Washington University alumnae Jessica Landzberg and Olivia Putterman were inspired to launch Wonder Togs, a technology-infused children’s clothing and lifestyle brand, after realizing how difficult and uninspiring it can be to get a rambunctious child dressed.
“It happens multiple times a day and is dreaded and considered a daily chore by everyone involved,” Landzberg said.
Wonder Togs on Monday launched its first product, organic cotton Talkin’ Tees. The line of T-shirts features zoo animals the company said “come to life” on a smartphone with just a tap, as each shirt has a so-called near-field communication (NFC) chip sewn into it.
NFC is a short-range wireless technology that enables two devices to communicate with each other. The technology began in the payment-card industry, where it’s used in Apple Pay and Google Pay, before expanding to new uses, like key fobs and hotel room keys.
When users tap their phones to a Talkin’ Tees’ NFC chip, located in what the company has dubbed a “Wonder Patch,” they unlock digital content featuring two original songs and animated fun facts about the animal on the shirt, Landzberg said.
The content aims to teach kids about the animals, she said, adding that the company was intentional in its decision to make education a part of its mission. “After talking with countless parents during our focus groups, we learned that parents are looking for more ways to create learning moments during daily, mundane tasks," Landzberg said.
The unisex shirts come in sizes 2-6, cost $35 and are currently only available online. Moving forward, the company plans to expand its current line of Talkin’ Tees and develop new products, like pajamas and backpacks, Landzberg said.
Landzberg and Putterman met in St. Louis while they were undergraduates at Washington University's business school, where they bonded over being “total retail nerds,” according to Landzberg. Currently based in Minneapolis, the two in 2020 co-founded another retail brand, Pareto, which designs and manufactures a collection of women’s wardrobe basics.
In launching Wonder Togs, Landzberg and Putterman's co-founders are Brian Clever, principal at Bclever Creative, a St. Louis-based branding and creative content agency, and Norty Cohen, chief executive of Maplewood-based advertising firm Moosylvania.
The four had their first Zoom meeting outlining the company in April and worked to ensure the company’s first products were available ahead of the holiday season, Landzberg said.
She declined to disclose the company’s ownership structure and investment cost associated with starting the business, but she said that the four have entirely self-funded the company thus far.
