About us

We teach feelings the way you’d teach reading

Nobody expects a child to read before they’ve learned their letters. Feelings work the same way. We help children find the words, understand what’s happening inside, and practise what helps, one small step at a time.

Get the free starter kitSee the journey
Illustration of Caitlin and Jake with the Anger, Anxiety and Sadness characters

Emotional learning, becoming a part of every childhood.

We want learning about feelings to be as normal as learning to read, in every home. It’s a huge goal for a tiny team, so we’re starting where it counts: giving every family Step 1 for free.

Illustration in The Feelings Kit character style
It started with listening

Why we started

Somewhere in your house, there’s a drawer of tools that didn’t work.

The feelings chart. The affirmation cards. The printable that looked perfect online, but your child couldn’t engage with it.

That isn’t your fault. So many of those resources were rushed and poorly researched.

Through Caitlin’s work, parents kept describing this same problem. When we looked closer, we could see why. It quickly became obvious that something better needed to exist.

So we started making it.

What we believe

Feelings can be taught

  • Big feelings aren’t bad behaviour

    A child who shouts, hits or shuts down usually isn’t being naughty. They’re struggling to understand what’s going on inside.

  • Learn it before you need it

    The best time to learn about emotions, like Anger, isn’t in the middle of it. We teach emotional literacy early and calmly, just like any other skill.

  • Depth over gimmicks

    One feeling at a time, properly. Where it comes from, how it feels in the body, and what actually helps.

  • Grown-ups matter too

    Every kit comes with a guidebook written for you, so you know what’s coming, what to say, and why. No expertise needed.

How we make our kits

Written by a practitioner, built on research

  • Written by a practitioner

    Every kit, tool, feelings wheel and guidebook is written by Caitlin, our qualified Children’s Wellbeing Practitioner.

  • Built on research

    We build every kit on professional practice and current research into how children learn about feelings. Each tool takes hundreds of hours of researching and testing before it reaches you.

  • Made to order, by us

    Professionally printed on high-quality card in the UK, so the kit survives the bottom of a school bag. Every kit is made to order, put together by the two of us and posted within 5 working days.

We’ll be honest

Our first versions weren’t good enough either. It’s taken us over a year of researching, testing and rewriting to get here, and we’ll keep improving. Just look how far Anger's come!

The Anger character as it looks today
Our very first drawing of the Anger character
Anger, then and now

Who we are

We’re Caitlin and Jake

We’ve known each other since nursery school (that’s us in the photo), and both went on to study psychology together at university. Now we’re the two people behind every Feelings Kit.


But The Feelings Kit isn’t about us. It’s about children learning to understand their feelings, and the grown-ups helping them do it.

Handwritten names 'Jake' and 'Caitlin' on a white background

Our promise to you

The Always Learning Promise

We’ll never call a kit finished. As new research, updated guidance and real parent feedback come in, we keep improving our resources, even when it means rewriting something we were proud of. Example below.

  • New research

    We keep reading the evidence. When it changes, our tools change with it.

  • Updated guidance

    When professional advice on children’s wellbeing moves on, so do we.

  • Real parent feedback

    You tell us what works at home and what doesn’t, and we listen.

A real example: The Anger Kit, 4th edition

Why 'Pillow Fight' became 'Pillow Squeeze'

Earlier editions of our 'Move It' cards included venting-based strategies, like Pillow Fight. Then a 2024 review of 154 studies found that venting doesn’t reliably reduce anger, and can sometimes increase it!

So for the Fourth edition, we replaced the venting-based cards with ones that help your child’s body settle instead of revving it up. This is known as Progressive muscle relaxation.

Before: Pillow Fight (3rd edition)
Before: Pillow Fight (3rd edition)
After: Pillow Squeeze (4th edition)
After: Pillow Squeeze (4th edition)

Research: Kjærvik and Bushman (2024), A meta-analytic review of anger management activities that increase or decrease arousal, Clinical Psychology Review.