Paige McInnes: Building Little Change Creators' Award-Winning Success Story
Paige McInnes is the founder of Little Change Creators, the multi-award-winning children’s brand redefining play through reusable art and craft products. Little Change Creators’ range of eco-friendly silicone colouring mats and creative play products are designed to spark kids’ creativity, support sustainability, and create lasting social impact.
A Brisbane-based mum of two, Paige’s journey into business began in the chaos of parenthood. What started as a quest to enjoy a peaceful coffee while keeping her kids happily occupied has grown into a People & Planet First verified social enterprise with stockists across Australasia, partnerships with major cultural institutions, and a growing global presence.
In this article, Paige discusses what it takes to build a sustainable toy brand while being a present parent.
What sparked the creation of Little Change Creators, and which parenting challenge did you set out to tackle?
“As a parent, I was constantly searching for screen-free ways to keep my kids engaged, especially when we were out and about. I tried so many activities, but the one that really lit them up was when I drew little pictures for them. That’s when the idea struck: why not create a high-quality, reusable drawing surface that could entertain kids and support sustainable living?”
Paige’s design background - spanning police artistry, teaching art in Sweden, and retail design for IKEA - gave her the tools to transform this spark of inspiration into the brand’s flagship product: the Re-FUN-able™ Colouring Set. This creative play product features a double-sided silicone colouring mat that can be wiped clean and reused thousands of times!
Her mission was clear from the beginning: to nurture children’s creativity while giving parents a guilt-free break, without screens or disposable clutter.
Little Change Creators began in 2018 as Paige juggled product development alongside raising babies.
Can you share the key growth moments and achievements since launching your sustainable kids' brand?
Since its launch, Little Change Creators has made a remarkable impact. The brand has:
- Won an Australian Small Business Champion Award, was selected as an Australia Post Local Business Hero and achieved the Best Small Stand Award from over 450 exhibitors at Australia’s largest gift fair.
- Partnered with acclaimed Australian artist Kasey Rainbow on a limited-edition design.
- Been stocked by hundreds of independent retailers across Australia and New Zealand, including prestigious names such as the National Museum of Australia and Wellington Zoo.
- Secured several international distributors and was handpicked by Myer to join its online store.
- Reached tens of thousands of families worldwide through retail, partnerships, and charitable donations to hospitals, schools, and community organisations.
What makes Little Change Creators unique in the crowded children's toy and craft market?
“Our products aren’t just toys. They’re designed to create positive change.” Paige explains.
Every aspect of the brand is rooted in quality and purpose:
- Superior design and materials: premium, food-grade silicone mats with double-sided artwork, paired with vibrant, low-odour, child-safe markers.
- Eco-conscious packaging: printed with vegetable inks using a carbon-neutral process, and cleverly repurposable as craft activities.
- Social enterprise model: product assembly is carried out by HELP Enterprises, a disability employment provider, ensuring the business supports local jobs and inclusivity.
- Community-driven impact: partnerships with organisations like Ronald McDonald House and Queensland Children’s Hospital extend the brand’s reach to families in need.
Or, as Paige puts it: “When creativity feels this good, why doodle with anyone else?”
Little Change Creators regularly donates products to children's charities and causes.
What obstacles have you encountered as a founder, and how have these experiences influenced your approach?
Like many founders, Paige has weathered her share of storms. Running the business while raising children without family support has meant slower, more deliberate growth compared to competitors with more resources and big advertising budgets.
Another ongoing challenge is the perception of social media. Too often, a brand’s worth is judged by its follower count, when in reality those numbers can be inflated and misleading. Many businesses pay to appear ‘popular’, but that doesn’t reflect product quality or customer experience.
“At Little Change Creators, we refuse to get caught up in vanity metrics. Instead, we focus on authenticity - creating award-winning, sustainable products, delivering real value to families, and building genuine community connections. That might not always make us the loudest brand online, but it does make us one of the most trusted.” says Paige.
And while copycats are replicating her ideas or rushing new products to market, Paige remains undeterred. “ Little Change Creators has always been about purpose over profit. Our social impact keeps me going when most people would give up.”
As a busy entrepreneur and mum, what practices help you maintain balance and perspective?
“I don’t buy into the hustle-all-day mindset,” Paige laughs. “I take walks, play with my kids and binge-watch TV shows. I need downtime to fuel my creativity.”
She’s also fiercely protective of family time. “We still have lazy mornings and weekends away, and next year we’re taking a whole month off for a family cruise. My kids are growing fast, so that balance matters more to me than scaling at breakneck speed.”
How do you define success for Little Change Creators beyond traditional business metrics?
“For me, success is about convenience for parents, joy for kids, and genuine positive change in the community. Revenue has never been the measure - impact is.”
Looking ahead, Paige sees a future where Little Change Creators expands its reach while deepening its social mission. More collaborations, innovative eco-friendly products, and opportunities to give back are all on the horizon.
Building More Than a Brand: Paige's Purpose-Driven Vision
Paige McInnes is not just building a toy brand - she’s building a movement. One that proves play can be sustainable, socially responsible, and endlessly fun.
Little Change Creators has already won awards, earned the trust of cultural institutions, and touched the lives of families across the globe. But at its core, the brand reflects Paige’s unwavering belief: that a screen-free, creative childhood isn’t just possible, it’s powerful.
In a crowded market, Little Change Creators isn’t just another option - it’s the superior choice for families who care about quality, creativity, and positive change.
Learn more about Little Change Creators, the brand’s mission and its sustainable toy range:
