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Newcomer Idbids, an Atlanta company that makes eco-friendly toys for tots, chose Toy Fair as the venue for its official product launch. The Idbids Starter Kit includes a storybook and field guide that teaches children the iddy biddy steps - hence the company name - that they can take toward going green, as well as one of three plush toys: Waverly the Water Drop, Scout the Cloud, or Lola the Flower.

The trio of fluffy friends each represent an environmental cause and are made of 100% organic Egyptian cotton. (Idbids even saw to it that their exhibition booth was eco-friendly, building their floors and framework from bamboo and renewable woods). No official deals were inked at Toy Fair, but a spokesperson confirms they are already in talks with major retailers and smaller brick-and-mortar stores.

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Last updated February 22 2008: 5:19 PM ET

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