Adults always want what’s best for their kids, but always giving brand new toys is clearly not what’s best for our planet. And besides: would kids even mind if their toys weren’t new, but second hand?

Together with the great minds at Happiness and Higuita we created a unique test environment, to make a group of parents see the world through the eyes of their kids again.

Authenticity was key: so parents and kids were kept in the dark until the camera’s started rolling. With six hidden camera’s we caught the wonderful reactions of the kids and parents and created an experience that was both child-like fantastical as well as thought provoking for grown ups.