About Us

The world's first climate change focused toy company

Established by Helen Townsend and Anthea Ibell in 2021, Sustained Fun is founded on the environmental principles that are an integral part of their lives. A ecologist and a marine biologist by training, Helen and Anthea entered the toy industry after nearly a decade of establishing high impact, award-winning businesses that disrupt the status quo.

Load video: Anthea and Helen talk about their origin stories

Our Team

Anthea Ibell
Anthea has always had a passion for the environment. She has studied marine biology and trained as a SCUBA instructor. After 4 years of running her sustainability education business, Remix Plastic, she wanted to apply her sustainability, business, marketing and creative skills to make a difference in the toy industry.
- Finalist 2021 Women of Influence Awards, Business Enterprise Category, Women of Influence 2021
- Finalist Australian Toy Association Rising Star 2022
- Member, Science Communicators Association of New Zealand
- Member, Zero Waste Network NZ
Helen Townsend
After living in Nepal and witnessing how much plastic ends up in their rivers, Helen realised that in NZ we produce so much more rubbish but because it's collected every two weeks we never have to confront it. Her previous business, The Rubbish Whisperer was twice recognised by KNZB as NZ's most sustainable business.
- Wonder Women Awards - Social Impact (Independent) - Finalist, Women in Toys2023
- 150th Anniversary Alumni - Environmental Advocate, University of Canterbury 2023
- Environmental Leader - Finalist, Young Enterprise Trust NZ Alumni Awards 2022

Advisory Board

Jonny Levi
Jonny was Director and Owner of Colorific for 10 years. Colorific sold 25 million products to over 40 countries during Jonny’s tenure. The business was acquired in 2022 by one of the largest privately owned toy companies based out of Europe.
These days, Jonny runs Planet Earth Ventures with the goal of supporting businesses that are supporting the planet.
Trudi Bishop
Trudi has more than 15 years of European-wide product marketing experience primarily from the toy and licensing industry. After witnessing first-hand the waste generated by these industries she began highlighting their environmental impact. Trudi believes a sustainable company should aim to do more good not be less bad.
Tim Jones
Tim is The Grow Good Guy. He delivers inspirational, motivational, memorable and impactful consulting, training and coaching to individuals and organisations. He helps them achieve meaningful goals in life, and work, by tapping into the potential of their purpose-fueled performance.