We choose our products based on how they positively affect a child's well-being and development. We place an emphasis on fair trade, organic items that are a joy to use both practically and philosophically. We strive to offer well-designed kids products for forward thinking parents and those with children in their lives. These elements can be seen in the chic but accessible storefronts and web environments, the high-quality, award-winning, inspiring, and educational toys as well as in the selection of clothing and shoes that let kids be both comfortable and stylish.