Our Story

Before Pretend…

In the beginning, there was a great big garden. The garden was laden with lots of plants, animals and life of all kinds! This is not about that garden at all.

Before we began our game of Pretend, we were not even thinking about that garden. We were thinking about how there is SO MUCH space in the ABDL business world to innovate and grow, and after a very specific ride on a Magic Monorail, we decided to try our paws at innovating on a new adventure! Thus, KidPass was born! (Wait, KidPass?! WHAT?! Read on….)

Lets just say our first brand idea wasn't without its leaks!

What's this KidPass stuff? Our first company name was KidPass in 2018, as the idea was that the products would provide you your pass to be a kid again.

The brand read "KidPass - Permission to Be Yourself." We thought the idea was strong, but realized we could up the narrative and achieve so much more!

Brainstorming further we realized there was no fight needed or permission, as we can be ourselves right now, as we are, so a change of name was due after a change of pants.

Our Five Promises & Unique Sparkle 💌

We pour our heart and values into everything we create, backed by 5 customer guarantees you can count on!

1) Fast personal support ⚡

You have self-serve controls right from your account, and if you need us, we are here to help!

2) Designed by artists you know & trust 🎨

Our ABDL artists bring the magic, and we make sure their personal signature shines in every design!

3) We do what we say 💯

We’re all about fairness and keeping our promises to the ABDL community in every aspect of our business and services.

4) We stand by what we sell 🤝

We earn your trust by building it into every step—from design to manufacturing to your doorstep. We believe in doing the right thing and creating products we proudly use.

5) Magic at every turn ✨

From discovery to unboxing and play, we fill every moment with fun and imagination. We infuse pretend into everything we do!

The PretendAgain Team

Do you ever take notice of experiences that run so smooth you hardly noticed there is a company there? Magical right? Us too, which is why we love building and creating products and experiences that surprise and delight!

FACT: It may take many talents to run all aspects of a business, but it only takes one bad experience that isn't handled properly to lose a customer for life. It is for this reason we have made customer service our top priority. We spend countless hours on the details to ensure your experience is a great lifetime experience.

CEO / Founder - Lyrick

Lyrick founded PretendAgain in 2020, driven by a passion for product design and creative innovation. A lifelong enthusiast of ABDL, Lyrick brings a unique blend of expertise in business, IT security, UX/UI, and creative writing to the table, ensuring each product is thoughtfully crafted with both functionality and imagination in mind.

Illustrator - LilChu

Chu’s art style is often recognized in ABDL comics and his commission work over the past decade. Chu holds a degree in Advertising with a minor in Graphic Design, bringing a distinctive artistic touch to the PretendAgain team. Known for his signature line style and exceptional talent for illustrating human characters, Chu’s creativity and innovative ideas elevate every project. Chu enjoys connecting with the community and also reading the thoughtful comments customers leave with their orders.

Illustrator - OzzyDerg

Ozzy’s artistry takes center stage with his premier diaper design, TryAgains—a hallmark of the PretendAgain brand and a staple in many ABDL wardrobes. His iconic soft style shines across a variety of products, including T-shirts, mugs, hats, hoodies, and playful items featuring the beloved TryAgains characters. Fun Fact: Inspired by his treasured plush bear, Osito, which still resides on his bed at home, Ozzy brought this heartfelt character to life, making it an integral part of the TryAgains story.

Graphics Artist - Darkuro

Darkuro is the creative force behind the eye-catching ads, icons, and visuals across PretendAgain’s website, social media, and products. With a degree in Graphic Design and a passion for street art, Darkuro brings a unique flair to every project, including highly detailed diaper design conversion to vector. A dedicated DL at heart, Darkuro has an encyclopedic knowledge of diapers released over the past 30 years, making him an invaluable resource and contributor to PretendAgain.

*Staff members have been left off this list to protect their identity.

Verified Purchased Product Reviews