The Quest for Sustainability

Champions in Toy Designing

Ranjana Singh

Play is the cornerstone of a child's learning journey, facilitating their exploration, skill-building, and comprehension of new concepts. As children engage with toys, they immerse themselves in experiences that shape their cognitive, emotional, and social development. Whether it's banging on a drum to discover cause and effect or playing pee-a-boo to grasp the concept of object permanence, every interaction with toys is a learning opportunity.

Moreover, toys not only stimulate cognitive development but also encourage social interaction and emotional expression. When children engage in pretend-play or collaborative activities, they learn valuable skills such as communication, cooperation, and empathy.

Significance of Toys in Home and School Settings

 In today's busy world, with limited leisure time and communication opportunities, parents express their love by providing toys that entertain and educate. Play becomes a crucial avenue for children to express themselves, learn social skills, and explore problem-solving strategies. Through play, children merge past experiences with new ones, learning about life itself. Toys play a significant role in facilitating these experiences and shaping children's develop-mental journey.

In modern education, toys are indispensable for fostering learning through play. Designed by experts in child development, toys stimulate growth across all aspects of a child's development. In classrooms, skilled teachers use toys to unlock each child's unique potential, tailoring guidance to nurture individual growth with joy and enthusiasm. The synergy between toy designers and educators champions the power of play in education, providing children with engaging opportunities to learn and grow.

Global Toy Industry: A Brief Overview

The global toy market is anticipated to experience an annual Compound Annual Growth Rate (CAGR) of approximately 3.14% from 2023 to 2030, with the market size forecasted to escalate to around USD 391.62 billion by 2030. This growth trajectory is attributed largely to the proliferation of online toy vendors.

Initially centered in Europe, particularly Germany and Scandinavia, toy production later moved to the United States before migrating to Asia in the 1970s, with countries like Japan, South Korea, Taiwan, Hong Kong, and China becoming key manufacturing hubs. Currently, American corporations conceptualise designs that are manufactured in China, dominating the global market.

Today's toy market offers a wide array of options, featuring toys with advanced functionalities like speech, movement, storytelling, and personalised interactions. Simple electric trains have evolved into high-tech marvels such as drones and transformers, captivating young imaginations. For younger children, toy pets and robots serve as gateways to digital literacy, introducing them to technology from an early age through interactive interfaces and child-friendly computers.

 The Anti-Plastic Shift and the Role of Toy Designers

In the colorful world of childhood play, plastic toys reign supreme. From teething rings to building blocks, the toy industry has long embraced plastics for their affordability, durability, and versatility. However, beneath the surface of this seemingly ideal material lies a pressing environmental issue, with concerns about environmental degradation, exposure to harmful chemicals, and plastic waste looming large. As the urgency to address these challenges intensifies, the toy industry is undergoing a transformative shift, with innovation emerging as a driving force and sparking a demand for professionals, particularly toy designers, to explore and implement alternative materials and manufacturing processes.

This quest for sustainability has sparked a wave of creativity within the toy industry, inspiring designers to push the boundaries of conventional materials and embrace novel solutions. From biodegradable plastics to innovative biocomposites, the palette of materials available to toy designers has expanded dramatically, offering a wealth of opportunities for experimentation and invention. No longer solely focussed on aesthetics and functionality, toy designers are now tasked with creating toys that not only captivate children but also embody principles of sustainability and environmental responsibility. This paradigm shift has elevated the role of toy designers as agents of change, driving them to collaborate closely with material scientists, engineers, and sustainability experts to develop innovative solutions that balance both creative and environmental objectives.

Moreover, the growing demand for eco-friendly products from conscientious consumers has further fueled innovation within the toy industry. As parents increasingly prioritise the environmental impact of the products they purchase, there is a heightened expectation for toys to be produced ethically and sustainably. This consumer-driven demand has incentivised toymakers to invest in research and development, accelerating the pace of innovation and the adoption of alternative materials.

However, amidst this wave of innovation, concerns persist regarding the content and impact of modern toys. While they play a crucial role in promoting imaginative play and skill development, modern toys also have the potential to perpetuate gender stereotypes and glorify violence, raising questions about their suitability for young minds. Additionally, the influence of television and social media on children's preferences blurs the line between entertainment and education, further fuelled by consumer culture and aggressive advertising campaigns.

In navigating these emerging challenges, the role of toy designers has become increasingly crucial. By embracing innovation and sustainability, toy designers have the opportunity to shape the future of play while addressing societal concerns.

 How to Become a Toy Designer?

Becoming a toy designer requires a blend of creativity, technical skill, and an understanding of market dynamics. Typically, individuals can embark on this career path after completing their 10+2 education in any stream and pursuing a Toy Design course, which covers various aspects such as product design, material selection, safety regulations, and child psychology. These courses offer a comprehensive curriculum that includes learning fundamentals of play, game theories, character designing, and user research methods. Students engage in hands-on projects ranging from heritage toys to digital games, equipping them with practical skills.

 Toy Designing Courses and Colleges

Toy designing courses are offered by only a handful of institutions in India, including prestigious government institutes like the National Institute of Design, Gandhinagar Campus, and the Industrial Design Centre at IIT Bombay, as well as select private institutions such as the School of Design at CMR University, MIT Art, Design & Technology University in Maharashtra, and Srishti Manipal Institute of Art, Design and Technology in Bengaluru.

 The National Institute of Design provides a postgraduate degree programme specialising in Toy Design. Additionally, various vocational training institutes offer short term courses focussed on toy making, and subjects related to toy design are also incorporated into programmes such as soft material design and arts and crafts. A comprehensive curriculum for toy design education should encompass a broad spectrum of subjects, covering areas such as creativity, design principles, child development, and industry specific competencies.

Indicative Curriculum

Short term Courses in Toy Designing

Fabric Identification

Mould Making

Pattern Making

Online Stitching

Fire Cutting, Hand Cutting, Press Cutting

Punching Technique

Inversion

Finishing and Spray Painting

Stuffing Technique, Hand Stuffing Technique, Machine Stuffing Technique

Metal Detection

Packaging

Admission and Eligibility

Eligibility criteria for Toy Design Courses may vary depending on the institution offering the programme. However, many design courses, including Toy Design, typically have certain standard requirements. It's important to note that these are general guidelines, and specific requirements may differ among institutions.

UG Design Courses: Students who have completed their 10+2 education from recognised schools affiliated with national/state education boards are eligible to pursue undergraduate Toy Design courses. There are no restrictions based on the academic stream, so students from Science, Commerce, or Arts backgrounds can enroll.

PG Design Courses: Admission to PG level design courses typically requires a bachelor's degree from a recognised college or institute. While there are no strict limitations, most colleges prefer graduates with a bachelor's degree in a design related field.

Ph.D in Design: Applicants for a Ph.D in Design programme must hold a Master's degree in design from an accredited institution or university, or an equivalent degree. Candidates should have obtained at least 50% in their postgraduate exams to be eligible for admission.

 Admission to NID Toy and Game Design (M.Des.)

Admission to all programmes at NID relies on candidates' performance in two stages of the Design Aptitude Test (DAT). These exams aim to evaluate candidates' knowledge, skills, and behavioural qualities comprehensively.

 Career Scope in Toy Design

·       The demand for professionals in toy design remains high due to the ever-growing need for toys.

·       Individuals from diverse backgrounds like teaching, special education, psychology, engineering, architecture, and computer science can venture into toy designing, blending their creativity and expertise.

·       Computer science graduates can utilise embedded software to add functionality to toys.

·       Some designers specialise in educational toys tailored for academic environments or to foster intellectual growth.

·       Options include basic toy modelling, crafting board games, or recreating vintage toys.

·       The pet toy industry is also burgeoning.

·       Self-employment is an option.

·       Toy designers may find employment in manufacturing firms, selling their concepts.

·       Opportunities extend to writing about toy design or teaching in educational institutions.

·       Freelancing offers the flexibility to undertake projects for national as well as international clients.

 Salaries and Remunerations

·       Compensation varies widely in this industry.

·       Your earnings hinge on your creativity and innovative prowess.

·       Remuneration is determined by the uniqueness of the toys you create.

 Career Growth

The expected growth path for a Toy Designer involves transitioning from a creative role to a more managerial position, where you'll leverage your expertise to lead teams and optimise processes for successful toy development and production.

Toy Designer: As a Toy Designer, you'll begin your career by conceptualising and creating toys. This involves understanding market trends, designing sketches or digital models, selecting materials, and collaborating with teams to bring your designs to life. You'll constantly refine your skills in creativity, problem-solving, and understanding child development to ensure your toys are both appealing and educational.

Senior Toy Designer: With experience and demonstrated proficiency, you may advance to the role of Senior Toy Designer. In this position, you'll take on more responsibilities such as leading design teams, mentoring junior designers, and overseeing multiple projects simultaneously. Your expertise will be crucial in guiding the creative direction of toy lines, ensuring they align with market demands and brand objectives. Additionally, you may be involved in liaising with clients, negotiating contracts, and presenting proposals.

Process Supervisor: As you continue to progress in your career, you may transition into a managerial role as a Process Supervisor. In this capacity, you'll be responsible for overseeing the entire toy production process, from design concept to manufacturing and distribution. Your role will involve optimising production workflows, ensuring quality control standards are met, and implementing cost-effective strategies. You'll work closely with cross-functional teams, including designers, engineers, manufacturers, and marketers, to streamline processes and achieve business objectives. Additionally, you'll be involved in identifying and addressing any challenges or bottlenecks in the production pipeline to maintain efficiency and meet deadlines.

Top Recruiters

Toy designers can be recruited by a variety of organisations and companies involved in the toy industry, as well as related sectors.

·       Toy Manufacturing Companies: Large toy manufacturers often have in-house teams of toy designers dedicated to developing new products and expanding their existing toy lines.

·       Independent Toy Design Studios: There are specialised design studios and agencies focussed solely on toy design. These studios may work with various clients, including toy companies, game developers, educational institutions, and even advertising agencies requiring toy-related designs for campaigns.

·       Academics: Universities and colleges with programmes in industrial design, toy design, or related fields may hire toy designers as faculty members or instructors to teach courses and mentor students.

·       Research and Development : Some companies, particularly those specialising in educational toys or innovative tech-based toys, have dedicated R&D departments focussed on exploring new concepts and technologies. These departments often employ toy designers to contribute to research and product development efforts.

·       Startups: Emerging toy startups and entrepreneurial ventures may seek out talented toy designers to help bring their product ideas to fruition. These opportunities can offer designers the chance to work in dynamic and innovative environments.

·       Freelance Platforms: Many toy designers also work as freelancers, offering their services on online platforms such as Upwork, Freelancer, or specialised design marketplaces. They may take on projects from individual clients or companies seeking design expertise on a contractual basis.

·       Non-profit Organisations: Some non-profit organisations focussed on children's welfare or education may hire toy designers to develop toys for specific purposes, such as therapy, education, or recreation for children in need.

Overall, the demand for toy designers exists across a diverse range of industries and organisations, providing opportunities for employment and collaboration in various contexts.

The Indian Toy Industry

The Indian toy market is characterised by a significant level of fragmentation, with Small and Medium Enterprises (SMEs) on one side and numerous unorganised smaller units on the other. Together, these entities form a large industry with substantial employment generation capacity, with projections indicating that it will reach $3 billion by 2028, growing at a remarkable Compound Annual Growth Rate (CAGR) of 12 percent between 2022-28. Notably, the country has transitioned into a net exporter of toys during 2020-21 and 2021-22, marking a departure from decades of import dominance.

Despite these promising indicators, the industry faces challenges stemming from its fragmented and unorganised nature, with local producers dominating and limited resources hindering innovation and technology adoption. Additionally, import dependency for raw materials and machinery, coupled with a lack of technology infrastructure, pose significant hurdles to the industry's development. Nonetheless, with a burgeoning consumer base, low-cost labour advantage, and increasing global support, the Indian toy industry holds immense potential for expansion, especially with emerging trends such as the integration of STEM concepts into educational toys and the growing demand for alternatives to Chinese products.

(The author is a career coach and educationist. Feedback on this article can be sent to feedback.employmentnews@gmail. com)

Views expressed are personal