Prime Highlights
- Brynn Putnam, who sold Mirror to Lululemon for $500M, is set to launch a new gaming hardware venturefocused on shared, in-person play.
- The startup aims to leverage AI, affordable components, and display technologyto foster social interaction rather than screen isolation.
Key Facts
- Lerer Hippeau, the venture firm that backed Mirror’s seed round, has already invested in Putnam’s stealth-mode startup.
- Putnam will officially announce the project at TechCrunch Disrupt 2025 (Oct 27–29, San Francisco), marking the event’s 20th anniversary.
Background
Seven years after introducing Mirror at TechCrunch Disrupt 2018, entrepreneur Brynn Putnam will return this October with her latest project. Putnam, who sold Mirror to Lululemon for $500 million in 2020, is now shifting her focus to gaming hardware aimed at strengthening in-person connections.
Her new company, currently in stealth mode, is developing consumer devices that encourage people to play together rather than isolate themselves behind screens. Speaking at a recent TechCrunch at one of its investor-focused StrictlyVC evenings, Putnam said advances in display technology, cheaper components, and AI are opening the door to a “golden age of hardware.”
Unlike Mirror, which centered on individual workouts and performance, the new venture prioritizes shared experiences. Putnam said technology, in this case, is a tool to enable better human interaction, not the main focus. Inspired by Nintendo’s use of mature technology with creative design, she aims to build compelling user experiences using proven, affordable components.
Lerer Hippeau, the venture capital firm that backed Mirror’s $3 million seed round, has already invested in Putnam’s new startup. The move reflects a broader trend of renewed investor interest in consumer hardware, following years of focus on enterprise software and AI infrastructure.
Putnam’s track record of identifying cultural shifts, from the rise of home fitness during the pandemic to today’s demand for screen-free social activities, has strengthened confidence in her ability to lead new consumer trends.
Her announcement will be part of TechCrunch Disrupt 2025, which marks the 20th anniversary of the event. The conference runs from October 27 to 29 at San Francisco’s Moscone Center, bringing together leading voices in technology and innovation.
