Different associations are important for regulating and promoting good practices of sustainable product development. On the case of children products, there are many considerations to take, such as mental and physical development or safety. Knowing this broad challenge, how can associations better aid on the development of Design Guidelines for children? In Japan, the country’s context and challenges have led to the development of the Kids Design Association, or KDA, a Non-Profit organization dedicated on the achievement of three missions: “Contribute to children’s safety”; “Develop children’s capabilities, encouraging creativity and sensitivity”; and “Support caregivers during pregnancy, birth and child raising”. Based on an investigation period, the following paper is a case study of the Kids Design Association, exposing its story, goals, relation with society, growth, and performed activities, especially the “Kids Design Award”, a commendation program for acknowledging design practices that takes children needs and standpoints in consideration. We aimed to observe design trends and challenges regarding both Japanese Society and the association. As results, although some of the procedures are oriented exclusively for Japan, we found that the KDA approach could effectively bridge companies with academic knowledge and social demands.