100% TobeUs

100% TobeUs is a project by Matteo Ragni. A toy car born from a project – a design as well as a life project – and made of cedar wood (aromatic, beautiful, natural); an ecological toy (strong, simple); a thought to be taught (respect, reuse, sustainability); a toy for children, men and women of tomorrow. 100% TobeUs was born of a less than noble aim: to serve as a harsh warning to two grandmothers who were crazy about their grandson.

When he was met by a profusion of recreational items the father/designer said ENOUGH! And so, for Matteo Ragni, wooden toy cars became a passion, an engagement, an ideal. It’s an excuse for becoming absorbed in, and for asking other designers to get involved in, a project that leaves little room for ego, but plenty for childhood memories. There is the additional awareness that everyone – whether young and old – knows that when they pick up a pencil (TobeUs needs a pencil, not a mouse), their first thought is about the project’s ethics.

In this book, Elisa Massoni provides us with a complete hexegesis of TobeUs – from its birth to the toy car each and everyone of us can design by following few and simple rules! Now it’s your turn to design a TobeUs!