7 September 2026 · Ten creative concepts for the period between now and the Christmas ramp (8 September to 9 November): Halloween, the hobby and identity match, birthdays, get well, the new characters, the early Nativity, and the two evergreen trust pieces. Who buys in September and October is a different person from Christmas: 74% women, half aged 55 and over, buying for a friend or for their own shelf, so this slate speaks to the Thoughtful Friend and the Accidental Collector. The Christmas slate (from 10 November) has its own page: shf-concept-review.pages.dev. What you are approving is the CONCEPT, not finished copy.
What you are deciding: the concept. Mark each one Approve or Reject, then inside the ones you like, tick the hooks worth building a script around and leave a note if there is something the script must do or avoid. Anything with a pencil can be edited, just click and type over it. The reference copy folded under each concept is only there to show what it sounds like, so it carries no approve or reject of its own. Everything saves to this page as you go and Casey can see it, so close it and come back whenever you like.
There is nothing to send. An approved concept with its hooks ticked is a brief: we go and write the scripts for it. Nothing on this page is ad copy waiting to be pasted live, so there is no send step and no final button. Close the page when you are done.
Build order A01 (Halloween) and A07 (early Nativity) must be live by mid-September. A02 (rugby) by 1 October. The rest are evergreen and can roll out through September; A08 and A09 are the trust layer that should sit under everything through Christmas.
Real people and consent A05 and A09 use reviews that mention a hospital (Gillian P., Frances): consent needed before their words carry an ad. A06 needs a real customer's shelf photo with permission. A08 needs workshop footage from Kathmandu.
Offer terms The free Black Cat (A01) and the free Autumn Tiny Animal over £55 (A06) must match what Olly actually runs this year; approve the shapes, the numbers are refreshed on build day. A02 must never name a union, tournament or sponsor.
Personas are still a draft The autumn buyer read (74% women, half aged 55 and over, buying for a friend or their own shelf) comes from Meta purchases 1 Sept to 9 Nov 2025 and the first week of Sept 2026. Confirm the personas, or say which pill is wrong, before scripts.
A01: The Witch and the Free Black Cat Edited
RUN 15 Sept to 31 Oct · BUILD now · 1 offer static + 1 shelf photo
The Accidental CollectorThe Christmas List-MakerMost awareProduct-aware
The Accidental Collector (the seasonal pair that starts the shelf) and the List-Maker building a "first Halloween" tradition. They know the brand and are waiting for the pair.
THE MESSAGE: the Halloween Witch Mouse is back and brings a free Black Cat. ANCHOR: "I started with the Halloween mouse & cat... I am already looking for what I can get next" (Hayley W.). NOT Christmas, gifting or craft. WHY: the Witch Mouse already sells in September (58 units) and Halloween is 18.5% of October orders (£8.5k, the biggest October line); last year the Witch Mouse + free Black Cat ad ran at 3.64x. The free-character mechanic is our own proven autumn playbook; offer statics are short-lived everywhere in the pool, fine for six weeks. Must be live by mid-September.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Overlay option 1 EditedRevised since your edit
Witch Mouse.
Free Black Cat.
Back for October.
We have revised this hook since you edited it.
Overlay option 2 EditedRevised since your edit
The pair that starts the shelf every year.
We have revised this hook since you edited it.
Overlay option 3 EditedRevised since your edit
First Halloween, first Christmas: one tiny mouse for each.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
The Witch Mouse is back, and this autumn she brings her Black Cat for free.
Both hand felted from organic wool, both in their own little house gift boxes, both small enough to sit on the mantelpiece until the Nativity takes over.
Limited run. When the cats are gone, they are gone until next year.
Headline
Witch Mouse + Free Black Catthe offer as the claim
Headline
Back for Octoberthe seasonal return
A02: Rugby Mice for the Autumn Internationals Edited
RUN 1 Oct to 9 Nov · BUILD September · 1 lineup static + short video
The Thoughtful FriendThe Accidental CollectorUnawareProblem-aware
The Thoughtful Friend buying for the fan who never misses a match (and the Collector with a mouse per son). She is not shopping until she sees her team's mouse.
THE MESSAGE: England, Scotland and Wales Rugby Mice for the autumn internationals, the mascot for the person who never misses a match. ANCHOR: "I have three adult sons all crazy over rugby so I thought he'd make a cute little mascot... so I purchased another" (Norma T.). NOT Christmas, price or craft. WHY: topical character drops are a proven angle (the 2023 Rugby World Cup campaign ran at 2.82x); England Rugby Mouse did £1.2k in Sept and £1.9k in Oct 2025, and the new Scotland and Wales mice both entered the October top 22. Identity hooks are sustained by 15 of the 25 brands. Never name a union, tournament or sponsor; no crests.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 EditedRevised since your edit
England, Scotland or Wales.
Which one is your house?
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
The mascot for the one who never misses a match.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
Three sons, three rugby mice.
Clever.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Autumn internationals in the diary and a rugby fan in the house.
A hand felted Rugby Mouse in their shirt, England, Scotland or Wales, small enough for the shelf beside the telly and boxed in its own little house. One for each of them if the house is divided.
Headline
Which One Is Your House?the pick-your-own hook
Headline
The Match-Day Mascotthe job
A03: The One That Is Exactly Them Edited
RUN 8 Sept to 9 Nov · BUILD September · 15 to 20s range film + statics
The Thoughtful FriendUnawareProblem-aware
The Thoughtful Friend matching the animal to the person: the cricketer, the dog walker with her breed, the gardener, the hiker, the nurse. She is not shopping until she sees theirs.
THE MESSAGE: there is a Tiny Animal for the thing they love; find theirs. ANCHOR: "the recipient, who is an avid cricketer, was absolutely delighted with his little chum!" (Jennie B.). NOT occasions, romance or craft; breadth as recognition. WHY: hobby and identity animals are the largest bucket in the flattest months (31% of September and 29% of October orders); Cricketer Mouse is the number two product both months, and Dog Walker, Hiking, Gardener, Nurse and Pint of Beer are all top 22. Hiking, Cricketer, Nurse and Book Worm mice convert on Google Shopping. Identity is 0% of our primary-argument spend. Only name characters in stock on build day.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 EditedRevised since your edit
For the one who is always out with the dog.
In her breed.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
Cricketer, gardener, hiker, knitter, nurse.
Which one is your friend?
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
One hundred and seventy Tiny Animals.
One of them is exactly them.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Your sister who never misses a Test match. Your friend who just qualified. Your dad and that spaniel.
There is a hand felted Tiny Animal for each of them, holding the thing they love, made one at a time from organic wool and delivered in its own little house gift box.
One hundred and seventy to choose from, so you will find theirs.
Headline
Find Theirsthe action
Headline
One for Everyone You Knowbreadth as recognition
A04: A Balloon for Every Birthday, 1 to 100 Edited
RUN evergreen · BUILD September · 1 claim static + 10s film
The Thoughtful FriendThe Accidental CollectorSolution-aware
The Thoughtful Friend who wants something better than a card for a birthday, and the Collector who buys the birthday mouse as her second. She knows a small keepsake is the answer.
THE MESSAGE: the Birthday Balloon Mice, with the age on the balloon, the birthday card that stays on the shelf. ANCHOR: "Having bought the valentines mouse I had to get the 60th birthday mouse, so the collection begins" (Sharon B.) and a gift message: "Wishing you a very special 60th. Welcome to the club!" NOT Christmas, romance or craft. WHY: Birthday Balloon Mice are the number three product in September (104 units) and birthday is 4 to 6% of orders every month without ever spiking, the floor of the year; the site already says "From 1 to 100!" and no ad has led with the age-on-the-balloon mechanic. Single-claim statics are the most durable lane in the pool (Snuz 803 days). Confirm the age range actually offered.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Overlay option 1 EditedRevised since your edit
A balloon for every birthday, 1 to 100.
We have revised this hook since you edited it.
Overlay option 2 EditedRevised since your edit
Better than a card.
Still on the shelf next birthday.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
Sixty.
Welcome to the club.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Cards go in a drawer by the weekend.
A hand felted mouse holding their birthday balloon, any age from 1 to 100, sits on the shelf until the next one. Made one at a time from organic wool, delivered in its own little house gift box, straight to them if you like.
Headline
Every Birthday, 1 to 100the mechanic
Headline
The Card That Staysthe comparison
A05: No Flowers on the Ward Edited
RUN evergreen · BUILD September · 15s film + 1 review static
The Thoughtful FriendProblem-aware
The Thoughtful Friend who has just heard the news and does not know what to send. Answers "is it appropriate for a hospital".
THE MESSAGE: when someone is in hospital, flowers are often not allowed; a little felt companion on the bedside table is the gift that gets through. ANCHOR: "no flowers allowed of course and no food gifts as on special diet. She was absolutely thrilled" (Frances). NOT occasions, breadth or craft. WHY: get-well is the floor every month (Nurse Mouse 34 units in Sept, 47 in Oct; Get Well Soon Mouse converts on Google), five of the sixty strongest reviews are hospital stories, and problem-solution is a gap lane in our account. The problem said out loud is sustained by eight of the 25 brands. Never name a hospital in the creative.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 EditedRevised since your edit
No flowers allowed on the ward.
This is what got through.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
The get-well gift the nurses kept asking about.
We have revised this hook since you edited it.
Overlay option 3 EditedRevised since your edit
Small enough for a bedside table.
Better than a card.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Most wards will not take flowers, and the diet sheet rules out chocolates.
So send the Get Well Soon Mouse instead. Twelve centimetres of hand felted organic wool, holding her balloons, in a little house gift box that fits on the bedside table. We post it straight to them, with no invoice inside and a message card if you want one.
Headline
The Get-Well Gift That Gets Throughthe problem solved
Headline
Better Than a CardGillian P.'s own words
A06: New In: Perry, Walter, Daphne and Daisy Edited
RUN 8 Sept to 9 Nov · BUILD September · shelf static + 10s new-in film
The Accidental CollectorMost aware
The Accidental Collector who already has a shelf. She wants the next one, not persuading.
THE MESSAGE: the autumn character drops (Perry Puffin, Walter and Daphne Duck, Daisy Donkey, Hamish) announced to the people who already collect, with the free Autumn Tiny Animal over £55 as the reason to add two. ANCHOR: "He is my fifth purchase from you and each and every one have been delightful" (Amanda A.). NOT first-time buyers, occasions or Christmas. WHY: the ducks, puffin and donkey ("other" family) are 23 to 29% of Sept to Oct orders, every NEW character sits in the top 22 both months, Hamish drove repeat orders within weeks of launch, and 17% of second orders land within seven days. The free Autumn Tiny Animal over £55 ran last September. Klaviyo flows have been dead since 10 July, so paid is the only channel reaching her. Refresh the character monthly; GWP terms exactly as run.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 EditedRevised since your edit
There is a new one.
The shelf has room.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
Perry, Walter, Daphne, Daisy.
Pick your next.
We have revised this hook since you edited it.
Hook option 3 (only if the GWP runs) EditedRevised since your edit
Two for the shelf, and the autumn one comes free over £55.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
If there is already a little house or two on your mantelpiece, this is for you.
Perry Puffin, Walter and Daphne Duck and Daisy Donkey have just arrived: hand felted from organic wool, one at a time, and boxed like the others. Spend £55 and the free Autumn Tiny Animal comes with them.
Headline
New In for Autumnthe drop
Headline
Room for One Morethe collector's permission
A07: Early Bird: The Nativity Before It Sells Out Edited
RUN 15 Sept to 9 Nov (hands over to Q05) · BUILD now · 1 priced static + 10s film
The Christmas List-MakerThe Accidental CollectorProduct-awareMost aware
The Christmas List-Maker who watched it sell out last year, and the Collector who collects nativities. They know it; they want it before it goes.
THE MESSAGE: the Complete Nativity Set, ordered early by the people who watched it sell out last year. ANCHOR: "I had my eye on it last year but it had sold out so I got order in early this year" (Lisa M.). NOT stocking fillers, Black Friday or new buyers. WHY: the Nativity Set is our number one product in September (£2.3k, 19 units at £120) and October (£2.8k), two months before its peak; the Nativity landing page ran at 3.07x and the BF Nativity Donkey at 6.03x. Priced catalogue statics run 172 to 205 days in the pool. This is the pre-ramp cut of Q05 on the Christmas page. "Twelve characters" and "sold out" must be confirmed by Olly.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 EditedRevised since your edit
It sold out before Christmas last year.
Order it in September.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
The whole Nativity, hand felted, in its own drawstring bag.
Yours to hand down.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
Who wants half a nativity? The complete set saves over 15%.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Last year the Complete Nativity Set was gone before Christmas.
Twelve hand felted characters, Mary and Joseph to the three wise mice and Benedict the donkey, in an organic cotton drawstring bag, saving over 15% against buying them one by one. Order it now and it waits in the cupboard until December.
Headline
Order the Nativity Earlythe action
Headline
The Set That Sold Outthe proof of demand
A08: Wool, Water, Soap and Skill Edited
RUN under everything through Q4 · BUILD September · making-of film 30 to 60s + 3 stills
The Thoughtful FriendThe Daughter Buying for MumSolution-aware
Every persona at solution-aware, strongest for the Thoughtful Friend. Answers the only recurring complaint in 6,612 reviews: price for size.
THE MESSAGE: show one Tiny Animal being made by hand so "handmade" becomes the reason the price is fair before the Christmas buyers arrive. ANCHOR: "You can tell it was made with care" (Ruth D.). NOT occasions, offers or the box. WHY: craft is mentioned in 36% of our copy and is the hook in 4%; our one making-of film (Mother's Day close-ups, 2.73x) worked and then stopped. Craft film is the strongest convergence in the pool (ME+EM 114 days, Colours of Arley 107, Naturalmat 104). The calendar had this built in June for the autumn trust layer; it was not, so it is built now. Needs workshop footage from Kathmandu; claim only what is filmed. Hook 3 is the flagged price test.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 EditedRevised since your edit
Just wool, water, soap and a great deal of skill.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
Every face is needle felted by hand.
No two are the same.
We have revised this hook since you edited it.
Hook option 3 (price test, flagged) EditedRevised since your edit
This is why they are £19.99 and not £4.99.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
There is no mould and no machine.
Each Tiny Animal starts as a drawing on a farmhouse table in Oxfordshire, then is needle felted by hand from teeny layers of organic wool, one fibre at a time, until the face looks back at you. No plastic, no synthetic filling. Just wool, water, soap and a great deal of skill.
That is why no two are quite the same, and why the one you give is the only one like it.
Headline
Hand Felted, One at a Timethe process as the promise
Headline
No Two Are the Samesite claim, verbatim-safe
A09: In Their Words Edited
RUN under everything · BUILD September · 5 review statics
The Thoughtful FriendThe Daughter Buying for MumSolution-awareProduct-aware
The Thoughtful Friend and the Daughter, sceptical about whether it is as good as the pictures. Answers trust with 6,612 reviews at 4.97.
THE MESSAGE: a real customer review is the entire creative; the brand stays quiet. ANCHOR: "Better than any card I could have sent her" (Gillian P.). NOT specs, offers or the making. WHY: no review has ever been the creative while 6,612 reviews at 4.97 sit unused on Okendo, and twelve of the 25 brands sustain review-as-hero for months (Mother Root 281 days, Trinny 179). Nearly free to build and it carries every other concept. One review per execution, verbatim, first name plus last initial, consent for any review naming a hospital.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Review treatment 1 (verified) EditedRevised since your edit
"nothing on earth could have entranced her more than this little mouse" with five stars, Ian N., Happy Heart Balloon Mouse.
We have revised this hook since you edited it.
Review treatment 2 (verified) EditedRevised since your edit
"Better than any card I could have sent her." with five stars, Gillian P., Get Well Soon Mouse.
We have revised this hook since you edited it.
Review treatment 3 (verified) EditedRevised since your edit
"The photos do not do any justice" with five stars, Rebecca T., Mouse with Pansy.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
"Better than any card I could have sent her."
That is Gillian P., whose mum was in hospital, on the Get Well Soon Mouse. She is one of 6,612 people who have reviewed our Tiny Animals, and they average 4.97 out of 5.
Hand felted from organic wool. Delivered in its own little house gift box, straight to whoever needs it.
Headline
In Their Wordsthe customer speaks
Headline
Rated 4.97 by 6,612 Peoplerefresh on build day
A10: Just Because Edited
RUN evergreen · BUILD September · 15s film + 1 static
The Thoughtful FriendThe Husband at Valentine'sSolution-aware
The Thoughtful Friend saying thank you or thinking of you, and the Husband buying "just because". No occasion needed.
THE MESSAGE: the Heart and Flowers Sheep and the Happy Heart Balloon Mouse as the no-occasion gift, sent because you were thinking of them. ANCHOR: "I bought her for my wife as a.... Well just because. Now Lottie sits on her dresser so every morning I can hear my wife talking to her!" (David H.). NOT Mother's Day, Valentine's or Christmas; the absence of an occasion is the point. WHY: Heart and Flowers Sheep is a top-five product in September AND October (103 and 118 units) with no love occasion in sight, Happy Heart Balloon Mouse is top ten both months, and every ad for them has been tied to a February or March date. Jules B.: "My bestie went above and beyond for me and this gorgeous gift... put such a big smile on her face."
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 EditedRevised since your edit
No occasion.
Just because.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
For the friend who went above and beyond this year.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
Sent on a Tuesday, for no reason, and kept forever.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Not a birthday. Not an anniversary. Just because.
A tiny hand felted sheep holding a heart and a bunch of flowers that never wilt, posted straight to her with a message card and no invoice inside. It will be on her dresser by the weekend, and it will have a name by Monday.