We didn't create these toys to be the most revolutionary. We created them to be the most used.
For nearly four years, we’ve had thousands of conversations with people about what they actually use, what they love and what ends up forgotten in a drawer. This collection is the result of paying attention to all of it.
Every decision came back to whether it genuinely made the product better to use. If it didn’t, we left it out. We wanted to do fewer things, and do them properly.