This project was created for the 2015 RSA (Royal Society for the Encouragement of Arts, Manufactures and Commerce) Student Design Awards. It got short-listed as one of the best concepts from 112 submissions for the worldwide design challenge "Fair Play" with the following brief:
“Design or re-design a consumer toy and its product packaging to minimise waste and environmental impact.”
This very open brief had to be narrowed down to a more focused brief after having done a lot of research in different areas to successfully design a consumer toy. Ethnographic research has been conducted with many parents, educators, nurses and sales persons in local toy stores and the London Toy Fair in January 2015. Since the user (child) is very different from the customer (parents), special attention had to be put into the difference of usability, fun and marketing of the product. After a lot of research, brainstorming, sketching and prototyping, 2 concepts were developed, which eventually resulted in the toy "SwivelCork".
SwivelCork is a natural play experimental toy that gives children (age 4 to 7 years) the freedom to explore a range of different structures and to have the option to build in any direction desired. The principle behind this toy is to teach children a range of different skills in an integrated way. SwivelCork is made out of cork and recycled rubber. The form is kept in a natural and curved way, which sets it apart from other construction toys whilst also having a 360 degrees rotational option on each brick. The set also includes a circular brick, which gives kids the chance to build vehicles or people.
The main focus behind this was being able to use it in conjunction with other toys such as HotWheels and Schleich animals, for which you could build bridges, tunnels or a farm pen. The possibility to build tall towers was key as kids love to build high and this toy gives them no restrictions. SwivelCork also encourages parents to join in, too.
The box is made out of recycled corrugated cardboard, which has perforated split lines, which turns the shell into inspiration cards when you rip it apart and thus minimises waste. Included in the box is also a canvas bag to keep the pieces safely stored when not in play.
Overall, this toy and packaging was designed to be long-lasting, 100% environmentally friendly and to be left for family and friends if not needed anymore.
Background information: Condensed research summary
Research has been done throughout the design process to avoid problems early on and see how appealing the product is for kids in terms of attractiveness, play experience and the amount of time they spend with the toy.
More // Process of model making and user testing with 3-5 year olds in a kindergarten.
