Jackson Fish Market, established by former Microsoft employees, specializes in creating "handcrafted software experiences," which are relatively small products that prioritize visual appeal and user experience. Their newest offering is A Story Before Bed, a web service that enables parents and grandparents to record videos of themselves reading children's books, allowing them to connect with kids even when they cannot be physically present. Additionally, Jackson Fish has introduced a series of iPhone apps for young children called Hippo Hooray, aimed at helping toddlers learn about numbers, letters, shapes, and colors. They also have several consumer-oriented websites available for brand sponsorship, such as They’re Beautiful! and They’re Ugly!—both virtual flower services, Invitastic—a straightforward event invitation platform, and What a Lovely Name—a baby naming service.