In this Impact Builder conversation, we meet Toby Hunt, CEO of Earth Cubs, a purpose-driven edutainment company using stories, characters, and games to teach children about sustainability.

With a background in creative agencies and a strong sense of mission, Toby and his team created Earth Cubs to tackle both doom and gloom, and the lack of quality, engaging environmental education for young children.

Earth Cubs builds a digital-first platform that combines beautifully designed apps, interactive stories, and curriculum-aligned resources for schools and parents.

Through imaginative characters like Wilfred the Walrus and the Geezer Rats, they introduce global topics such as climate change, biodiversity, and the United Nations’ Sustainable Development Goals (SDGs) in age-appropriate, fun, and empowering ways.

The impact is clear: they’ve reached millions of children, partnered with organisations like the Learning Economy Foundation, Eco-Schools, and Rainforest Trust, and provide multimedia content used by over 10,000 teachers. Their goal is to help raise a generation of conscious changemakers, using positive storytelling to empower children rather than scare them.

The team is now expanding internationally and developing new tech, including AI-based personalised learning, localisations and a web-based ecosystem for schools. They’re also actively fundraising to scale their impact, particularly across the UK and US.

Whether you’re a parent, teacher, or investor, Earth Cubs offers an inspiring example of how mission-led, character-driven education can spark real change - starting with the youngest minds.

More info here: ib.asquared.uk/insights

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This video has been created as part of the Impact Builder programme.
The Impact Builder aims to flip the script from 90% startup failure to 90% startup success, focused on purpose-led founders.
We help founders raise capital and deliver digital products to scale their ideas.
We help investors discover innovative, impactful startups and lower execution risk.
Find out more about the Impact Builder at ib.asquared.uk/