Mirror founder is back with a new ‘connected screen’ startup: a gaming device called ‘Board’

Brynn Putnam, founder of fitness startup Mirror, is back with a new startup: a tech-powered gaming console that combines the best of board games and video games, called Board.

After selling Mirror to Lululemon for $500 million in 2020, Putnam returned to entrepreneurship to create an entirely new product, which she unveiled Tuesday for the first time at the TechCrunch Disrupt 2025 conference in San Francisco.

Like a mirror, the painting makes use of elements of the real world and the digital world.

The device provides a gaming platform designed for friends and family to gather around, like a board game. However, the gamepad itself is a screen that recognizes touches and gestures as well as physical objects.

This 24-inch monitor is housed in a wooden frame. The founder said that this size allows four to six people to sit to play games.

At launch, the $500 product comes with 12 launch games and 50 game pieces.

Over time, Putnam said artificial intelligence will be used to customize the device for the user.

“We’re really excited about the long-term power of AI to personalize on-device experiences,” she said. “So you can imagine vision and voice inputs, adaptive stories, dynamic environments, and accessibility features — like translation and voice-to-text.” “Over time, AI makes anyone able to be creative on board. So the board becomes more than just a gaming console. It becomes a place for creative self-expression.”

To create the first games, the startup’s internal game studio collaborated with external developers. But the long-term plan is for more developers to build the platform in the future. The company also plans to offer an app store where others will be able to bring their own experiences to Board.

Board is backed by Lerer Hippeau, the venture capital firm that led Mirror’s $3 million seed round, as well as First Round and Box Group. To date, it has raised $15 million and is raising its Series A.

When asked how she got interested in gaming for her next idea, Putnam responded, “I think play is universal… With fitness, not everyone likes to exercise, not everyone likes to exercise at home, but play really unites us. It’s kind of this universal language that connects us and brings us together.”

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