3D-MID technology can simplify toy manufacturing

Dr. Roland Kuepfer, president and CEO of Multiple Dimensions, explains why the toy industry should embrace 3D molded interconnect device technology.
Publish date:
Social count:

The advantages of the 3D-MID (Molded Interconnect Device) technology are well known in high volume cellular phones antennas and it is also showing market penetration in the automotive, watches, medical and consumer electronics industries.

But what about the toy industry?

In the toy industry, strategic merchandising relationships, like with Disney’s Frozen, are common. Cost competition and the fight for distinctive designs and shelf space are also dominating the toy business.

Today, the horizontal expansion with merchandising, diverse toy themes, and new business models has been increasingly in the foreground.

Despite such innovations, the actual electrification of toys is still realised in a very traditional way: one or more simple printed circuit boards, a lot of wires, soldering points, glued-on components, screws, and complex tools for the plastic injection molding process.

The result of using yesterday’s approach means lots handwork in the assembly stage of the toys, significant quality costs due to the variety of production steps, and high expenses in logistics. A true total cost analysis confirms the sum of expenses. Time-to-market and product launch risks also emerge as tier suppliers must hire enough trained staff to be ready with toys for delivery in quantity and quality for Christmas sales.

Why not solve challenges with vertical integration of the production process?

The 3D-MID solution: Plastic meets electronics.

The electronic circuits and every component including LEDs, motors, and battery holders is directly connected to the plastic of your toy. The outward form of the toy remains free for the designer to envision. The limitations of traditional two-dimensionsal printed circuit boards are eliminated, as are the assembly steps to fix these PCB somewhere within the toy.

The smart electrification of circuits on plastic gives toy manufacturers advantages to design modules, even compact internal modules, for modularity in different figures, cars, boats, robots etc. to illuminate, to drive, or to control via antenna communication. Easy fixation and labeling are further benefits of 3D-MID technology.

Imagine your toy helicopter rotor turning easily in a more modular and compact direct drive unit, your princess has all communication functions on just one simple MID device within her body or your precision LED control device creatively lights up trains to delight enthusiasts.

Image placeholder title


Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.