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Happy Jona is an online shop for children’s products (toys, games, clothes, books …) that focuses on helping parents to transfer the values equality, honesty, sustainability, empathy and respect. All products are selected by these values and if we cannot find a fitting product, we see if we can make it. Also the usability of the shop interface helps parents to make conscious buying decision. E.g. parents can filter product according to the skill they think their child should train.