They aim to:
* Simplify children's toys.
* Remove gender/race biases from children's products.
* Create time and space for a child's inner journey.
* Emphasize the joy of discovery, imagination, creation and learning.
* Engage parents and caregivers in their children's playtime.
* Reduce screen time.
* Reduce/eliminate unsustainable ingredients, packaging and practices.
* Reduce plastic use.
