Our team was tasked with integrating the Star Wars universe into the Automoblox modular toy system. We developed a strategic expansion model that introduces high-profile licensed properties while maintaining the brand's signature wooden aesthetic and modern design language.
Serving as Team Lead on this project, I designated popular vehicles from the Star Wars universe to be featured in the expansion set. Automoblox is known for being a modular toy system that allows for infinite creativity and the mix and match of parts from various play sets.
The challenge was to design a vehicle that is simple enough for intuitive play but complex enough to allow for customization and "hacking."
It needed to respect the brand's heritage of wooden construction while introducing new functional possibilities through modern materials and manufacturing techniques.
The concept builds on the idea of "hacking"—allowing kids to modify their vehicles easily. The modular connector system is the heart of this concept.
Children are the primary audience, however we aim to appeal to the nostalgia of the parents who are purchasing.
Research focused on classic car aesthetics and modern toy trends. We looked at how children interact with building blocks and vehicles.
Our metrics aim to keep both Automoblox and the Star Wars brand intact while also expanding Automoblox's market into new spheres of play.
The core of the design is the connector system that allows parts to be swapped easily. Users can mix and match parts to create their own custom rides.
I loved leading the team in this project and finding the balance between brand recognition and creativity. It highlights the need for simple toys that invite touch and interaction that a developing child's brain needs most. Building unity between non-stimulating yet modular toys is a unique challenge that requires a deep understanding of the needs of children.
Designing for play requires a deep understanding of tactile feedback and physical interaction. It also requires a deep understanding of the needs of children and the parents who buy the toys for them.