Curious Toys for Early Development

By Daniel De Bomford, Bernard Thompson and Sasha Lauture 

Curiosity is the catalyst of early childhood development. As children experience the world for the first time, their curiosity drives them to learn” through their senses and play. Toys facilitate this natural exploration through play, an essential tool for constructing their cognitive, emotional and social skills.

Early childhood toy manufacturer People Co. President Masato Kiribuchi emphasizes fostering curiosity and play. “If a child’s need to explore and discover isn’t met through play, their development may be hindered,” he explains. People Co.’s “1curiosity” range is designed around this philosophy of curiosity-led development through play and is targeted at one-year-old children. “Our toys support this natural growth process by helping children actualize their curiosity and take meaningful developmental steps through play,” he says.

The 1curiosity line leverages an abstract design approach, enhancing the play experience's value. The abstract designs stimulate children’s imaginations and allow them to interact with the toys in their own unique ways while not being limited by cultural interpretations of objects. Mr. Kiribuchi explains how their unique designs empower children to create their own play experiences rather than the toy dictating how children should play. “By keeping the design abstract, children can freely interpret what it is and how to play with it during their playtime,” he says. This approach fulfills the drive of children to accumulate knowledge and skills through exploration and the curiosity of imitation—children are drawn to learn through the mimicry of adults. “By satisfying both of these instincts, 1curiosity toys keep children engaged for significantly longer playtimes compared to traditional toys,” he explains.

A fundamental part of designing toys for children is safety, and People Co. brings peace of mind to parents with its focus on safety. One of the key materials it uses in its design is silicone for safety and the pleasant tactile experience it offers. “Its flexibility ensures a safe play experience while inviting touch-based interaction, which is essential for early development,” Mr. Kiribuchi says. Beyond silicone, all the materials chosen are carefully considered. Safety is paramount, but how materials contribute to a rich sensory experience is also considered. Mr Kiribuchi notes the vital role that materials play in the play experience. Characteristics like firmness and malleability offer thousands of different ways for children to experience play.

With 1curiosity toys set to launch in Japan, select stores in the UK, and People Co.’s e-commerce site in May, People Co. is bringing early developmental tools to learning through play. It looks to partner with retailers in the UK and engage in promotional activity before gradually expanding to other countries around the globe.