How to make a great toy part 2: Timelessness and Quality
Timelessness is hard to build into a toy, it has a lot more to do with how disconnected from popular culture the toy is and vitally how good it is at what it does. Luckily quality is something you can put into a toy. If your toy isn’t linked to a popular show, character, or (as is becoming more common nowadays) a popular app, then it’s important that the toy speaks for itself by being genuinely good at all things it’s supposed to do. For example, if it’s a toy phone it should ring, speak and perhaps even record voices for playback.
Children are pretty forgiving when a toy has a character they know on it; they’ll often overlook a lack of features or features that are less-than-brilliant, solely because they like the character on the toy. But do you really want your toy to be defined by a sticker or other added image, instead of the toy itself, especially when you consider that character brands often (though not always) come and go in popularity. If your toy doesn’t feature a famous character and you manage to get it working as a simple yet extremely playable manner, then you’re in with a chance of timelessness.
Put simply when you detach from branding and simply strive for a solid, robust and extremely fun product you might miss out on the highs associated with linking to a character but you’ll also avoid the lows. For example, the very fact that your toy doesn’t have a ‘Moshi Monster’ (or something else high in the public consciousness at the time) will make it immune to the fortunes of the Moshi Monster brand.
Perfect examples of this kind of toy are: Wooden Railway systems, Hama beads, Playmobil, Wow toys and Games Workshop sets (Warhammer and Warhammer 40,000).
What particular toys do you value for their quality/timelessness? Are there any cynics out there who think that everything goes out of style eventually? Feel free to pop a comment in the box below and share your thoughts. And for more toy awesomeness click here. Cheers, John
For your enjoyment here’s some fun with ascending tracks: