The toy industry is one of the worst offenders when it comes to the wasteful consumption of short-lived plastic products. My sister and I aim to flip this model on its head by creating our own hero based toys that are aligned with the values of today's conscious consumers. The proposed new brand, the Leif and Emma Collection, is the result of 2 years of immersing ourselves in the toy industry, including direct feedback from children and parents.
The Heroes: In the first story, Leif and Emma discover their magical gift of designing models out of sticks that become life size structures. Their super-power represents every Engineer's, Architect's, or Designer's dream - to see their models become real.
The Collection: The flagship product, the 'Starter Set', will include 41 blocks + 1 game + a canvas tote bag. Age appropriate 'Add-ons' allow the set of blocks to be used for different purposes, thus adapting as the child grows and strengthening the emotional bond with the brand.