Jill Who Put The ‘Roo’ Into Frugal Promotes Award-Winning Environmentalism

12 December 2025

Mrs. Roo was a core character in the award-winning The Eco Zoo online pop-up picture book in the late Noughties and early 2010s.

Mrs. Roo is the kangaroo character in The Eco Zoo story world. She is depicted as a thrifty, practical kangaroo who carries a shopping bag, which is a visual symbol encouraging reusable bags and careful consumption.

The Eco Zoo began as a children’s picture-book project around 2006 and was developed into an interactive Flash web project around 2007–2008 by creative boutique Enjin together with McCann Erickson Japan. The web/popup-book version became widely noticed and won creative-site attention, including recognition through the Favorite Website Awards.

The Eco Zoo project imagines environmental issues from animals’ points of view. It uses comic, character-led stories to teach eco-friendly habits via narrative and interactive pop-up pages.

Mrs. Roo’s shopping-bag image is an explicit, child-friendly shorthand for “bring your own bag and avoid plastic,” which matches the project’s goal o presenting eco behaviours from an animal’s perspective. The kangaroo’s pouch and bag motif makes the message concrete and memorable for kids.

In addition to Mrs. Roo, the characters included Mrs. Angkor Watt, an electricity-saving fish, Mr. Bag, a bagworm moth larva promoting warm business ideas, Yagi-chan, a goat with wool and who goes paper-free, and Mr. Kappa Field, who opposes single-use items. These characters embody single-issue eco-lessons.

The project picked up awards and was noted in creative and design roundups.

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