Morocco-based toy company shares parenting insights on the role of tactile play and craftsmanship appreciation.

A group of analog toy making companies are growing in as parents seek to counter-balance the overwhelming hegemony of the screen. Companies such as Tegu, Play Forever Toys, Huzi Design, or Norman & Jules are focused on making durable, classic toys that have an aura of nostalgia. Others are focused on impacting the world positively. For example, Tegu, which sources its wood from an independent factory in Honduras, supports a business model that supports  local Honduran cooperatives.

The Morocco-based Zid Zid Kids is more than an analog toy company. They’re point of view is that of the creative parent that sees smart choices rather than rules and restrictions. What caught our attention was that they are a lifestyle brand with a very well-informed perspective on the roles of both digital and analog in the world of children. Expanding on their crafted toys, they also make interior design pieces and wearables (masks, costumes). We caught up with Julie Klear, a Co-Founder & Creative Director at Zid Zid Kids, to get a better perspective on their brand values and perspective on living with kids.

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