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Kids Turn News

Iddy Biddy, Eco-friendly Plush Toys Could Mean Big Green for Character-Licensed Retail Sales

ATLANTA (June 3, 2008) – A trendsetting trio of colorful, Eco-friendly characters thinks small steps – iddy biddy, in fact – could mean big profits for a variety of companies seeking opportunities to go green at the 2008 Licensing Expo in New York City, June 10-12.

A growing consumer conscious for protecting the Earth, coupled with $42.7 billion* in worldwide retail sales of character-licensed merchandise, means Eco-friendly brands are poised to help licensees make some green, says Sarah Alvarez, co-owner of IdbidsTM, an innovative line of toys that teach children iddy biddy steps to keep the Earth happy, healthy and green.

A timely brand like Idbids, Alvarez says, could be a valuable property for a variety of companies that already have started – or are just interested in exploring – the development of Eco-friendly products that leverage this profitable and growing consumer trend.

“The Idbids engage children in going green through colorful characters and activities that cleverly simplify a complex issue into something a child can understand,” says Debbie Smith, co-owner of Idbids. “New experiences can be an exciting adventure for children, and learning to be green is no different.

The Idbids show children how much fun it can be to take care of our Earth.” The first lovable, Eco-friendly Idbids are Scout, Lola and Waverly, three huggable plush toys with green feet and distinct personalities. Each one is dedicated to a particular environmental element. Scout is a soft, fluffy white cloud who is knowledgeable about the air and becomes a bit cranky when he thinks about air pollution. Lola, the flower of the bunch, teaches children about trees and plants. And Waverly is a bright blue water drop who cares deeply about the oceans, seas, rivers and lakes.

Along with a storybook, field guide and an organic fabric cinch sack for the child to wear, the Eco-friendly Idbids take children on a journey of discovery to learn the iddy biddy steps they can take to protect the environment, from turning off the water when they brush their teeth to picking up and disposing of trash – and remembering to wash their hands! When children finish all of the Earth-saving activities listed in the field guide, they, along with a grown-up, visit to be rewarded with a personalized Idbids Certificate of Completion.

Eco-friendly Brands: A Natural Consumer Trend

Idbids strives to make its products – from the plush toys to the packaging – using organic, recycled or Eco-friendly materials. Idbids plush toys, for example, are handcrafted of 100 percent organic Egyptian cotton (no two are the same, just like children!), and the packaging is made of environmentally friendly and recycled materials.

The Eco-friendly Idbids brand has generated buzz since its debut at the Toy Industry Association’s American International Toy Fair® in February. The innovative brand has racked up numerous accolades, being named a “Top Toy of 2008” by, a “Breakout Toy” by, a “Top 10 Plush” by TDmonthly and a “Top Green Toy” by

The Toy Industry Association Inc.TM, the trade association that represents more than 500 manufacturers and importers of toys and youth entertainment products sold in North America, has deemed green toys and Eco-friendly brands a “hot trend” for 2008.

“Consumers, media and the industry are excited about the Idbids brand because of its depth – the brand has a mission that is comprised of much more than its green components,” Smith says. “The characters are cute, cuddly and friendly, and the brand is right on time for licensees who have Eco-friendly products – and those who are just starting to think green.”

In addition to teaching environmental responsibility, future Idbids products will be produced using the same Eco-friendly materials and “iddy biddy” educational technique to address lessons that range from nutrition to manners.

The MSRP for the Idbids Eco-friendly Starter Kit is $39.99. The Eco-friendly Idbids will be available to consumers at retail locations and online at starting summer of 2008. For more information about Idbids, visit

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Idbids, LLC, headquartered in Atlanta, is the creator and owner of the Eco-friendly Idbids characters – Scout, Lola and Waverly. The Idbids, through toys and licensed children’s products, are designed to create awareness and inspire action. Their motto is “iddy biddy steps make a biggie big difference in keeping our Earth happy, healthy and green.” Idbids strives to make its products using organic, recycled or Eco-friendly materials. For more information, visit, or call 1-877-4IDBIDS (1-877-443-2437). #