Janice Masoud's children convinced her of the benefits of organic materials.

There were no drawn out debates, just a series of allergic reactions to pesticides and other toxins commonly found in children's clothing.

Searching for a way to protect them, Janice, a clothing designer, and her husband and business partner Mohamed turned to organics and discovered Egypt's Sekim Initiative Farms. Not long after that her company "Under the Nile" was born.

Janice started out making clothes for children using organic cotton from the Sekim farms, but quickly added baby toys to the list. After all, if her children could get allergic reactions to mainstream materials just by wearing them, what could they do to babies who put them in their mouths?

'As parents ourselves, we created Under the Nile because of our concern about the pollutants that our children are exposed to, which includes the clothes they wear,' Janice said.

Under the Nile's toy range broke ranks with the conventional soft toys, with the company creating a range of fruit and vegetable toys, all made using organic cotton and all safe for babies to suck on.

They're toys that are not only safe to play with; they also encourage healthy eating habits in children by starting them out with beans, carrots, tomatoes, mushrooms, broccoli, grapes, and bananas as the 'friends' they play with.

They have been adopted by the Hollywood set, with famous parents such as Friends star Courtney Cox, supermodel Heidi Klum, Laura Dern (Jurassic Park), and ER star Noah Wylie all using Under the Nile products for their children.

Under the Nile helps not only they children who wear its clothes and play with its toys, but boosts whole communities in Egypt, where it follows the 'fair trade' model; guaranteeing fair prices are paid to the farms that grow the organic cotton and that fair wages are paid to the people who work on them.