Melissa Cash: Designing Pok Pok & the Digital Playroom Revolution
“We don’t want any nonsense in front of kids because they don’t deserve it. And what I mean by nonsense is things that distract them for the sake of distracting them, that addict them for the sake of addiction.”
Melissa Cash isn’t just reshaping children’s screen time—she’s redefining the future of learning and creativity.
In this deeply insightful episode, Melissa, the co-founder and CEO of Pok Pok, shares how her own childhood learning struggles inspired a lifelong pursuit to create playful, purposeful,and non-addictive digital experiences for kids. From her early days at Disney designing for one of the world’s most beloved brands toraising a $3 million seed round while nine months pregnant, Melissa's story is one of vision, grit, and mission-driven leadership.
Pete and Melissa dive deep into topics like the psychology of screen time, the balance between play and learning, and how thoughtful design can nurture a child’s imagination instead of draining it. You’ll also hear how Pok Pok is turning heads in tech by intentionally avoiding addictive features, and why the company is betting on creativity over clicks. This conversation is a must-listen for entrepreneurs, parents, and anyone curious about building a business that puts human development at the center.
🔎 Find Out More About Melissa Cash
https://www.linkedin.com/in/melissacash/
https://www.playpokpok.com
https://www.instagram.com/playpokpok/
Key Moments
Redefining Play: How Melissa Cash and 'Pok Pok' Are Reshaping Screen Time for Kids
In today’s digital-first world, the conversation around kids and screens is more relevant—and more polarized—than ever. But Melissa Cash, co-founder and CEO of PokPok, is offering a radical reframe: What if screen time could actually be a gateway to creativity, independence, and open-ended learning? In this episode of Forward Obsessed, Melissa unpacks the journey that led her from designing kids’ apparel at Disney to founding one of the most thoughtful, purpose-driven companies in children’s tech today.
What unfolds is an honest and compelling discussion about childhood development, startup growth,and what it really means to build for the next generation. Melissa shares how her early experience as a visual learner—and a patient teacher with a handful of rocks—shaped her lifelong approach to learning. She also dives deep into how Pok Pok’s design philosophy avoids addictive gamification in favor of child-led exploration, why “boring” digital play might actually be better, and how Black Box Days are driving true innovation within her team.
From Rocks to Creativity: The Origin of a New Learning Philosophy
Melissa’s story begins with a simple, unforgettable moment: struggling to learn multiplication until a teacher used rocks to explain groupings. This revelation that learning could be visual and story-driven laid the groundwork for everything she would do later. At Pok Pok, she’s taken this lesson to heart, crafting digital toys that mirror real-life playroom experiences—ones that let kids tap into curiosity on their own terms.
Insteadof relying on levels or points, Pok Pok’s apps invite children to tinker, explore, and discover hidden features organically. As Melissa explains, “We want kids to engage meaningfully… but we don’t want them to get addicted. That’s a fine line, and we’re adamant about balancing it.” It’s a philosophy that flies in the face of most app store trends—and one that’s finding passionate advocates among parents craving something better.
Building a Calm, Curious Corner of the Internet
Melissa offers sharp insights into the current state of children’s media—where much of what’s labeled “educational” is actually rooted in memorization and reward-based interaction. Pok Pok takes the opposite stance: less noise, more autonomy. By intentionally limiting background sounds, rewarding curiosity over completion, and removing flashing visuals, Melissa and her team are designing tools that respect a child’s natural developmental pace.
And it’s working. One of the company’s most remarkable KPIs? Virtually no meltdowns when kids are asked to put the app down. For a parent, that’s everything.
Fundraising While Pregnant—And Why Female Investors Matter
In one of the episode’s most powerful segments, Melissa gets candid about what it was like to raise a $3M seed round—while nine months pregnant. From gasping through pitch calls to going into labor while waiting on the final check, she paints a vivid picture of the grit, pressure, and emotional complexity of building a company while becoming a mother.
But her biggest takeaway? The need for more women investors. Determined to shift the gender imbalance, Melissa delayed closing part of her Series A round to seek out female decision-makers. “Now I can look my daughter in the eye and say, ‘At least we waited for some.’” That decision, she believes, has strengthened Pok Pok in more ways than one—not only by diversifying their cap table, but by bringing on advisors who deeply understand the reality of parenting and entrepreneurship.
Inside Pok Pok’s Culture: Black Box Days and Creative Freedom
One of the most unique elements of the episode is Melissa’s look behind the scenes at how her team fosters innovation. Each month, Pok Pok employees take a “Black Box Day”—a meeting-free, responsibility-free space where they can pursue any curiosity or idea related to the company, but outside their day-to-day role.
This has led to unexpected wins, like an animator creating one of Pok Pok’s most successful digital toys, and early use of ChatGPT to synthesize user feedback across platforms. For Melissa, this approach is about trust, exploration, and giving people space to show up as more than just their job description.
The Road Ahead: Designing for the Future of Childhood
Looking forward, Melissa sees Pok Pok growing beyond apps into a full-fledged brand—podcasts, video, and even physical experiences—anchored in the same mission: to be the go-to resource for healthy, creative screen time. As AI becomes increasingly integrated into childhood, she emphasizes the importance of nurturing divergent thinking. “Our job is to make sure kids know how to think creatively and differently… to develop the skills that make us most human.”
In an age where more apps mean more distraction, Melissa Cash is building the exact opposite: calm, delightful digital experiences that respect both the child and the parent. And as this episode shows, she’s doing it with heart, grit, and a radical commitment to reimagining what screen time could be.
Key Takeaways:
✅ Kids learn differently—meet them where they are. Melissa’s story about learning math with rocks shows how creative teaching can unlock real understanding.
✅ Design for curiosity, not compulsion. Pok Pok avoids addictive mechanics, focusing instead on calm, open-ended play that lets kids explore at their own pace.
✅ Protected time sparks innovation. Pok Pok’s “Black Box Days” give team members space to tinker, leading to unexpected product wins—like a top toy concept from an animator
✅ Digital play can be deeply meaningful. Melissa believes apps can feel like real toys—if they’re thoughtfully designed to inspire imagination and avoid overstimulation.
✅ Culture shapes product. From cutting red tape to prioritizing team wellbeing, Melissa ensures Pok Pok’s internal values align with the kind of world they’re building for kids.
Further Reading:
The Courage to Be Disliked by Ichiro Kishimi and Fumitake Koga: A bold philosophical dialogue that challenges readers to let go of people-pleasing, embrace personal freedom, and take full ownership of their lives—based on Adlerian psychology.
The Power of Play by David Elkind: Written by a leading child psychologist, this book explores how play is essential for healthy development, arguing against over-scheduling and early academic pressure.
Screenwise: Helping Kids Thrive (and Survive) in Their Digital World by Devorah Heitner: A practical guide for parents navigating kids’ relationship with tech, offering thoughtful strategies for mentorship over monitoring and fostering digital resilience.
