The Sony Group was among the exhibitors at Eco-Products 2007 at Tokyo Big Sight, Japan's largest eco-exhibition. The event was an opportunity to introduce a range of Sony environmental initiatives on the themes of reduce, recycle, and innovate. At the corner for innovate, Sony presented "odo", design models powered by kinetic energy. 
Eco-Products 2007 Press Release (in Japanese)
The digital still camera design mock-up "Spin N' Snap" was developed into "Twirl N' Take", a working design prototype introduced at Eco-Products in 2007.
The camera is shaped like a magnifying glass, and spinning the roller powers the camera. Users hold the camera upright to take pictures, looking through a round hole that serves as a viewfinder. For better energy efficiency, the designers narrowed down the essential functions, such as eliminating the LCD screen. Users can insert the camera in a flowerpot-shaped USB cradle to view their shots on the monitor.
In addition to the experience of creating electricity oneself, "Twirl N' Take" offers new, more physically active ways to enjoy taking photos, by spinning the roller and peering through the playful viewfinder.
In "odo challenge", Sony presented an interactive video game that applies the kinetic energy approaches of "odo". The game is a tool for introducing the enjoyable experience of exerting a little physical effort to generate electricity.
Children twist a special generator using both hands to produce electricity, which is used to nurture an animated character displayed on the smaller screen. Once enough electricity is generated, the character grows up and leaves the smaller screen to live in "Eco Town," displayed on the larger screen, which prospers from the children's effort. Children cooperate to help Eco Town develop in a balanced way by finding characters the town needs and nurturing them so they can live in the city.
More than 800 visitors to Eco-Products 2007 tried "odo challenge", creating a wonderful Eco Town.
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