All eyes were on Pharrell Williams last night as the "Happy" singer arrived at the Los Angeles launch party for his new back-to-school collection with Yoobi.
The musician's creative collective, I am Other, partnered with the kids' stationery brand on a limited-edition line of backpacks and other school essentials called "Yoobi x i am OTHER." The funky designs were inspired by kids and focused on the importance of being yourself.
"We wanted somebody that cared as much about embracing kids' individuality as we do," Yoobi co-founder and CEO Ido Leffler (pictured above right) told mom.me about the choice to partner with Williams, "and more than anything could inspire kids to have the confidence in themselves that we so dearly hope that they have."
Not only that, but Leffler wanted to approach someone who already had a commitment to giving back to kids, a philosophy that Yoobi embraces. In fact, for every Yoobi item that's purchased, the company donates a school-supply item from their collection to a school in need. Since the company's 2014 launch, they've helped more than 1.5 million kids across the U.S. — and they're hoping to help more.
"Our goal is to get to 5 million kids," said Leffler, who is also a dad to three girls. "These are the kids that need it the most. And our goal is for parents to vote with their purchases. Not only are they getting fun, cool stuff, but they're also showing their kids that the stuff they use every single day has an impact."
Joining celebrities such as singer Christina Milian, Peyton Meyer ("Girl Meets World") and Aubrey Anderson-Emmons ("Modern Family") at the party were kids from Los Angeles Unified School District and the Boys & Girls Club.
Seeing their smiles is what inspires Leffler and the Yoobi team, he said.
"All we do is give them a simple item," Leffler said, "and to see the joy in their faces, I never expected it to be like that."