By  on June 3, 2014

Harnessing the same entrepreneurial spirit and creativity he used to launch beauty brand Yes to Carrots, Ido Leffler is taking on the school supplies category.

While shopping with his daughters, Leffler, cofounder of Yes To Inc., noticed the school-supply selection was bland and unexciting. “Shopping for school supplies used to be an adventure,” he said. His solution is Yoobi, a bold assortment of back-to-school products, currently rolling out exclusively to Target. Prices range from $1 to $9.

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