By Cree McCree
What’s Happening
• “In the land of green, little is the new big.” Idbids help kids take iddy biddy steps toward sustainability with tiny plush friends like Scout the Cloud and Waverly the Water Drop.
• Each handcrafted character comes with its own storybook and a field guide that teaches basic lessons about green living, like turning off the water while brushing your teeth and coloring on both sides of the paper.
• Kids can hop online to test their achievements with Scout, who rewards young greenies with personalized certificates.
• CNNMoney.com hailed Idbids as one of the “5 Toy Fair Breakout Hits of 2008.”
What This Means to Business
• Idbids aren't just safe, eco-friendly toys. They actively engage kids in the process of going green with the plush appeal of Beanie Babies and the online interaction of Webkinz.
• And a little child shall lead them. Young consumers weaned on sustainability tend to be fast learners and can help well-meaning but overworked parents stay the environmentally responsible course.
Idbids: Starter kit ($40) includes one plush Idbid character, an organic-cotton cinch sack, and a storybook and a field guide with eco-friendly links.
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