Tomy has challenged the students of Nottingham Trent University to create a commercial identity and packaging design for a new range from Tomy Farm.
The new design for the range, along with the new product line, will be unveiled at Nuremberg Toy Fair in the New Year.
The winner of the challenge will be chosen at the end of November, with the winning design being put into production ready to hit stores in late 2014.
The winner will also be invited to spend a day at Tomy HQ in London, where they will given a sneak peek of the new toy range featuring their packaging design.
The current challenge follows the success of the Tomy Design Challenge launched earlier this year.
Emilia Lawes, sales and marketing of Tomy Agriculture, said: "After the success of the Tomy Design Challenge earlier this year, we wanted to take the concept a step further and partnering with a modern university with a strong design programme – like Nottingham Trent – was an obvious choice.
"We’re really looking forward to seeing fresh ideas from the students."