Back to Top

B. Story

B. ready for the unexpected.

You’re right. The colors are a little different.

We don’t spend a lot of time thinking about how things are supposed to be.

Instead, we create toys that inspire individuality.

The designs don’t line up with mathematical precision.

The look, feel and function are inspired by the world around us. By our children’s faces. Our dreams. Our own childhoods. Our travels. By Peruvian textiles and New England foliage. By a pretty bar of soap that gave us a moment of delight.

Our process? Part joy. Part love. Part mischief. Part serendipity.

You’ll notice even our packaging feels a little different, both in your hands and to the Earth. We try to make life easier for moms and dads whenever possible. And our commitment to children goes well beyond the one chasing his sister around the house with one of our drumsticks.

At the end of the day, our goal is to be bigger than a toy company.

We want to be a voice to children that says it’s okay to be curious, to be pensive, to be loud, to be happy and sad all at the same time, to be generous, to be afraid, to be quiet, to be wild, to be fun, to be open, to be scientific, to be poetic, to be giddy, to be serious, to be smart, to be free, to be you.

Just B. Just you. B. you.

B. nice to the planet.

(As far as we know, it’s the only one with chocolate on it.)

The difference in our packaging goes way beyond the surface. We scrutinize every piece to ensure its impact on our children’s world is as light as possible.


Using recycled materials.

Packaging toys in bags you’ll love to reuse.

Designing boxes to become pretty trays to hold tiny treasures.

Even making some packages reversible to become gift wrap.

Our inks are soy-based and our varnishes water-based.

Every single bit of our clear plastic is recyclable and marked #1, the most widely recycled plastic available. (Bet your town takes it.)

And when we simply have to create a tie to hold a toy in place, it’s made out of 100% recycled polypropylene (PP), easily recycled again.

To us, recycling is more than a stamp. It’s a commitment. To the world and the children in it.