To empower families to live their environmental values in early parenthood by keeping toys in use and out of landfills
Less is more
And fewer things leads to less stress and better connection.
Made to last
A key to our environmental future is less stuff but higher quality.
Circular by design
The things we choose to buy should stay in use as long as possible.
this started with a shocking stat
90% of children's toys are made from single use plastic, are used for less than 6 months before 80% end up in landfills, incinerators or the ocean. Whoof.
so we focused on circularity
We spent our first 3.5 years in business working on circular solutions. We launched the first-ever national toy rental subscription and rented to thousands of families.
now we're reimagining imaginative play
We're building the first dollhouse that will be used by each child for decades and last generations. Because conscious consumption starts in childhood.