Toyish Kickstarter Campaign

Background: While working as an Industrial designer at Toyish Labs Inc., I helped organize and develop a crowdfunding campaign on Kickstarter to raise funding for toy manufacturing.

Learnings: Through the experience, I developed multiple skills in various disciplines, such as managing social media. Most importantly, I recognized the power of telling good stories. Stories that root deeply in understanding the audiences and what they value. 

Company: Toyish Labs Inc.

Team: 2 designers, 1 photographer, 1 video editor 

My Role: Campaign co-creator, Campaign story line development, Campaign material production, Copywriting (partial)

Duration: 1 month

Tools: Illustrator, Photoshop, Premiere Pro

Recognition: raised over $40,000 in a month, selected as one of the favorite projects by Kickstarter, covered by multiple media outlets 

 
 
 

* The following content is a replica of the original Toyish Kickstarter campaign page on the Kickstarter platform. * 

 
what's toyish-01.png

Toyish is a hands-on toy kit that empowers children to design and build their own toys. Watch your kids light-up with joy!

toyish_gif_heli_save-for-web.gif
2ebe7480dfe96f87827f91d332933cb7_original.png
 Toyish coloring pages

Toyish coloring pages

 

Take a Tour Around the Toyish World:

 

Toyish Prestigious Awards:

fedd32639067e390df1989404cb589d0_original.png

As Featured On:

52ed0c550760256519fb288bdfbebb61_original.jpg
 
2b82313ad6aaafea7bce45326bfaf450_original.png

Toyish is for girls and boys ages 3 and up. Making your own Toyish is easy:

make-your-toy-changing-toy-set-changing-coloring-web-no-subtitle.gif
 
6909134f42f5a1ff952cdad242b0a7ab_original.png

1. Toyish empowers kids to be active creators rather than passive consumers.

Toyish engages kids by keeping both their hands and minds active. By combining two important STEAM activities; art and building, kids will invent and explore while stretching their attention spans as long and as far as their imaginations can reach.

6a6e7461d05bd272406268ff903dabc0_original.png

2. Toyish enables kids to play together.

With Toyish children play collaboratively or independently, they interact and construct creativity and knowledge together. There are endless story lines to develop so they can reinvent and reconfigure as they play.

5c053240095bd8be091719118bc5180d_original.jpg
 Toyish encourages parents and kids to spend quality time together

Toyish encourages parents and kids to spend quality time together

3. Toyish boosts kids' self-confidence.  

db56b04977fac51fdd6fa9d83b28d63d_original.png
 
b97abc26d46bc57c55603287a1affade_original.png

Hi, I'm Assaf, a toy designer from Brooklyn. I have been inventing toys and teaching Toy Design for the past ten years. Three years ago I was invited to teach at a school in Harlem as part of the CityArts program - that marked the beginning of the Toyish journey.

Working with the kids on toy building and witnessing their level of creativity, really Inspired me. I returned to my studio with a new approach. My focus became on how to recreate that feeling of accomplishment - where each child got the chance to express their uniqueness.

The name of our product is an extension of our philosophy. The product is like a toy, it is toy-ish, It’s isn’t really a toy until a kid brings it to life.

 CITYarts engaged Assaf to teach kids how to create their toys, during a CITYarts project at Polo Grounds N.Y.C

CITYarts engaged Assaf to teach kids how to create their toys, during a CITYarts project at Polo Grounds N.Y.C

 Toy cars made by kids at the Harlem workshop

Toy cars made by kids at the Harlem workshop

 It was an amazing feeling to win the "Best in Play" Award in the New York Toy Fair

It was an amazing feeling to win the "Best in Play" Award in the New York Toy Fair

0c410a67a1b161e96cb0cfa6d69be462_original.png
 Initial sketches of Toyish

Initial sketches of Toyish

 Toyish went through many phases of development

Toyish went through many phases of development

 Printing the coloring play book pages

Printing the coloring play book pages

 Printing the coloring play book pages

Printing the coloring play book pages

 Printing the coloring play book pages

Printing the coloring play book pages

 
58e6832e563f4e6b913a05243edbf39a_original.png
d04ad967f8ce91f805766aba607a26d7_original.png

Every toy needs some magic! Toyish magnetic characters are the secret ingredient that holds the toys together and adds the magical spark. They are safe for kids as young as three years old.

ec5c9b954c8236c96500dfb4c94403b8_original.png
magnet-push.gif
6dcc9f45cea4477dbe7492001002c984_original.png

See under ADD-ONS. This cool accessory ring will allow you to transform every Toyish toy to an AMAZING personalized night lamp.

38e31be6cde3249846ef1343edf993c6_original.jpg

Simply place the ring on the base and once you insert the character into the capsule....poof...the toy will be magically lit-up. Your kids will love sleeping by their very own light-up creation.

racer-dark-to-light.gif
dancer-turns-to-night-lamp.gif
a21922462faa74f0c703ecbc9d3ebe60_original.png

Our stamp bits are compatible with all of our magnetic characters. Simply snap a stamp bit into a character, and you are ready to roll!

toyish-stamp.gif
f9fdeb1d183ca9037b60235b992db9ab_original.png

 Every dancer is a storyteller. They spin so fast, it makes people dizzy.

dancer-spin_cropped_3.gif
49851a58bca5a41cddd61e8604d3b111_original.png

Every Toyish kit comes with all the necessary parts to start the adventure. With our ever-growing library of parts, kids can collect more awesome accessories to make their toys even cooler.

Race Car Kit:

037acd65c9a8f1e09d3f92a08444545c_original.jpg

Helicopter Kit:

7ad50f05cdcf19693c6d2982c70664fc_original.jpg

Flamenco Dancer Kit:

ffbc3772dff98aea969cc982f378bfef_original.jpg

Ballerina Dancer Kit:

9abe32d2c49210b48a8a6509ca2b2fa9_original.jpg

Click N' Stamp Kit:  

Each kit contains 2 magnetic characters, three interchangeable stamp bits and one ink pad.

f3cd50f999759f84468ee8f67eb6e7f3_original.jpg
 
783bf4fe0b7e4399dc1f9379571ae9b6_original.png
ef7f7aa202275cb70d1399369b7b8abf_original.png
852efca99075c02aaf632eb02d8560f8_original.png
d0a009dd4d0e589bde4975f9ad052546_original.png
5902825e03a0adfb550e24c412ced82e_original.png
9b01b328c918433a496a90961080a04a_original.png
1ba34af32e63e264648b96c1cabe7e5c_original.png
5ac9f7ef1fd69758ce5b930f6ea845d7_original.png
8eb9130fe72d5c91d605b316e605e62d_original.png
 
b68a185a793b9758952d756efcd6e95a_original.png

*If you pledged over $25 you can add the Magical LED Light Add On to your pledge. Simply add $15 for each ring to your final pledge amount (It's also possible to add more than one ring). After the campaign ends, we will contact each backer to verify the items pledged for.

7cc85cbf1aeb8765862679f179471637_original.png

*Simply add $30 for any additional toy kit to your final pledge amount. After the campaign ends, we will contact each backer to verify the items pledged for.

55de36fb078dc7e9f6eaa336fb3394c8_original.png
e3e427b6396a23d1009a1c4ef1d377f2_original.png
 
d40d0df446755328d1836bb45a3ab129_original.png

We're a team of experienced entrepreneurs, designers and educators who have been working in the toy industry for many years. We teamed up to bring Toyish to kids around the world and inspire a new generation of adults.

13219dcdbfe4197fe11436427e9a7602_original.png

Assaf Eshet: An award-winning inventor and design lecturer at NYU. His work is geared towards creating a balance between the playful and the functional. Many of his patented toys are enthusiastically used by children worldwide. 

Elisabeth Krisel: Over 25 years of a successful career in the toy business in a range of roles. The most recent being VP Innovation Programs and Inventor Relations and VP of Product Design at Fisher-Price.

Robert Gehorsam: Brings more than 20 years of management experience in the online entertainment, games and media sectors, including: Sony, Scholastic and Institute of Play. 

Dr. Kathleen Alfano: An expert in the field of early childhood, child development, play patterns, age grade determinations of toys and children's products, and trends in play and parenting. 

Peter Espersen: Marketing strategy specialist. Former Head of Online Communities and Crowd Sourcing for the LEGO Group.