"odo" is a design concept model group of devices, powered by kinetic energy, which Sony proposed and developed. The devices provide children with new experiences, a sense of social consciousness, ecological values and inspiration. In return, children offer their creativity, curiosity and energy to "odo," which enhances its value even more. They are an invitation to enjoy a new level of interaction with devices, by having fun moving parts, turning cranks and using the body to generate energy while playing. At the Eco-Products 2008 exhibition, held in December 2008, the Sony booth featured new "odo" devices and a workshop where children could try these new devices out. Children visiting the Sony booth could experience the fun of taking photographs using the Twirl 'N Take digital still camera and viewing them using a memory card and the Push Power Play photo viewer, all powered by their very own energy.

From March through June 2010, "odo" devices were featured at an exhibition at Sony ExploraScience in Beijing titled "Green & Eco."

Packaging policies have been a key facet of Sony's environmental initiatives for some time. Keeping the consumer's perspective firmly in mind, designers are expanding efforts to create sustainable packaging by considering, among others, how packaging be made more conducive to appropriate management after use and how it can make unboxing a new Sony product an exciting and satisfying experience.

A sustainable package redesign project resulted in the development of a brand-new slim carton for the VAIO™ NW series, launched in fiscal year 2009. The designers in charge began by verifying the relationship between packaging and customers and, after reviewing the results of this process, resolved to employ environmentally-conscious materials, as well as to minimize the size of and volume of materials used in the carton, making it easy to open and possible for customers to recycle immediately after opening.

Looking ahead, Sony will continue to incorporate the principles of sustainable design into its packaging development efforts.