What is
Nurturing the Joy of Life Through
“Art-Chiiku”
Our Approach to Early Childhood Education
E-TOO is an educational toy brand whose name is derived from the
initials of the phrase
“Everyone has Their Own Opinion.”
We provide educational toys and insights designed to stimulate children’s imagination and nurture
their creative abilities to shape their own lives.
Now and always, striving for a world where everyone is different, and everyone is wonderful.
-
Art-Chiiku" — Learning to Live a Life Without a Single Right Answer
The "Art-Chiiku" we advocate is early childhood education designed to nurture creativity and non-cognitive skills — the human capabilities that will matter most in the years ahead.
In English, "art" already carries a broader meaning: not just paintings or sculptures, but the skill and craft of doing something well. That is exactly the spirit behind Art-Chiiku. Rather than narrowing "art" to a visual medium, we use it to mean something closer to the art of living — the ability to navigate a life that has no predetermined answers.
Skills like self-control, perseverance, cooperation, and empathy cannot be measured by test scores. Yet they are precisely what allows people to approach complex, open-ended challenges from multiple perspectives. E-TOO's educational toys help children build these skills naturally — through play. -
Evidence-Based Product Development
From the development stage onward, we go beyond standard toy manufacturing tests — such as durability and safety — to also scientifically evaluate the effects these toys have on children’s brains.
By collaborating with neuroscience experts, we apply scientific evidence derived from EEG measurements from the product prototyping stage to develop educational toys that maximize children’s brain development and non-cognitive functions.
With our data-driven development approach, E-TOO will
continue to deliver safe, reliable products that effectively foster creativity and non-cognitive skills through play.
Industry-Academia Collaboration
-
Kyoto University of the Arts
We are collaborating with students from the Children's Art Course at Kyoto University of the Arts to jointly design and develop educational toys. Informed by their daily scientific research on early childhood play from the perspective of "children and art," E-TOO will continue to
focus on developing new educational toys. -
株式会社
グローバルキッズ様関東圏で保育施設を運営するグローバル
キッズ様におもちゃ開発のご協力をいただいています。
実際に子どもたちに開発中の玩具を遊んでもらい、保育のプロである先生方から安全性や遊びやすさ、そして子どもたちが心から楽しめているかのレビューをいただいています。
その結果を元に改良された製品を皆様にお届けします。
