Balancing Creativity: The Role of Prototyping in Toy Design

Eli first met Brendan Boyle when Brendan was his instructor in the undergraduate Product Design program at Stanford, where Brendan has taught for many years. Brendan is also a toy inventor, and one of the assignments in his class was to design a toy—now that Eli has kids, he realizes how bad his toy project was, which made Brendan’s justified criticism of his idea that much more bearable. Brendan, however, has a unique gift for retaining the curiosity and playfulness that has made so many of his toy designs successful.

We spoke with Brendan about the importance of play in the creative process, testing new toy concepts with kids, how decoupling innovation and metrics can create judgment-free creativity, what’s wrong with LEGO today, and the eternal optimism that drives inventors.

Find bonus content, a transcript and more on our Substack: https://designbetterpodcast.com/p/brendan-boyle

Bio

Brendan Boyle is a toy inventor at Fuse London, Adjunct Professor at Stanford University’s d.School, and the Founder of the IDEO Play Lab. He believes that play is the key to innovation and has spoken to creative leaders, entrepreneurs, and students about the importance of playful exploration and risk-taking.

He founded the Play Lab to uncover kid-centered solutions to the challenge of boredom. As Brendan says, "The opposite of play is boredom." Under his leadership, the Play Lab has invented and licensed hundreds of toys and apps, including the best-selling Jumperoo and Elmo Calls, respectively.

Brendan also consults with companies about redesigning their organizational behavior to include space for play, wrote (and teaches) the Design for Play at Stanford’s d.School, and co-authored the award-winning encyclopedia of never-before-seen inventions, The Klutz Book of Inventions.

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