We open new channels for creative expression

We believe everyone has a right to play — and create — because we all have an innate, limitless well of curiosity and imagination.

We reimagine play to open new channels for creative expression and enable young minds to achieve real transformation.

We innovate not just toys but creativity itself — beyond screen, playroom, classroom, and age barriers.

We reframe the fear of starting something new into the joy of making something new.

Our Values

  • Play is a means to personal expression and human development.
  • Commitment to innovation and reimagining play.
  • Inclusive of everyone — beyond gender, age,
    ability, and class.
  • Consume less, minimize waste, and simplify the industry .