Observed Play Session
in the Good Play Zone


TOMY, known for its wide range of innovative, high-quality toys and nursery products, wanted to enhance the product development process by gaining an insight into children’s play behaviours and interactions with its own and competitor products.


An exclusive takeover session to allow the TOMY team to observe interactions and engagement with their brand and products. The Good Play Guide experts were also on hand to observe and identify key play patterns and any barriers to how children interacted and played with products. It was followed by a debrief session to discuss the key observations. 


The TOMY team found it an incredibly insightful session and gained a lot of valuable takeaways about how children of different ages and personalities played in a natural setting and engaged with their toys. James Wing, Director of Development & Project Mangement said “Its been very well received here and the report provided some great support as we think about next steps in development.”