It is a constant challenge to keep up in this industry. The switch from physical toys to the digital realm is influencing the behaviour of consumer across the globe.
As kids shift to electronic devices, giant toy maker company like Mattel Inc. is struggling from slothful sales. Last year alone, Bloomberg reported a drop of between 21 and 16 percent in worldwide sales for Fisher-Price's ever- famous toy the Barbie doll.
The constant battle between online versus in-store purchase in the toy making industry has provided a goal for toymaker Mattel Inc. to achieve - to constantly keep producing and pushing for highly innovative design and creative products to keep up with the current trend.
In aiming to achieve this, Mattel has ventured into a new category with BOOMco.™ - a strategic idea to grow Mattle’s streams of income and diversify against losses from their Barbie and Fisher Price segments.
“BOOMco” is a blaster line which include physical play that guarantee to engage and excite kid (especially boys) in high energy. This air-powered gun comes with unique features that will certainly change the way a kid play on the battlefield.
This enhanced battling experience is made possible by a group of remarkable toy inventors and designers at Mattel led by Vietnamese-American toy designer Binh Luong.
Binh Luong is Mattel’s Global Design Director for Boys Action Figure, Games and Outdoor Category.
Growing up in Los Angeles, since a little boy, Binh Luong has always loved toy making. His passion on working for play, creating and conceptualising design and mechanism for toys have landed him a list of major involvement for various licensed entertainment action figure brands, such as Disney and Pixar’s Cars and Toy Story, James Cameron’s Avatar, Dreamwork’s Kungfu Panda, as well as several anime properties.
But is designing toys really a profession that involves just playing all day?
We managed to catch Bin Luong on his busy schedule and get the low-down and the life challenges of designing and making toys.
Boomco blasters by Mattel guarantee enhanced physical play battling experience
(All pictures courtesy of Mattel Inc.)
(All pictures courtesy of Mattel Inc.)
Astro Awani: For what seems like a very limited ground to find a job in (which is toy design) how did you end up working in this field?
Binh Luong: Getting a job in the toy design industry is not limited, and in reality it is indeed a big playground with endless possibilities to be in. As toy designers, we are passionate in designing toys that enable kids around the world to uncover a world of imagination through play. My passion in designing started during my early years in university. I love cars and excelled well in arts. My Art Teacher saw my potential and encouraged me to pursue a career in designing. That thought never left me. Years went by, and my career path to toy designing begun when one of my friends who was working at Mattel asked me to join him for a project for a few months. Since then, I have been with Mattel and that was when it all started. I’m still here till today.
Astro AWANI: How long does it take to get the final design? And what would be the toughest phase to successfully design and produce a toy?
Binh Luong: It varies from each individual toy design. It ranges from months to years depending on the complexity of the design or task at hand. Usually it sparks off as a thought or an idea, then translated onto a paper and the idea is then shared and expressed to others. Then only the full journey begins. To give an example, BOOMco design process took three full years to be completed. In terms of the most challenging phase, it would have to be the testing phase. Countless of tests are required to ensure the design meets the most stringent quality and safety standards, and we diligently persevere through to deliver only the best.
"BOOMco design process took 3 full years to be completed," said toy designer, Bing Luong who strives to bring out the inner child in us and to think beyond the box.
Astro AWANI: Do competing brands (I.E: Nerf etc.) influence the art direction of your design or the art direction of upcoming products?
Binh Luong: Our designs are highly unique and innovative. We always differentiate our offerings to ensure a unique and experiential game play with every blaster designed.
Astro AWANI: What does it take to think of something entirely new and different?
Binh Luong: As designers, we are always encouraged to go out and play with kids. We strive to bring out the inner child in us and to think beyond the box. Through interaction with kids and playing in different environment, it open our eyes, ears and all senses to new possibilities, ideas and opportunities that need not necessarily found within the office space. We have to go out, and engage ourselves in play.
Astro AWANI: What would your advice or tips be for future inventors and innovators?
Binh Luong: The toy design industry is definitely a wonderful industry to be in. It brings colours, joy, laughter and happiness horizons for new ideas.
Astro AWANI: Any plans to make BOOMco blaster in shapes and sizes or even colors that girls would love? What’s the future like for this segment of toys?
Binh Luong: I would definitely love to give you a teaser, but I wouldn’t want to spoil the fun. You will have to wait and see. In the meantime, why not engage in some fun with our latest offerings and engage in active play by switching to BOOMco™and #switchtoboomco and blast better!
