For too long the toy market had been saturated with the cuddly and the cute. It was time for a new type of toy. A toy with a twist. So we created Roadkill Toys. Animals that have been squashed flat. The toys sparked an instant reaction. Newspapers and TV shows all over the world scrambled to get a piece of Roadkill. They appeared on Jonathan Ross, Graham Norton, BBC News, CNN. The Daily Show, and Dragon’s Den… twice. They were voted ‘Toy of the Year 2014’. Animal rights campaigners and religious zealots lobbied to get Roadkill Toys cancelled. Some were so riled up they even sent death threats. And all because of a cuddly, not-so-cute toy.