Idbids LLC is working to create a more eco-conscious world, one child at a time.
The Atlanta-based company is the developer of a brand of environmentally friendly toys, called Idbids, which are dedicated to teaching children about earth-friendly practices. Graphic designers and moms Debbie Smith and Sarah Alvarez developed the toys in the summer of 2007, during one of the worst droughts in Georgia history.
“I was trying to teach my own family how to conserve water, especially my kids,” Smith said. “It occurred to me that it had been a lot easier to teach them habits when they were much younger. I came up with the idea of creating some characters for children to help teach about conserving water and recycling and all that.”
To help children take “iddy biddy steps for a greener world,” Idbids developed the Eco-Friendly Starter Kit, complete with an Idbids toy, child-sized backpack, storybook and field guide all made from eco-friendly or organic materials and offering lessons on steps each child can take to make the Earth a greener place.
On shelves since August, in 2008 Idbids managed to place its product with more than 200 retailers nationwide. The small Atlanta startup also garnered a nomination for a 2009 Toy of the Year award in the Educational category, sitting alongside well-known brands such as Fisher Price, Mattel, LeapFrog and VTech.
“To be a new brand and have that kind of industry recognition is just beyond our wildest dreams,” Smith said.
Made from 100 percent organic Egyptian cotton, the Idbids characters are based on the water cycle and include Scout the cloud, Lola the flower and Waverly the water drop. A book featuring photographs of the Idbids in real settings accompanies the nine-inch toys, and the field guide, printed on recycled paper, offers 10 steps for children to achieve a greener world.
The product’s eco-friendliness doesn’t stop at the Idbids characters’ messages or the items in the kit; the packaging for the Eco-Friendly Starter Kit is reusable as well, folding out into a “playland” with cut-out dolls on the back.
Launching Idbids at the American International Toy Fair in New York City in February 2008, Smith and Alvarez realized the lack of green toys that existed on the market.
To ensure exposure for Idbids at the Toy Fair, the founders purchased advertising in toy industry publications and decided to sponsor the pressroom at the event.
The duo also gained some traction online through a grass-roots word-of-mouth marketing effort that began on popular “mommy blogs.”
Taking their support of the environment a step further, Idbids recently announced a partnership with The Nature Conservancy that gives children a chance to support a wildlife habitat of their choice. Accessed through idbids.com, the online interactive program allows parents and children to sign up to support the Nature Conservancy’s programs. Idbids gives 50 cents back on every purchase to the Nature Conservancy to donate toward its initiatives.
- Giannina Smith