An Exploration of Cute

Here at It's Cool we only have one design directive for our toys: keep it cute. The fun is in exploring the different shapes and forms that can create this sense of cuteness. Apparently we can even make rodents and devils cute.

When you think about it, cuteness is quite the mystery. Every other emotion we feel seems to have an evolutionary purpose. We feel fear to avoid danger. We feel anger to protect what's important to us. Even love - long proclaimed to be the most magically mystical of emotions - serves to perpetuate the species in an organized way (since it groups us into families). But why in the world do we need to feel cuteness? Why this strange bubbly urge to hug it out?

We are all born cute. Babies are instantly loved and protected because of how cute they are. This peculiar warmth that unexpectedly breathes inside us may just be a hint of the kind of truly unique stuff that makes us human.