The Pee&Poo brand was established in late 2004 in Stockholm, Sweden. Pee&Poo was founded by Emma Megitt, as a result of her master's degree in graphic design. Pee&Poo became an instant success both in Sweden and abroad, particularly in the UK and the USA. The duo has been featured in a wide variety of magazines and TV; for example, The Pee&Poo duo marries equal parts of aesthetic and educational elements and has thus become a success among children and adults alike. Pee&Poo works just as well as potty training inspiration, as a cuddly companion.