For the Next Generation is a catchphrase describing Sony CSR activities aimed at establishing a sustainable society. This thinking forms the basis of the "odo" design concept group, whose devices are powered by kinetic energy. The devices tap into children's creativity, curiosity, and energy. In return, they offer new experiences, a sense of social consciousness and ecological values, and inspiration in forward-looking ways, which enhances their value even more. They are an invitation to enjoy a new level of interaction with devices, having fun moving parts, turning cranks, and using your body to generate energy as you play with them.
The "odo" project was launched in 2006. How can Sony set a good example through socially responsible product models? These prototypes represent one answer to this question posed by the Los Angeles Design Center. As demonstrations of sustainable design, they apply principles of both universal design and eco-design.
Toys that look built from building blocks are familiar and accessible even to young children. Making the series hand-powered introduces kids to concepts of environmental issues and energy sources while inspiring creativity. Parts for generating power are brightly colored, applying universal design for intuitive operation.
The product body itself would be made of recycled or Bioplastic as a commitment to the environment. With parts connected by sturdy natural rubber bands, the series uses a minimum of screws, greatly simplifying assembly and disassembly.