No child’s play: Designing toys and games is a challenging task

We don’t stop playing because we grow old, we grow old because we stop playing,” said George Bernard Shaw. It is through playing that children have fun, acquire skills, experience success and build self-esteem. Games enable children to practise, reinforce and remember what they are learning. Toys help children to have fun, achieve success and lead happy, healthy lives.

There are different kinds of toys — toys that teach, games for the family and those that are just fun. Designing toys and games is now more competitive than those who play with them!

What do I have to do?

Toy designers create safe, high quality, high value products. They brainstorm and get ideas for developing a new toy. They make sketches and drawings to describe the toy in detail. A model is made of the toy with the help of a 3D representation. Then it is tested with the final consumer — the child. Brainstorming, designing and developing innovative concepts demand the creativity of a designer.

Involved in this process are computer skills, mechanical skills, creativity and originality and an ability to relate to the interests of children. Most toy designers spend a lot of time watching children play and thinking about modifications to existing games or toys that could be used for completely new projects.

A toy designer must also market his or her new toy to a toy manufacturer, unless they are already working on a specific project for the manufacturer. To market the toy, the designer must be able to do a cost analysis and have preliminary information on the cost of production and the expected retail cost. It takes an engineer’s mentality to grasp the technical aspects of manufacturing processes, materials, safety and cost considerations. Toy designers work closely with industry professionals from companies to synthesise these skills.

Toy designers often have to know how to work with a variety of materials, including computers, electronics, plastics, metals and even different types of fabrics and stuffing. The toy that they develop must be safe and be made of only approved safety materials. Getting a copyright or patent on the toy that they develop may also be an option for private toy designers.

What should I study?

To apply for admission to the postgraduate diploma programme in toy design at the National Institute of Design, Ahmedabad, you should have completed your graduation in one of the following areas: engineering, technology, computer applications, information technology, child development, therapy, architecture, interior design, fine arts, applied arts or design. Graduates in other disciplines who have at least one year of experience in a relevant area can also apply.

The course is an amalgamation of projects and specialised inputs in the area of user psychology, technology and management. The integrated learning approach ensures that the learning from projects, workshops, and theory is assimilated holistically.

Courses on topics such as cognitive ergonomics, colour and composition, material or media technology, and design management provide the foundation in basic design. Inputs are also given to develop skills in 3D visualisation, character design and development, strategy building, illustration and experiential design through specific courses. The programme enables students to gain valuable knowledge of child psychology and development for specialisation in the areas of toys, education, games and entertainment.

What next?

The growth of the toy and game market demands that attention be given to the needs and aspirations of children and teenagers in a professional way. The developmental sector also requires a system level design approach for toys and games meant for the education, health and special needs sectors.

Toy designers can work as creative professionals and consultants with companies like Tata Interactive Systems, Creative Educational Aids Pvt Ltd, Funskool Pvt Ltd, Dhruva Infotech and HABA (a German toy and game manufacturer) as well as in social sector projects on craft design development, health, education and play therapy.

You can also become a design entrepreneur or freelance consultant designer, or even start a company to manufacture toys and games or related products and services.

where to study

• National Institute of Design, Ahmedabad.
• The Toy Association of India, New Delhi.
• Industrial Design College, San Francisco, USA.
• Fashion Institute of Technology, New York City, USA.
• University of Central Lancashire, Preston, UK.