But since they realized that prohibitions only make most things more exciting, they decided to make a YouTube series where the children get to do something themselves, in this case, learn to draw.

“This then set the stage for building a digital platform and a brand that will make "screen-free cool again" and where the goal is to grow structured with good products and the right partnerships,” says Cornelis Olsen.

The first product was a pen and sales began in mid-November. Three weeks later, the entire warehouse was empty when 1.5 tons of pens had been sold for a value of 900,000 kronor.

“The last few days were in the middle of Christmas shopping and if we had had a larger stock, we would have probably sold just as many more, I'm sure of that,” says Cornelis Olsen.