Our mission

Provide a launch pad to ignite imagination and a sense of wonder in all children so they can discover themselves, their passions, and their purpose.

 

There was a time not so long ago when childhood offered the space and freedom for children to explore their world. To be curious. To be creative. To be bold. To be bored. To just . . . be. Today, our overscheduled and overstimulated children are using their imaginations less than ever. It’s a crisis in the making. And it’s why we’re committed to making products that inspire open-ended thinking and encourage kids to see new possibilities. It’s part of our bigger vision to Take Back Childhood. Because by giving children a true childhood, we give them a path to realizing their full potential!

What we create

We make toys and other products that offer Countless Ways To Play. We believe the best playthings are often simple concepts that inspire children to come up with their own twists. With everything we create, we hope to encourage:

  • Free Play
  • Creativity
  • Imagination
  • Learning
  • Discovery

Starting a movement

It has become increasingly clear over the years that it’s not enough to simply make engaging toys. We feel it is our obligation to change the world’s way of thinking about childhood and play. Free time, those precious moments when kids have the freedom to create something from nothing and to follow their curiosity, is in short supply in today’s world. Real learning and growth happen when kids are given the time and space to be without structure, without rules. To turn the tide, we’re starting a movement to fight for free time and all the countless ways to enjoy it! It’s time to Take Back Childhood.

Join us

Let’s work together to let kids be kids. Here are some ideas to get started:

Plan for Play. Put free time on your calendar just like you’d pencil in soccer practice.

Let Kids Lead. Your role is to guide and facilitate, not direct or dictate.

Keep It Free. The best play, discovery, and creation truly begins with nothing but imagination.