Our First Category: Sustainable Plush, Designed With Purpose
At Grovii, everything starts with intention. That’s especially true for our very first category: sustainable plush.
Plush toys are often impulse purchases, loved deeply for a short time, then forgotten. We wanted to rethink that entire lifecycle, from how a plush feels in your hands, to what happens when its story with you is done.
Introducing Midori Plush
Our first style is Midori, a chibi-influenced plush design language that blends softness, simplicity, and emotional warmth.
The name Midori comes from the Japanese word for green, a color often associated with nature, balance, renewal, and calm. It reflects how we think about both design and sustainability: thoughtful, gentle, and intentionally connected to the world around us.
Midori plush are designed to feel comforting the moment you pick them up. Super-soft textures, rounded proportions, and carefully considered details make them approachable, giftable, and timeless. The goal is not novelty for novelty’s sake, but characters and forms people genuinely want to keep.
Made From What Already Exists
Sustainability at Grovii is not a marketing layer. It’s built into the product itself.
Our Midori plush can be made using upcycled and recycled fabrics, responsibly sourced plush materials, recycled or low-impact fill, and thoughtfully designed packaging that minimizes waste. By prioritizing existing materials and reducing virgin inputs, we lower environmental impact while maintaining the softness and quality people expect from a premium plush.
Designed Not to End in a Landfill
Here’s the part that matters most to us.
Our goal is simple: Grovii products should not end their lives in a landfill.
As we grow, we are building programs that allow customers and partners to return products at end-of-life. Those materials can then be reused, reworked, or transformed into something new. A plush can have more than one chapter.
We believe sustainability is not about perfection. It’s about responsibility, transparency, and continuous improvement.
Midori plush is our first step, but it sets the standard for everything that comes next.