The logo should have a visual representation of the earth in all iterations. This is the one strict requirement.
Other suggestions would be to visually represent the young generation of 'kids' maybe with some kind of silhouette. Other than that its up to the designers interpretation.
On a more abstract level we would like the logo to convey some of the following key words: kid friendly, organic, eco-friendly, all natural, teaching etiquette, wholesome, earth friendly.
A couple of tag lines that can be incorporated into the logo:
- "Their world . . . our responsibility"
- "Earth friendly products to teach our children"
We will be using the logo heavily to drive the brand, so it should be iconic or at least translate well to an iconic version.