LIVO Emerges as Innovative Children's Brand Inspired by Founder’s Daughter’s Heart Surgery

Chen Toldano Alfi founded LIVO, a rising children’s and youth product brand, inspired by her daughter Liv’s complex heart surgery. Liv was born with a serious heart defect and underwent multiple treatments and surgeries at Schneider Children’s Medical Center, including a major operation in May 2025. During this challenging period, Toldano Alfi conceived the idea for LIVO, naming it after her daughter following a suggestion from ChatGPT, which helped her envision products Liv might enjoy.

LIVO launched its first product, a scooter, during the Jewish High Holidays in 2025 and has since expanded to include items such as ride-on toys, karaoke microphones, children’s gadgets, and tablets. The brand combines fun, fashion, and innovation, focusing on practical and trendy designs. Recently, LIVO entered the back-to-school market with orthopedic school bags for grades 1-2, trendy backpacks for teens, pencil cases, water bottles, and lunch boxes.

The orthopedic backpacks, priced from 219 shekels, and full sets including a bag trolley start at 349 shekels. Teen backpacks begin at 229 shekels. LIVO products are sold in major Israeli retail chains like Kravitz, Office Depot, Idan 2000, and Terminal X. Toldano Alfi emphasizes her hands-on approach to design, ensuring every detail meets her high standards and stands out in a competitive market.

LIVO’s school bags underwent rigorous testing by the Israeli Standards Institute, despite the absence of mandatory standards for such products. The brand is the first to receive the institute’s "tested" label for backpacks aimed at grades 5-12. Retailers praise LIVO’s quality and user experience, noting the brand’s commitment to safety and durability. Toldano Alfi aims to build long-term trust with parents and establish LIVO as a beloved brand among children and teens, focusing on gradual growth rather than immediate market dominance.