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Wishbone Design Studio

Wishbone Design Studio creates products with enduring value that evolve with the changing needs of families. We're proud to be learning how to apply Circular Economy principles for sustainable business.

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Good ForValuesCertificationsScore
Recycled Material Packaging Recycling Own Products 2
People & Animals
Ethically Made 1
Family Owned Business Charitable 2
Your Health
Non-Toxic 1
Your Wallet
Repair Services 1
Product Categories: Baby & Kids Toys

We're a family business in Wellington New Zealand, having ideas, making stuff and, like you, feeling the jolt as covid-19 arrives on our tiny blue planet.

We're shipping each order with a little Wishbone joy to help you pause and be present for the milestones and memories this year!

Above all, we’re humans, hoping to change things. Maybe you’ll buy less because your Wishbone is great. Make repairs or dive into a refurb then re-gift. Maybe you’ll slow down, take time, get outdoors. Watch the clip below to go inside our studio and learn what makes us tick.


To create a new generation of children's classics so simple and smart they will change you and the future for better.


Wishbone is a brand for active families, design lovers and conscious consumers. Our transformational designs aim to change the way we think, move and play, creating a deeper connection between humans, the environment and the stuff we own. We are proudly anti-consumption, applying Circular Economy principles for the next generation.

We'll always be learning and we're happy to share. Deep-dive below into our design values...

Whenever something fails, we make a choice: repair or throw away? Product design can influence that decision, but the global toy industry has had different priorities. We're changing all that.

Once upon a time, all goods were "durable" - made to last, repaired, and kept in use for generations.
"Consumer" goods - things we use up immediately or at most within three years - are a more recent phenomenon. They've spread on a tide of industrialisation, changing fashion, advertising and disposability.
Too often, modern children's toys are designed as consumables. Good for a few uses but when we break 'em, we bin 'em.
At Wishbone, we're designing products with classic styling and durable materials that are seriously repairable...

We've come up with our very own Gold Standard for Repairable Stuff. We're not perfect yet, but we know what we're aiming for.

- Design for disassembly
- Use standardised components
- Make spare parts available & affordable
- Offer instruction for beginners online
- Give lifetime customer support

less waste
In the 1700s, the industrial revolution triggered a new global problem. Humans could extract and use up the planet's resources faster than they can regenerate.

Today, we know the solution. It's called the circular economy.

Our goal in the circular economy is to design better from the outset and support people to change their consumer habits. We will:

* design out waste from the goods we produce, entirely
* design for longevity to keep precious materials in use
* design to enhance our natural environment.

Here are some design strategies we use to reduce waste while at the same time adding value.

Extended Product Life: We create multi-functional and size adjustable products to grow with your child

Less raw material: Wishbone Bike Recycled Edition has hollow components to minimise raw materials. Five frame parts are fixed with a single bolt offering unequalled adjustability.

Waste is Value: Wisbone Bike Limited Edition's printed artwork disguises less attractive grain markings on otherwise perfect frame components.

Easy repairs: Wishbone products are simple to disassemble and 100% repairable, with all parts available after-market.

Secondhand Market: Reusing an item by passing it on is the best way to maximise value from the materials and energy in a manufactured good. So we created a webpage to help sell your pre-loved Wishbone online!

good materials
Living on planet Earth is like living on a spaceship - with finite food and resources we must know what we have and plan how to reuse it. Forever.

Let's begin by debunking the idea that paper - or even wood - is always better than plastic. In fact, it all depends on the function you have in mind and which type of paper or plastic you choose.

Here are three basic principles when looking for good materials:

Principle 1: Know precisely which materials are in your product or component

Principle 2: Choose safe materials from a sustainable source that are fit for purpose

Principle 3: What's the plan to reuse it again and again forever?

For designers applying Circular Economy principles, selecting 'safe and circular' materials is possibly the most important, and tricky, thing we do. That's because, as it turns out, chemistry is super important and we didn't pay enough attention back when we should have...

There are three steps to implement principle 1. List all the parts in a product, list all the materials in each part, then list all the chemicals in each material. Got it? Not so easy, right... We have a couple of strategies to cope with this overwhelming task. Use an RSL - that's a restricted substances list for your suppliers and testing labs identifying which materials you simply won't accept. We're also focused on materials we use in the largest volumes, because, well, one needs to begin somewhere.

Once we know the chemicals we're working with, principle 2 helps us choose materials.

* Safe materials have no negative health or environmental impacts.

* Circular materials either a) come from a waste stream and can form part of a perpetual cycle or b) are renewable and extracted at a rate slower than they can regenerate, while protecting biodiversity and ecosystems.

* Fit for purpose means the material can do its job for the period of time we expect without adding other chemicals - like finishes or additives - just to enable it to work.