I’m’s product has been creatively designed follow the philosophy that "Only a toy which cares for a baby as well as the existing environment shall be worth classifying as ‘a good toy’." We believe that a baby who grows up with nature will have a high emotional quotient. All our natural materials are carefully selected with an environmental concern. We use replenished rubber wood timber cultivated on plantations in Thailand. This timber is a sustainable source as it is generally cut down because latex production declines as trees age. We use natural fabric such as cotton, canvas, and jute without chlorine bleaching. We support the European Directive to reduce the environmental impact by using recycled paper packages.