Toy Designer Interview

Some careers just choose you, because they are a natural extension of your childhood experiences and personality !!
Suhasini Paul, our next pathbreaker, Co-Founder | Toys Designer at PAUL STUDIO, designs toys for the most unpredictable customers in the world, children !!
Suhasini talks to Shyam Krishnamurthy from The Interview Portal about having worked for eminent brands such as Disney, Kinder Joy, Snapdeal as toy expert, including her services as a toy designer for toy companies in China, Thailand, Italy, UK, USA, Turkey and France.
For students, sometimes the best way to choose a career is to believe in what you do and follow through with it ! It doesn't get any simpler than that !
Suhasini, can you talk a little bit about your background? I am an eminent Toy Designer, alumni of NID, TEDx speaker and a recipient of the "Designpreneur of the year" award from Shri Narendra Modi.
I have designed over 300+ toys for clients in India, Thailand, Italy, UK, USA, Turkey and France, which are launched every year at various Toy Fairs across the globe.
I also designs toys for Kinder Joy, Disney, Hape and Chhota Bheem.
I conduct toy design workshops for all age groups.
I was born in Nagpur. As a child, I used to create my own toys and games. I remember making a personalized hexagonal carrom board at the age of 10 years to accommodate more than 5 other friends of mine.
What did you do for graduation/post graduation? In 2002, NID, Ahmedabad, started a new discipline – Toy Design and Development. I got enrolled in 2003 and did my post-graduation in toy design from the prestigious National Institute of Design, Ahmedabad . After completing my post graduation in 2005, I started working as a Toy Design Consultant.
What were some of the influences that led you to such an offbeat, unconventional and uncommon career? I used to spend a lot of time with my maternal grandmother, who taught me different stitching techniques, as well as paper folding and chalk sculpting. We used to do a lot of creative stuff together. My Mom used to give me all the raw material I wanted from the junk and used to encourage me in my play time activities. My dad is a creative person himself, he used to design a lot of stuff using jugad in his free time. He used to be involved in lots of fun activities like painting his vehicle at home or maybe painting its number plate himself, and I used to participate in such activities.
I found myself inclined towards creative things and I found my calling while pursuing my studies. At the same time, I started a company called 'Dreamz Decorations'. My work here entailed working on window displays and organizing birthday parties for kids in my free time. As I always wanted to do something for children, I gradually discovered a lacuna in the toy industry.
How did you plan the steps to get into the career you wanted? Tell us about your career path As a toy design student while at NID in 2005, I was recognized and conferred the award as a Designpreneur of the year by Shri Narendra Modi ji for designing an innovative product. It was my first product to be design registered.
It was very encouraging for me while starting my career as a toy designer. I have always kept milestones for myself so that I could meet them. Like, I wanted to create toys for Disney and an opportunity came my way to design toys for Disney. The most surprising and memorable opportunity came was to design toys for Kinder Joy which I have never dreamt of. But it was very gratifying to see my toys being manufactured by Kinder joy. I was on the top of the world when I bought Kinder joy chocolates, and in one of them I found a toy that had been designed by me.
Another instance is when I design for my global clients, they mention my name on their packaging and the toys are sold and exhibited around the world. It is the most proud moment for me to design in India for the world.
I have collaborated with the Red Dot Award winning designer, my husband Paul Sandip, to design some of the toys. We at PAUL STUDIO, are exploring new domains in terms of toys. The most recent toy that we have done is Remote Control cars and monster trucks. We are working on several toys for infants & toddlers, Eco friendly toys like : Wooden toys, Educational toys: games, puzzles & flashcards, IOT toys, STEM Toys, Surprise toys, Collectible toys like Space Rocket and we are doing many more interesting projects. ( & )
How did you get your first break? As a student of toy design, I was very inquisitive about how toy exhibitions are held. So I travelled from NID Ahmedabad to Mumbai to visit a National Toy Fair in 2004. It was my first exposure to the toy industry. I was totally in awe of the various kinds of toys displayed there. I could meet the founders of toy companies there and show my portfolio. I had received very good feedback and appreciation as well. I got my first paid internship in Mumbai with Interplast Kids Pvt. Ltd. at the Toy Fair, that was my first break as a Toy Designer.
Can you explain your thought process and approach behind designing a toy? My design process is quite simple. I keep in mind my users/consumers who are going to play with the toys that I design, and the manufacturer who is going to produce those toys. Design begins with observation, and needs identification through in-depth research which leads to analysis and conclusion on what has to be done. It can be a board game, puzzle, wooden toy or any play thing which should be informative, educative and ofcourse fun-filled. I have always been inspired by the behaviour and experiences of children — physical, cognitive, social, emotional, and cultural. The process starts with understanding my end consumers who are kids, by observing them, by playing with them, and I try to understand their likings. Then, with those insights, I come back to the drawing board, and conceptualize the toy. Then the most crucial phase is detailing of the toy to make it user friendly and cost effective, as well as increasing its perceived value many-fold. It generally takes four weeks to design a toy and then another three to four months to make it available in the market.
Where do you work now? Can you explain your current role I live and work in India as a Toy Design Expert. I am promoting Designed in India toys for the world. I have represented India on the global platform in designing toys. I have provide "DESIGNED in INDIA" toys to many countries like China, Thailand, France, Italy, Turkey and USA.
I cater to the needs that are seldom spoken but often felt.
What skills are required for your role? How did you acquire the skills? Using and developing skills that one is proud of can lead to a sense of accomplishment and satisfaction. When one is able to utilize his/her strengths, work can feel more rewarding. Being a toy designer involves a combination of creative, technical, and interpersonal skills to conceptualize and create toys that are engaging, safe, and suitable for the intended audience. Here are some key skills that a toy designer should possess:
1. Creativity: Toy designers need a high level of creativity to come up with innovative and engaging concepts for toys. They must think outside the box and develop ideas that capture the imagination of children.
2. Design Skills: Strong design skills are essential, including the ability to sketch, draw, and visualize concepts both by hand and using digital tools. A keen eye for aesthetics, color, and form is important.
3. Knowledge of Child Development: Understanding the stages of child development is crucial for designing toys that are age-appropriate and offer educational and developmental benefits.
These skills can be acquired by joining a design Institute and by pursuing design as a subject.
What's a typical day like? Every day is different with varied opportunities.
What is it you love about this job? My work aligns with my interests and passion, it's more enjoyable for me. I am engaged in the tasks that genuinely excites me, hence it feels less like "work" and more like a fulfilling pursuit.
How does your work benefit society? I design toys which benefit society in numerous ways, especially because they are designed with educational, developmental, and positive entertainment goals in mind. Overall, good toys contribute to the holistic development of children, promoting skills and values that are essential for a well-functioning and harmonious society. They shape the future generation by nurturing their potential and preparing them to tackle the challenges of tomorrow.
Tell us an example of a specific memorable work you did that is very close to you! Kizoo is a multi disciplinary brand for kids, currently selling ice creams for the age group of 5 to16 years. They approached us to create their branding and identity which is future ready for various products for kids along with surprise toys which would go with their ice creams. I have designed a logo for KIZOO which looks premium and at the same time feels accessible for kids. The colour pallet of the logo has been designed to match the kid's colour preferences. This logo has been granted Trademark by the government of India.
Then Kizoo Characters were designed as an extension of the brand identity. The idea was to engage kids with lovable, cute monsters which could be translated into toys, merchandise and an animation film, thus creating an imaginary KIZOOWORLD – the most beautiful habitat, an island on the planet Earth, which has a balance of both nature and technology. KIZOO Monsters were created by doodling my ideas of this magical world while flying on a jet plane! I thought up the character's names, features and gave them superpowers which were inspired by children's aspirations! These characters are protected under the Copyright Act, Government of India. These characters Kizoo Monsters were translated into playful toys which are now available on the shelves. It gives me immense satisfaction and pleasure to see the happy reactions of kids playing with those toys while relishing Kizoo ice cream. (images attached)
Your advice to students based on your experience? Do things only if you believe in it. Learn to be independent and face whatever comes your way.
Future Plans? I would like to travel the world and continue spreading awareness about Toy Design & Design for Play!
Will keep designing toys that's what I love to do !!