Development Story
Observations, Surveys, and Fieldwork
We always start product development with observation, and continue to do so throughout the process.
So far, we’ve worked with 59 families across 17 countries (and counting!) to observe and learn about the curiosity of children. We’ve done interviews, home visits, and tested prototypes with 145 children to better understand what captures their attention.
The Curiosity Library
Through our research, we built a global database about curiosity. It details everything we've learned about how children explore the world.
Every toy we make is inspired by the insights and hypotheses drawn from this data.
Design and Development
1curiosity toys are designed to inspire the natural curiosity of babies and toddlers and to encourage trial and error in their use and combination. One “curiosity” leads to the next, triggering an ongoing chain of discovery as they grow.
・Using our insights on how babies and toddlers play with household objects, we meticulously design toys with the perfect weight, texture, and size—down to the millimeter—to fully support their exploration.
・By retaining elements of household objects that kids love while keeping them open-ended, our toys invite imaginative mimicry. Children combine, pretend, and experiment freely, creating their own type of play without limitations. Sometimes, their ideas are so creative, even we’re surprised!
How Lantern Came to Be
The First Iteration
Why are they so obsessed with tissues?
By observing how children play with tissue boxes, we broke down exactly what they love about them: a shape that's easy to grab, holes for putting in and taking things out, a satisfying pull when taking things out, and a sense of endlessness.
The first iteration recreated these elements using a simple combination of a rubber container with small gaps and pins. Children eagerly picked up and pulled out the pins, over and over.
The Fourth Iteration
Finding the right combination
With the basics in place, we expanded on the first prototype by adding holes with varying shapes and sizes, using a basket with rubber bands, and introducing new objects to play with.
We tested different objects to see which ones the children were most interested in, while they experimented with how to get them out.
The Seventh Iteration
The perfect fit
We discovered that if the holes were too narrow or objects too hard to see, the kids would lose interest fast. So, for the seventh iteration, we added bigger holes that were easy to access, transparent sections so the children could see what was inside, and certain elements we knew they would love.
Lantern, As We Know It Today
After many iterations, we figured out what really makes kids curious and keeps them playing:
1. Holes of all shapes and sizes give them new ways to experiment.
2. Putting in and taking out objects through holes with gentle resistance stimulates exploration.
3. A soft body makes it easy to grab, lift, and even throw, while also allowing their hands to reach all the way to the bottom when putting in or taking out objects. This helps retain their interest.
4. Clear, see-through sections let kids peek inside, adding to their intrigue.
How Household Objects Inspire Our Toys
Bottle
We took inspiration from all sorts of everyday items, like medicine bottles, plastic bottles, showerheads, hair dryers. Through our research, we learned that babies and toddlers love certain shapes and sizes that fit just right in their hands.
This led to a bottle design with soft, pinchable ends (kind of like a plug!) and fun ridges inspired by twist caps. With just this one toy, kids can hold, twist, poke their fingers in, and make fun sounds.
Before
After
Brush
We turned kids’ favorite brushes into a toy that’s all about texture! Inspired by hairbrushes, cleaning brushes, pastry brushes, and makeup brushes, this design has soft bumps that are impossible to resist.
Kids love touching it, holding it, and even giving it a taste as they concentrate on exploring. Some even use it to pretend they’re brushing their hair. Their creativity is endless and often surprises even us.
Before
After
Lid Container
Little ones love containers, so we created one that’s all about exploring. Modeled after yogurt containers, it’s perfect for licking, opening, and closing.
What’s more, kids can swap out the lid for other objects, try fitting other things into the hole, or mix and match.
Before
After
Can
Metal cans have a magical appeal. They’re cool to the touch and feel wonderfully smooth. This toy is inspired by how kids love items like lotion that come in metal containers.
Its shiny surface, solid feel, and slight ridges are perfect for little ones. The can is easy to grip, and children can grab the lid, pick it up, or combine it with other toys for even more exploration.
Before
After
Lid
Lids may seem simple, but they’re beloved by children. We studied all kinds of lids and found out what makes them so fun: their edges, shape, weight, and texture.
This lid includes all those elements, plus it can hold the ball or be combined with other toys. The possibilities are endless!
Before
After