100% TobeUs began as the brainchild of Italian architect and designer Matteo Ragni who became a father and realized that modern day toys were nothing but disposable objects with no real value or meaning. So began his quest of “giving children the possibility to love an object” and TobeUs was born – wooden toy cars made from cedar that are built to last and cleverly designed by skilled designers.
Cedar, with its distinctive smell and durability, became the perfect material choice. With the help of Alessi, 100% TobeUs expanded the project to include 100 toy cars that were designed by 100 designers, all to be shown in an exhibition in Milan. Take a peek at all 100 cars here.