The science behind
intentional gifting.
Our approach is grounded in child development research and psychology. Here's what the experts say.
Less is more
“Children with fewer toys play more creatively and for longer periods.”
Too many toys overwhelm children and reduce their ability to focus and engage deeply with any single activity.
University of Toledo
Experiences last
“Experiential gifts provide more lasting happiness than material gifts.”
Family experiences create stronger emotional bonds and lasting memories than material possessions.
Cornell University
Generosity grows
“Children who learn to give develop stronger empathy and emotional intelligence.”
Early exposure to charitable behavior fosters lifelong generosity and community-minded values.
Harvard University
Why it matters
Age 7
When children begin forming lifelong money habits
Consumer Financial Protection Bureau
2x
Longer creative play with fewer toys
University of Toledo
85%
Of parents feel overwhelmed by toy clutter
National parenting surveys
Our approach
Every feature we build is guided by this research. From the gifts we suggest to how we structure savings funds, we're helping families create more meaningful moments—and less chaos.
Our founders—a physician and public health expert alongside an Ivy League–trained financial expert—bring professional credentials and personal experience to ensure our approach genuinely supports child development and family well-being.