Press kit · For immediate release on November 10, 2026

Wish & Wrap launches on iPhone to keep family gift-giving a surprise

A new app gives families one place for everyone's wish lists, lets relatives shop for each other in secret, and puts each person in charge of who sees what.

The story

Every holiday season, families juggle wish lists across group texts, screenshots, store registries and sticky notes. Someone buys the same gift twice. Someone else gets nothing they wanted. And the surprise is spoiled the moment the list owner can see who bought what.

Wish & Wrap brings the whole family's lists together in one iPhone app. Adding a wish takes seconds: scan a barcode, snap a photo, say it out loud or paste a link, and the app works out what the item is. Shoppers reserve gifts privately, so the person on the list never sees who is getting what. Siblings and cousins can chip in on a bigger gift together, and anyone can plan a gift someone mentioned in passing, tied to Christmas, Valentine's Day or a birthday, without it ever appearing on that person's list.

Families also decide who sees what. A list can be shared with only the people its owner chooses, and a single wish can be hidden from one person. Grandparents and relatives without the app can shop from a simple web link.

Key features

• Add a wish in seconds: barcode scan, photo recognition, voice search and link import.
• Secret shopping: private reservations and a step-by-step tracker from reserved to given, with one-tap undo.
• Planned gifts: save a gift someone mentioned for a specific occasion. It never shows up on their list.
• Chip in together: split a bigger gift with a running total, invisible to the recipient.
• Where to buy: the best stores for each item, from Amazon and Target to the specialty shops that carry it.
• Who sees what: private lists for chosen people and wishes hidden from specific relatives.
• The whole family: partners, kids, parents, grandparents, cousins and friends, plus a shared family list.
• Preset occasions: Christmas, Hanukkah, Easter, Mother's Day, Father's Day, birthdays and more, with dates filled in.
• Twelve themes to make the app feel like home.

Fact sheet

Logos and brand

Please write the name as Wish & Wrap (with an ampersand).

App screenshots are available on request and will be added here at launch.

Media contact

For interviews, early access or review codes, email [email protected].