A couple weeks ago, I had the opportunity to talk to Aaron Horowitz, CEO of Sproutel, about a project he's leading called Jerry the Bear
. As a relatively new parent, I'm keenly aware now of just how fragmented and saturated the toy market is. There are several toys for nearly every niche one can imagine with quality varying from high to low, pricing from super-cheap to "those aren't toy prices", and playability from mere seconds of interest to a lifetime of attachment. As a firm believer in early learning through play, I find that most toys are educational in some respect (although some toys need a stretch of the imagination to determine how they aid in development). Rarely, have I encountered a toy like Jerry the Bear who is both cute and lovable and teaches children with health issues through role playing and caretaking.