The line's focus on wheeled cars is executed with smooth surfaces and rounded edges. The streamlined modern shape is both bold and inoffensive. Built of Italian wood, these toys are coated in a toxic free (i.e. safe for children) lacquer in strong shades of mostly red, black and white, with yellow and green thrown in for accents. With many corporate collaborators, look out for the ultra sleek Batmobile-like Saab 001 Concept Car, modeled after the real Saab 92001. The sleek black Airliner and Jetliners with tiny pilots entertain both young and old; while a personal favorite is the Sailboat in white and red. Though these are pretty to look at, the rocking horse and rabbit are more interactive, with the latter the recipient of the Excellent Swedish Design Award. The company is currently taking preorders for the new organic line; presented in extremely plain, brown paper boxes.

The base line is designed by a range of Swedish artists, which are remarkable in and of themselves. But collectors try to get their hands on the guest designer's models. Most recently, as a benefit for the World Children's Foundation, the likes of Karim Rashid and Michael Graves created their own versions. With creative influences such as those, these toys are no Cabbage Patch Dolls.