American Made Since 2012

Jorg Schuster

Laguna Niguel, California
Back-to-Basics TOY CAR. Made in USA.The minimalist design of a RootsRoller car sparks imagination and keeps tradition alive.

Tell us about your business.

I started making simple wooden cars, because I found myself purchasing meaningless toys, too frequently, without much thought, and only contributing to a permanent over-stimulation of my children. I noticed that their creative senses dulled, because everything was provided, at all time.  No need to think...  Crazy sounds and lights everywhere.     Apps, TV, and piles of “meaningless products”. And so it began... I made a RootsRollerTM for my son. I wasnt happy with the design right away so I made another, and another. I observed my sons behaviors while playing and made changes to the designs accordingly. Word spread and I made more, for friends and family... My son and I now spend quality time when creating together, and thats what this is all about. We created something, that didnt have a business plan, it just happened naturally. Still, every day I spend a little time creating, because creativity is something we all have... and it just needs to be unlocked!

What makes your business stand out?

The story is what makes this business unique. It simply happened, continues the momentum and it doesn't stop. This business is as genuine as can be. We are a family business. We are passionate. And our decisions are based on real values because we are the role models and the kids are the future.

What's the best business advice you've received?

Best business advice ever: "Let it grow organically" and "its ok to go slow, just never give up".

Mark Your Calendar

    Oct. 17, 2014

    2014 Award Winner and Audience Choice Winner announced.

    See past Award Winners
    Nov. 7, 2014

    Join Martha at the American Made Summit kickoff cocktail party.

    Buy Tickets Now
    Nov. 8, 2014

    Don’t miss our networking event and maker lecture series in New York City.

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    Nov. 15 - 16, 2014

    Shop for holiday gifts at the Martha Stewart American Made Pavilion.

    Learn More

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