The whole idea
Every toy points somewhere.
A category tells you what a toy is. A direction tells you what it does once the box is open. Every product carries exactly one.
→ Builds
Structure, balance, cause and effect. These toys reward a kid for trying the thing that did not work last time.
7 toys →
→ Imagines
Open-ended, no right answer. The toy is a prop and your kid writes the story around it.
11 toys →
→ Moves
Big muscles, small muscles, and the ones in between. Made to be pushed, thrown, pedaled and chased.
8 toys →
→ Solves
A problem with a satisfying click at the end of it. Patience, sequence, and the joy of finally getting it.
13 toys →
→ Nurtures
Someone to take care of. Practice at gentleness, routine, and looking after something smaller than you.
5 toys →
→ Creates
Something that did not exist before your kid sat down. Messy on purpose.
9 toys →