The Story behind Indi & Rune

There’s always a moment, isn’t there ..
when you realise just how much a child is holding inside.

It might be something small.
A hesitation at school drop-off.
A quiet “I’m fine” that doesn’t quite feel true.
Or the familiar words… “My tummy hurts.”

And you pause.

Because sometimes it’s just a tummy ache.
But sometimes… it’s something else.

Nerves.
Worry.
A feeling they don’t yet have the words for;
scrambling everything up inside them.

And you wonder…
what’s really going on here?

Indi and Rune began in that space.

Not as products.
Not even as characters, at first.
But as a gentle idea...
that children might need somewhere safe to place the things they don’t yet have words for.

Rune came first.

Steady, loyal, quietly brave.
The kind of friend who sits beside you when things feel uncertain.
He doesn’t rush you.
He doesn’t ask too many questions.
He just stays.

Rune is for the moments when a child needs grounding;
when the world feels a little wobbly,
and they need to remember… I am safe.

And then came Indi.

Soft, thoughtful, and deeply intuitive.
Indi listens in a different way.
She holds the unspoken thoughts,
the dreams, the worries, the feelings that are harder to name.

She’s the friend for quiet moments.
For night-time thoughts.
For the life events children are still trying to understand.

Together, they became something more than toys.

They became keepers of feelings.

A place where children can write or draw what’s on their mind
and tuck it safely away,
until they’re ready to share it.

Because not every feeling needs to be spoken straight away.

But every feeling deserves to be held.

At the heart of The Good Witch is a simple belief:

When children feel safe enough to express what’s inside them,
they begin to understand it.
And when they understand it,
they grow stronger, calmer, and more connected.

Indi and Rune are just the beginning of that journey.

A quiet companion.
A small ritual.
A gentle bridge between what a child feels
and what they’re ready to say.

For the worries that come out at bedtime…
and the tummy aches that aren’t always about tummies.

With love,
The Good Witch