A new tech company is leaning into that dynamic by offering users a way to bring their own much-loved characters to life. <\/p>\n
NaukNauk (pronounced \u201cKnock Knock\u201d) is an app and social media platform that uses AI<\/a> to transform photos of people\u2019s real toys<\/a> and collectibles (be it action figures, Lego miniatures<\/a> or even that beloved handmade crochet puppet) into moving and speaking digital characters in short animated videos. <\/p>\n In one video, three Winnie the Pooh <\/a>plush toys gather around a book based on the animated series. The plushies appear to speak to one another, saying: “I wish Chloe was here to read the story to us,” presumably referring to their human owner.<\/p>\n NaukNauk co-founder Daniel Liu,<\/a> a 36-year-old who attended NYU Tisch School of Arts, told The Independent that the platform was a \u201clong-term idea\u201d originally aimed at adult toy collectors, but miniature hobbyists and crafters have also gotten hooked. <\/p>\n \u201cWe kind of view ourselves as \u2018kidults,\u2019 and we always knew we wanted to build something around it,\u201d Liu told The Independent.<\/p>\n Liu says these \u201ckidults\u201d – adults<\/a> who maintain a connection to childhood<\/a> interests, he explains – find meaning and identity through toys<\/a>, collectibles and hobbies they never left behind.<\/p>\n \u201cThe reason it has a stigma is that society has always said, \u2018Oh, you shouldn’t play with toys<\/a> after you grow up, you shouldn’t watch Disney movies<\/a>,\u2019 and all that,\u201d Liu said. \u201cBut now, people just don’t care anymore. It’s part of your identity, and if it’s something you grew up with, it’s not easy to abandon.\u201d<\/p>\n The startup, which has about 20 remote employees worldwide, recently raised $20 million in investment, Liu confirmed to The Independent after previously sharing the news with Axios<\/a>. <\/p>\n While Liu underlines that NaukNauk isn\u2019t aimed at children, it\u2019s already attracting young users, adding another layer to the conversation about the rapid rollout of AI and social media use by minors. <\/p>\n A 2019 Michigan Medicine review<\/a> found that apps and games on digital devices, like smartphones and tablets, can be a useful tool for children, but balancing screen time with hands-on play and real-world experiences is important for healthy development. <\/p>\n AI tools, NaukNauk specifically, have faced criticism<\/a> from people on social media, calling it \u201cAI slop,\u201d and taking away from artists and animators<\/a> bringing characters to life. Others argue that AI overall could diminish children’s imagination and creativity, that is sparked by physical toys.<\/p>\n A March report from the University of Cambridge <\/a>warns that AI-powered toys that interact with children need stricter regulation, privacy standards and safety labels, finding these products can struggle with emotional responses, pretend play and understanding kids despite potential benefits for language development.<\/p>\n The researchers said activities like playing with toys, reading, and spending time outdoors help children develop creativity, problem-solving skills, emotional control, language and social skills. Many digital games, meanwhile, come with built-in rewards and set paths that can limit imagination and opportunities for kids to lead their own play.<\/p>\n Josephine Hunt<\/a>, an educator and child development expert with more than two decades of experience, told The Independent that the key question surrounding AI<\/a> is not whether it is inherently good or bad, but “what human experience is the technology strengthening, and what human experience might it be displacing?”<\/p>\n Hunt said AI<\/a> can enhance imaginative play when it inspires creativity, but it can undermine it when it does too much of the imaginative work for children.<\/p>\n “AI<\/a> can animate a child’s toy, but we must be careful that it does not gradually replace the child’s responsibility for animating the story,” she added.<\/p>\n While AI tools can encourage creativity when paired with active, hands-on play, Hunt warned that constant stimulation and instant rewards may make it harder for children to develop sustained attention and independent thinking. <\/p>\n “Children need to experience themselves as producers of ideas, not merely consumers of increasingly sophisticated content,\u201d Hunt said. <\/p>\n Liu emphasized that NaukNauk was created with adults<\/a> in mind and is not aimed at children.<\/p>\n He said the plot of Toy Story 5 showed how a platform like his could provide a<\/a> new way to capture the magic of childhood<\/a> toys, even when you\u2019re all grown up.<\/p>\n \u201cThe general plot is like the kid, the tablet is here<\/a>, and then no one wants to play with the toys anymore,\u201d Liu said. \u201cBut actually, what we found is people are playing with their toys even more now because we\u2019ve given them a medium to actually express themselves with their toys.\u201d<\/p>\n Some parents, who have allowed their children to use NaukNauk, are seeing real value in it.<\/p>\n Sharon, a British mother-of-three, said her two youngest sons, aged 5 and 8, use NaukNauk with their plushie teddy bear, Old Ted, to<\/a> create animated stories. In particular, they\u2019ve created a series where Old Ted shares fun facts<\/a> for their older brother, who has autism and is part-time homeschooled.<\/p>\n \u201cIt has helped to nurture his imagination and given him something to focus on, which also helps him calm when particularly anxious or upset,\u201d Sharon, who asked that her last name not be used, told The Independent.<\/p>\n \u201cFor my sons, seeing toys come alive and seeing their own story ideas come to life with Old Ted is something that really fuels their happiness and excitement.\u201d<\/p>\n NaukNauk has a community<\/a> of about 1 million users on its platform, where members can share and see others\u2019 AI-generated animations. Sharon, who said her sons only use the app under her supervision, said she has found this community<\/a> to be supportive.<\/p>\n \u201cIt is a very supportive and kind community<\/a> that helps each other nurture a creative side, no matter what age the person is or their ability,\u201d she said. <\/p>\n In Calgary, Alberta, NaukNauk user Vivian, who also asked that her last name not be used, joined the platform in November after discovering it on Facebook. Her channel, Adventures of BunnyBear and Monkey<\/a>, brings a plush bunny and monkey to life through animated adventures, from laundry mishaps<\/a> to Karate Kid-inspired<\/a> training.<\/p>\n Vivian views plush collecting as a creative and comforting outlet.<\/p>\n \u201cPart of the appeal is bringing them to life through animation, like NaukNauk, or photography. Giving a plush toy expressions, poses or a personality makes its cuteness even more apparent and turns it into a creative outlet that I genuinely enjoy,\u201d she told The Independent.<\/p>\n Though she’s an active user of the app, Vivian says she doesn’t identify as a “kidult.” <\/p>\n \u201cI don’t think the label fully defines me. I’m simply an adult who appreciates cute things, finds comfort in plush toys, enjoys the nostalgia they evoke, and likes expressing creativity through them,\u201d Vivian said. <\/p>\n She also said the growing NaukNauk community<\/a> has become a supportive space where creators connect through a shared love of making things.<\/p>\n \u201cI’ve been lucky to meet so many incredible creators here. Some have been with me since the very beginning, while others I’ve met along the way as this community has grown,\u201d she said. \u201cEvery connection has made this journey even more meaningful.\u201d<\/p>\n Liu\u2019s long-term vision for NaukNauk is that it grows to be more than a creative tool and into a social media platform like Discord, Reddit or Instagram, which all exploded in popularity partly due to shared interests. <\/p>\n \u201cWe want it to be the home for, if you\u2019re an adult, you want to view NaukNauk as your home,\u201d Liu said.<\/p>\n This article was updated on July 21, 2026. It previously reported NaukNauk as having a community<\/a> of about 2,500 users on its platform, when in fact it has 1 million users.<\/p>\n![\"In](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2026\/07\/Screenshot-2026-07-08-at-2-38-46-PM.png\")
In this still from an AI-generated short made on NaukNauk, Maileg mice, a line of handcrafted Danish miniature stuffed toys, scurry through an airport (NaukNauk)<\/p>\n![\"NaukNauk](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2026\/07\/NaukNauk_Storyboard.jpg\")
NaukNauk creators use storyboard tools to plan camera angles, character poses and story flow before AI brings the scenes to life (NaukNauk)<\/p>\n![\"In](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2026\/07\/Screenshot-2026-07-08-at-2-41-18-PM.png\")
In this still from a NaukNauk-generated short, a Lego Collectible Series 6 Clockwork Robot rows a makeshift boat (NaukNauk)<\/p>\n![\"NaukNauk](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2026\/07\/NaukNauk_My_collections.jpg\")
NaukNauk has about 1 million users who share and view AI-generated animations within its community (NaukNauk)<\/p>\n![\"NaukNauk](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2026\/07\/daniel_liu_nauknauk-1.webp\")
NaukNauk co-founder Daniel Liu envisions the app evolving from a creative tool into a social platform built around shared interests, like Discord, Reddit and Instagram (NaukNauk)<\/p>\n