Whole Foods Market, the giant of organic groceries, is adding toys to its stock of eco-friendly merchandise, and its first order has gone to Boulder, Colorado-based imagiPLAY. The toyco has been making Earth-friendly toys for about 10 years, and will supply Whole Foods with 13 products to be carried in all 269 of the chain’s retail outlets across the US, Canada and the UK. Plus, Whole Foods stores in each region will be able to select from between 20 and 40 additional SKUs specific to their local markets. imagiPLAY founder Barbera Aimes says toy orders for five regions have already been filled, and she anticipates orders for the holiday season to start rolling in by October.

Aimes expects sales for the Whole Foods line, which includes a Veggie Cutting Set, Push Alongs, Early Bird Rattle, Elephant Rattle and Backyard Buddy Blocks, to nearly double. To handle this growth, she has begun hiring reps for each region to keep inventory flush, and is currently in the process of staking out financing to expand the company’s manufacturing facilties.