"The product is like a toy, it is toy-ish, It’s isn’t really a toy until a kid makes it one - until they use their imagination and bring it to life."

Toyish kits, blending art and construction, land on Kickstarter

Toyish Labs, a new firm specialising in toys that spark creativity, has launched its first range of kits on Kickstarter.

Blending art and building, each Toyish kit comes with a colouring play book, a clear capsule that houses the child’s original design, magnetic characters and themed play parts.

Kids then create their artwork, slip it into the capsule, build their character and play with their unique creation.

The first wave of products include kits based on a Race Car, a Helicopter, a Flamenco Dancer and a Ballerina.

"The name of our product is an extension of our philosophy," said Assaf Eshet, Toyish founder and teacher of toy design at NYU.

"The product is like a toy, it is toy-ish, It’s isn’t really a toy until a kid makes it one – until they use their imagination and bring it to life."

Toyish is looking to raise $60,000 by May 20th. The campaign has already raised over $13,000 in one day.

Check out the campaign here, or watch the Toyish launch video below:

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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