Our Mission

Build a society of environmental stewards to save our planet starting with our youngest learners. We achieve our mission by redefining the paradigm of ownership and consumption starting with toys.

We Believe

Small changes lead to big impacts.

According to scientists, affluent overconsumption is the leading cause of climate change. Minimized consumption and reuse at the household level can slow climate change and be a key step towards saving our earth.

Environmental stewards come in all sizes.

Researchshows that habits and infant imitation begin as early as 14 months. By breaking the cycle of over-consumption and normalizing reuse of children’s toys, we can empower an entire generation to consume consciously.

Our Commitments

Plastic Free Promise

We include ultra-premium wooden toys for a reason. They are durable, sustainable, and do not contribute to the incredible amount of plastic waste that cannot be recycled and ends up in landfills, incinerators and the ocean.

Simple Packaging

We intentionally ship our products in American-made recycled brown packaging and fill (with no added dyes and inks for fancy branding), 100% recyclable kraft tape and ask that our customers reuse their boxes when exchanging.

Source Domestic

We prioritize sourcing North American-made products to reduce carbon emissions from shipping. Currently, of our 12 brand partners, 5 are manufactured in North America, 3 in Eastern Europe, 3 in Asia and 1 in Central America.

Judgement Free

We are on the journey towards conscious consumption and parenting with each of you. Every journey is unique and we respect the differences in every path.


Our products, learning content and materials are all vetted by and developed with early childhood educators who have built their careers educating children.

Constant Improvement

Our journey as a business has just begun. We know there are strides we can make daily to improve our company’s business, environmental footprint and impact with families.