Company Spotlight: Idbids
by Christina Lee on December 9th, 2008
In September 2007, Georgia’s Environmental Protection Division banned most outdoor water use in the state, as it was suffering through one of the worst droughts in its history. There and then, Debbie Smith and her family had to learn quickly the basics of water conservation.
But once her family knew what to do – take shorter showers, turn off the faucet while brushing their teeth – Smith still found herself struggling to break old habits of her husband and teenage kids.
“And then it just occurred to me,” as Smith recalled, “it would have been a lot easier to learn those things when you’re very young.”
What could have remained a wistful thought instead became the premise behind one of this year’s most talked-about toys. Both BusinessWeek and Time have taken note of Idbids – the company formed by Smith and fellow mother Sarah Albarez – and their Eco-friendly Starter Kits. Made entirely out of recycled and organic materials, these kits also deliver to children what could be their first lessons in environmentally conscious behavior.
Leading such lessons are three characters – Scout the cloud, Lola the flower, and Waverly the water drop – in a picture book and “field guide” printed on recycled paper with eco-friendly inks. In plush form, they are made entirely out of organic cotton, like the kit’s backpack in which everything can be stowed. These characters, according to Smith, were designed as deliberately as they were made.
“We have made Idbids characters look very simple because kids like to draw things all the time. They may draw that cloud and do the face on it [like Scout],” she said. “The thing is, when they look up at the sky and the clouds, we hope that they will look at it a little differently – that they’ll think it’s something that they do want to take care of and learn about.”
Finding the right cotton for their plush toys – which Smith described as feeling “almost like your lovable ol’ blankee” – became the most difficult part of creating the kit. After the company became a member of the Organic Trade Association, its co-founders researched extensively online to find a manufacturer that grew and processed its cotton properly, with valid certifications.
“Because of the nature of what we’re trying to teach, we are going to strive to make our products in the most environmentally friendly way that we can,” Smith said.
And, as Idbids and its kits rose to popularity, the steps Smith’s family has made to conserve has also amounted up to one very environmentally-conscious household.
“Surprisingly enough, our habits have changed a lot,” she said, “though I still think it would have been easier if I had Waverly when the kids were two or three.”
Idbids, P.O. Box 888405, Atlanta, GA 30356. Call 1-877-443-2437 or visit www.idbids.com .