Green Toys

The Project

Beginning in 2014, Green Toys sought to better understand their products in terms of developmental appropriateness and cultivation of specific skills in children. Green Toys engaged the Center for Childhood Creativity (CCC) for our expertise in synthesizing and translating the latest research in the fields of developmental psychology, neuroscience, education, and creativity studies.


Our Approach

We surveyed Green Toys’ early product and product-line concepts using a developmental framework to highlight the specific benefits of current and potential Green Toys products, including what types of play each product fosters in children. We put together a skills map for each product, mapping which advantages their toys have for children’s development in terms of cognitive, social emotional, physical, and language development. We also led mini-lectures for the Green Toys product development and marketing teams on the most up-to-date and relevant research studies.



As a result of this project, Green Toys adjusted its product line, as well as how it markets and positions products. On new product packaging, Green Toys now includes bullet points that highlight specific developmental benefits of the toy (e.g., “encourages pretend play” or “promotes language development”).

  • As of 2017, 9 Green Toys puzzles and play sets contain the “Helps Develop” section on their packaging, based on CCC trainings
  • These products are sold in over 2,000 retail stores across the US, and distributed in over 75 countries worldwide
  • Green Toys continues to engage the services of CCC



“We’re proud that though this partnership, CCC is arming us with knowledge that helps us explain to our retailers, who explain to parents in their stores, the rich developmental benefits of our products. CCC is our access to research to ensure that we’re integrating the newest academic findings – whether on imaginative play, creative thinking, prosocial behavior, or basic numeracy – and related best practices into the positioning of our products.” – Cameron Passmore, Director, Marketing & Sales Operations at Green Toys