Our Little Foxes’ business empowers parents, strengthens family connections and helps children reach their full potential.

The founders of Sydney startup Our Little Foxes, Phoebe Adams and Donna Armstrong, are on a mission to help parents create magical moments and forge unbreakable connections with their kids. Why? Because the parent-child connection is the number one factor in children reaching their full potential.

Adams, mother of one, and Armstrong, mother of two, have recently been through the six-month muru-D accelerator program backed by Telstra. The program has forced them to interrogate the nature of the problem they were trying to solve for families, and ultimately, the solution they were providing.

“What we realised, after talking to many of our customers, is that parents are desperate to spend quality time with their kids,” said Adams. “But they are stressed and busy and they never feel like they are doing enough.”

“It hit me one day, when I was with my ...
Our Little Foxes’ business empowers parents, strengthens family connections and helps children reach their full potential.

The founders of Sydney startup Our Little Foxes, Phoebe Adams and Donna Armstrong, are on a mission to help parents create magical moments and forge unbreakable connections with their kids. Why? Because the parent-child connection is the number one factor in children reaching their full potential.

Adams, mother of one, and Armstrong, mother of two, have recently been through the six-month muru-D accelerator program backed by Telstra. The program has forced them to interrogate the nature of the problem they were trying to solve for families, and ultimately, the solution they were providing.

“What we realised, after talking to many of our customers, is that parents are desperate to spend quality time with their kids,” said Adams. “But they are stressed and busy and they never feel like they are doing enough.”

“It hit me one day, when I was with my daughter Beatrix, my phone is always in my hand,” said Adams. “She was trying to say, ‘Mum, you’re not listening to me.’ I wasn’t listening and it had become a bad habit and I wasn’t conscious of it. Now I’m aware and it’s completely changed my attitude towards the moments I have with her.”

Armstrong added: “We are the first generation of parents to face the responsibility of raising a family in what is a digitally-distracted world. We are accessible 24/7 and our constant availability is hugely affecting the time we spend with our children - especially at home.”

Our Little Foxes helps empower parents by giving them tools to enable magical moments with their family. This starts with a #7min7day pledge - pledging seven minutes a day for seven days to connect with your kids. Our Little Foxes provides inspiration for the seven-minute activities and helps parents break the habit of being distracted. Biggest Loser trainer Shannan Ponton, and his wife Kylie, were some of the first celebrities to take the pledge.

The Our Little Foxes Family Club is designed to deliver one major family project plus a three-month activity program. The launch, which is currently available as a pre-sale, includes a wooden DIY Billy Kart for families to make and race. This will be supported by a mobile application that delivers daily activities and weekly family challenges. Our Little Foxes are engaging leading child psychologists and experts to support the development of thei
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