Our Vision

Create a world without limits where girls and boys can reach their full potential, regardless of their gender

Our Mission

Inspire limitless possibilities and cultivate imagination and creativity by offering girls a universe of fun products that reflect all their passions

How will we do this?

COMMUNITY

Build an enthusiastic community of kids, parents, families & friends to share experiences & spread the word.

AWARENESS

Share stories to inspire our kids to be themselves & stimulate conversations about girls’ empowerment & equality.

UNIVERSE

Create a universe of engaging lifestyle products for girls that break the mold of what currently exists in stores.

Girls Can be . . . Whatever They Want!

Walk through any girls’ clothing or toys aisle, and you see the same choices—pink, sparkles, and princesses. While it’s true some girls love these things, they also have other passions.

The messages on kids’ clothing and the types of toys labelled “for boys” or “for girls” matter. Children are malleable and constantly learning from all they observe in the environment around them. Gender stereotypes in kids’ products can limit how they imagine their futures.