Tillywig's mission is to provide retail buyers, news media, parents, and consumers with product information and reviews of superior children's products available in today's marketplace. The program was founded in 2009 by Dan Levy, a former board and card game designer (Ruckus Card Game, Hubbub Board Game, and others) who retired from manufacturing after selling the rights to Ruckus to a company named Imagination Games. Tillywig sprang from Dan's desire to take the knowledge he’d gained from 10 years of focus groups, product development, and manufacturing, and apply it in a way that benefits consumers.