Little Sad Squad

Brand Story

Every day, millions of people carry invisible burdens: grief over a loss, anxiety about the future, loneliness in a crowded room. Often we feel we must face these feelings on our own, tucked away in the dark corners of our hearts.

One rainy afternoon, our founder, Sharon, found herself curled up on her bed, tears falling onto her pillow. She reached for her art supplies and began to draw a little figure, with small eyes and downturned, wrapped in pumpkin costume. As the figure took shape, Sharon realised she wasn’t just sketching a toy, she was crafting a tiny friend who understood her worries.

That night, the little pumpkin sat beside her on the bed, offering silent company. And it worked. The act of caring for that small, sad character, giving it a name, imagining its story, helped Sharon feel less alone. She felt seen.

Our founder understands what it feels like to carry big, quiet feelings all alone even though she can talk to families and friends. She moved from Hong Kong with her family and paused her degree to begin a new beneath the UK’s ever-changing skies. In those early days, she faced real challenges: navigating job hunts in non-native language, adapting to cold weather and finding her place amid different customs and occasional misunderstandings.

Those first sketches became Pumpkin Poppy and the rest of the Little Sad Squad: soft, chubby companions who sit quietly by your side when you’re sad but don’t want to or can’t talk.

With few years of UK’s lives and after her graduation, her heart warmed by every small kindness she discovered here, she pours every bit of her journey, job hunts, weather adjustments, cultural and language hurdles and the question of “What comes next?” into each design. And because she knows how heavy those silent moments can feel, 5% of the sales will supports mental health charity, so no one has to face their cloudy days alone.