness in Motion Podcast co-hosted by Parry and Suzy and distributed on Amazon Music and Spotify. Its flagship non-commercial initiative is The Babushka Project, a storytelling, education, and research effort focused on the lifelong psychological impact of childhood bullying on adults, planned to expand into a one-woman show and educational resources.

The underlying technology footprint is minimal: a Wix-hosted website serves as the single digital surface for content, community, and commerce, with no mobile applications, no public APIs, and no disclosed integrations beyond podcast hosting platforms and Royal Mail shipping. Revenue mechanics are diversified across one-time merchandise sales, project-based commissions, and (implicitly) any podcast monetization that may follow, though no pricing tiers, subscription model, or revenue figures are publicly disclosed. The two named principals (Parry and Suzy) appear to operate as the operational core.

The go-to-market is community-led and content-led, targeting two horizontal personas: neurodivergent individuals and mental health warriors seeking belonging, and broader kindness advocates and wellbeing seekers. Distribution is direct-to-consumer within the UK only, with international shipping explicitly flagged as "coming soon." The CIC legal structure constrains profit distribution and mandates reinvestment of surpluses into the stated social mission of kindness, neurodivergent joy, and addressing childhood bullying trauma, which shapes both investor return expectations and the allowable use of capital.

Name

KINDNESS IN MOTION CIC

Legal name

Kindness in Motion CIC

Website

https://kindnessinmotion.co.uk

Company type

Private

Founded year

2025

Operating status

Operating

Short description

Kindness in Motion CIC is a UK-based neurodivergent-led social enterprise (Community Interest Company) founded in 2025 that sells sensory toys and bespoke cards online, runs a kindness-themed podcast, and operates The Babushka Project advocacy initiative on childhood bullying.

Ownership category

akta.pro rank

Product category

Social Enterprise Advocacy Services

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Assistive Technology & AAC for Young Children (EDACAFAL)

akta.pro secondary industry

Social-Emotional Learning (SEL) & Behavior Support Apps (EDACANAD)

Keywords

• Sensory toys
• Community advocacy
• Podcast content
• Bespoke greeting cards
• Neurodivergent support

Headquarters

HQ city

Newbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Merchandise Sales: Online sales of sensory toys and related merchandise through the company's e-commerce platform, shipping within the UK.
2. Custom/Bespoke Card Commissions: Commission-based creation of bespoke greeting cards and merchandise, with delivery terms discussed individually for each commission.
3. Podcast Content: Podcast content hosted on Amazon Music and Spotify platforms, supporting the Kindness in Motion movement through education and storytelling.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Kindness in Motion CIC is a neurodivergent-led Community Interest Company (social enterprise) that sells sensory toys and branded merchandise through its own UK e-commerce storefront, accepts bespoke greeting card commissions, and produces advocacy content through The Babushka Project and the Kindness in Motion Podcast focused on childhood bullying and mental wellbeing.

Product overview

Kindness in Motion CIC operates as a community-focused organization offering a portfolio of products and services centered on kindness, mental wellbeing, and advocacy. The core offerings include The Babushka Project (a storytelling and education initiative addressing childhood bullying), the Kindness in Motion Podcast (hosted by Parry and Suzy), and retail products including sensory toys, general merchandise, and bespoke commissioned cards. The Babushka Project serves as the flagship advocacy initiative, while the podcast provides ongoing content and community engagement, and the merchandise line supports the organization's mission financially.

Differentiator

Problem solved

Functional benefit

Brands

• The Babushka Project: A project focused on changing the conversation around bullying through storytelling, education and lived experience. The project includes a one-woman show, podcast, educational resources, and research aimed at creating lasting change.

Products and services

• The Babushka Project A storytelling, education, and advocacy initiative focused on changing the conversation around childhood bullying and its lifelong impact, delivered through a one-woman show, podcast episodes, educational resources, and research. Aimed at adults affected by childhood bullying and the neurodivergent community.
• Kindness in Motion Podcast A podcast hosted by Parry and Suzy providing a gentle space for learning, reflection, and exploring kindness as a practical force shaped by education and lived experience. Distributed on Amazon Music and Spotify.
• Sensory Toys Online Online retail offering of sensory toys aligned with the company's focus on neurodivergent joy and creating gentle, inclusive experiences. Ships within the UK via Royal Mail in 2-4 days after a 3-5 business day dispatch window.
• Bespoke Card Commissions A commission-based custom greeting card creation service where customers can order bespoke cards. Delivery terms are discussed individually for each commission.
• General Merchandise Branded merchandise and products available through the online store, including items related to the Kindness in Motion and Babushka Project branding.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Market position

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KINDNESS IN MOTION CIC