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El Segundo, CA

Developing a sustainable, recyclable toy model to reduce plastic waste in the toy industry.

• Mission: Redesigning the toy industry with sustainable, circular products that minimize plastic waste through eco-friendly design and responsible recycling practices.  
• Innovation: Harra the Hippo, the first product, follows Cradle to Cradle® principles, allowing for disassembly and recycling, and is made from plant-based plastics and non-toxic electronics.  
• Environmental Impact: Aiming to address plastic waste, emissions, and product longevity by creating toys that can be returned for repurposing, keeping them out of landfills.  
• Target Market: Focused on eco-conscious parents, particularly from millennial and Gen Z demographics, seeking safe, sustainable toys for their children.  
• Circular Economy: Little Squiggle introduces a groundbreaking recycling model where toys are returned and transformed into new products, promoting a circular lifecycle in the toy industry.  

Little Squiggle is developing sustainable, eco-friendly toys aimed at reducing plastic waste in the toy industry through an innovative, circular recycling model. The company’s first product, Harra the Hippo, is designed with Cradle to Cradle® principles in mind, allowing materials to be disassembled, recycled, and reused, rather than disposed of. Made from safe, plant-based plastics and electronics, Harra the Hippo offers a sustainable play experience while addressing environmental concerns around plastic waste, emissions, and product longevity.

Funds raised in this campaign will help Little Squiggle finalize a sellable prototype of Harra the Hippo, conduct essential field tests, and complete U.S. safety certifications. Investment will also go toward soft tooling for manufacturing, marketing efforts to establish a strong brand presence, and operational expenses to build a runway for product development. With this support, Little Squiggle aims to engage eco-conscious parents and expand its circular toy model, creating toys that can be returned for cash-back and repurposed, keeping them out of landfills.

Company Info

A sustainable toy company developing circular toys designed to be returned, recycled, and repurposed.

Little Squiggle is reimagining the lifecycle of children’s toys with a focus on sustainability and circularity. Their patent-pending recycling process enables each toy, beginning with their flagship product Harra the Hippo, to be returned, recycled, and transformed into new toys. By using plant-based plastics and compostable electronics, Little Squiggle aims to minimize environmental impact and meet the demands of eco-conscious parents. Their design is based on Cradle to Cradle® principles, emphasizing reuse and material safety at every stage of the toy’s life.

Focused on parents from millennial and Generation Z demographics who prioritize sustainable products, Little Squiggle combines interactive play with an eco-friendly approach. Harra the Hippo is crafted for toddlers, blending fun with environmental responsibility through features that encourage tactile interaction while maintaining a safe, non-toxic design. Little Squiggle’s mission is to promote an eco-conscious future, positioning itself within a growing market for high-quality, sustainable toys that reduce plastic waste and foster a new standard of responsible play.