Toy Trunk, a Pune-based startup founded by architects Priyanka Mangaonkar-Vaiude and Ajay Vaidya, is changing the way toys are perceived for children between 0 and 8 years old.
Not only are their handmade toys designed “after extensive research into children’s motor and cognitive development,” but they also work with traditional artisans to make them from non-toxic and sustainable eco-friendly materials like wood and lacquer.
“Children’s experiences during childhood shape their brains and their ability to learn, get along with others and deal with daily stresses and challenges. Toy Trunk was created with the aim of creating awareness among parents and guardians about how toys can contribute to a child’s all-round development,” said Priyanka. Uttam India.
“Also, to qualify our ‘handmade’ claim, some toys may require machine cutting based on basic shapes. However, fine tuning, edge shaping, coloring, detailing, assembling and finishing are all done manually,” she added.
Looking for inspiration
Priyanka, a trained architect and interior designer who also specializes in craft and technology, has over a decade of experience at the highest levels of Indian academia.
In early 2020, while writing a research paper with fellow architect Minu Joshi for a conference at IIT Bombay, Priyanka took the example of reviving traditional woodcraft practiced in the Konkan region of Sawantwadi in Maharashtra – famous for making toys.
“The paper proposed various revitalization strategies, and we both asked, ‘Instead of just discussing these things, how can we implement them?’ We thought. And that’s how the idea of the toy trunk was born,” recalls Priyanka.
However, inspiration also hit close to home.
Amidst the first wave of COVID-19, Priyanka’s son was three years old. It was very difficult for him to keep his son away from the screen during the lockdown. It was terrifying to see her son addicted to mobile phones, tablets and TV, which could seriously affect his mental and physical development and learning ability in the long run.
“I found a real lack of appropriate toys that could engage him. This pushed me to research methods/tools that allow for child development and the overall development of children in a fun and easy way. I found toys to be the best tools we can offer a child in the early stages of their development. Yes, because they also entertain,” recalls Priyanka.
Connecting the dots, she thought of redesigning the traditional toys made by these artisans as tools that could help in the overall development of the child. Moreover, if they were made by these artisans, it could play some role in keeping traditional cowcraft alive in places like Sawantwadi.
Ajay, an architect and urban designer by trade who specializes in human ergonomics, also noted how the advent of online education during the pandemic increased screen time for parents and children, which led to disengagement. In his apartment complex, Ajay also noticed that infants and toddlers were no longer satisfied even sitting in front of a screen.
“There is a need to engage children in different ways beyond the screen. When Priyanka and I joined hands with our common vision, we participated in ‘Toykathon 2021’ – a nationwide competition organized by the central government in January 2021,” says Ajay.
Their entry made it to the final round, and just three months later in April 2021, Toy Trunk was installed for the first time. They launched their website in May 2022.
Employing research to make toys
Neuroscience research tells us that about 85% of a person’s brain is developed by the age of eight. During this period, the rate of production of neurons in the brain is high. These neuron connections are the result of learning acquired through experience. Therefore, it is very important to provide the right tools to give the right experiences at the right age during this period.
Here are some toys that Toy Trunk has that support such development in early childhood.
1) “Children learn to control their body movements at the age of three. Children between the ages of three and eight are considered to be learning with peers of the same age. During this period, their social skills are developing, and therefore, providing such opportunities ensures the improvement of social skills,” explains Priyanka.
“Our Pretend Play Kitchen set is a great tool where children learn to consider others’ perspectives, language skills, conversation, and problem-solving abilities. Also, the drive behind developing the kitchen set started when my son pointed out that traditional toy kitchen sets lacked the tools used in everyday kitchens today,” says Priyanka.
“This made us realize that his son’s current wooden kitchen set needed to be modified a lot in its design and size so that he could relate it to the ones we use. Also, the knowledge of ergonomics and human body proportions that we learned in architecture helped us to get the right grip for each It helped to get the right shape and proportions of the dish,” she added.
“While designing the kitchen set, we made several iterations and tested it with family and friends before arriving at the right size. Instead of using lacquer paint for its finish, we decided to use dark and light-colored wood to make it more attractive,” says Priyanka.
2) Interestingly, Priyanka sends her son to an ‘unconventional school’ that focuses on experiential learning unlike traditional schools. “Here they focus on developing the muscles from the shoulders to the fingers before taking up writing,” she notes.
“In this context, what we need is a tool that allows children the movement of these muscles. For example, the threading activity, which helps develop the pincer grip, is a very important skill that a child needs before he/she starts using a pencil. .In the case of our threading shapes and lacing beads, the child is made to use both hands to knit the shapes. This helps them develop proper hand and finger movements,” she added.
“Our threading shape toy develops bilateral movement as well as hand-eye coordination. It also teaches them to recognize basic geometric shapes. It improves the existing threading toys in the market that only focus on unilateral hand movement,” claims Ajay.
3) There are some traditional Indian wooden toys available which are also developmental tools, but there is lack of awareness about their purpose.
“A peacock wobbler is an example of such a toy. This toy is very helpful in increasing tummy time for a two or three month old baby. Usually, at this age, the baby starts crying when you put them on their tummy because their neck and shoulder muscles are still fully developed. But lots of tummy time helps develop their neck and shoulder muscles which help them lift their heads, roll over, sit up, crawl and walk,” explains Priyanka.
“Having something with vibrant colors and dynamic movement while on the tummy takes their attention away from the pain and helps them enjoy this time. We took the same toy concept but improved it by modifying the pointy shapes and adding attractive colors, making our toy suitable for parents or potential parents. Made it more likeable,” she adds.
4) “In the first three to four months, the baby learns mostly through touch and hearing. It is therefore important to provide a variety of audio stimuli during this period. At Toy Trunk, we offer a variety of rattles to support this development. We have redesigned the dumbbell rattle so that it does not hurt the baby’s little toe,” says Ajay.
Durability first
Both Priyanka and Ajay strongly affirm that “each Toy Trunk toy is made entirely from sustainable materials such as wood or fabric, thereby protecting children from toxic plastic and other chemically-made toys.” Colors used in toys are also made from lac, a natural product like turmeric used for pigmentation.
“The decision to make toys from sustainable materials like wood and fabric is driven by many factors. Aside from the obvious environmental reasons, the artisans we work with have traditionally used these natural materials together for years. Also, wooden and textile toys made from natural materials are safe, unlike plastic toys, which are manufactured using chemicals and ‘acceptable levels’ of toxins in the manufacturing process,” explains Priyanka.
“Wooden toys have a natural texture that invites the baby’s senses to touch, feel and explore the surface area. Meanwhile, the basic shapes of the toy help develop your child’s hand-eye coordination,” asserts Ajay.
Who are these artisans?
“From our published research work with the School of Design, IIT Bombay, which saw us study the Sawantwadi toy cluster, we learned that traditional Indian toy clusters were facing various problems. So, we decided to redesign and reuse these toys and started working with them and the Channapatna Toy Craft Cluster as well,” says Priyanka.
Channapatna, near Mysore, has a toy craft group of more than 3,000 traditional artisans involved in the production of lacquerware made from vegetable dyes.
“Traditional practice involves lacquering locally available ivory (locally known as hale wood) to make toys, but today they also work with other woods such as neem wood (locally known as gouda neem), beech wood and rubber wood. The artisans do not use any non-toxic dyes or raw materials, thus making the toys safe for children,” says Ajay. In 2005, these traditional wooden Channapatna toys were awarded the GI tag.
One of the artisans Priyanka and Ajay met during their visit to Channapatna in September 2021 was master artisan B. Venkatesh of Mr. Bireshwar Art and Craft. Since their first meeting, Venkatesh has completed six orders for the toy trunk.
“We make handmade lacquered wood toys with locally available wood – such as hale wood (ivory), Gouda neemBeechwood, and rubber wood. Traditionally, we have been making rattles, tops, kitchen sets, trains, cars, spinners, yoyos, cup-and-balls, wobblers, dancing wooden dolls, etc. Currently, I have 30 artisans working with me,” says Venkatesh.
“In the future, we want to spread and apply our inclination, and design developmental tools with related materials in various toy craft clusters in India. We want to play a big positive role in sustaining and enriching these crafts in the future,” Priyanka commented.
business model
“Toy Trunk currently uses a D2C (Direct-to-Consumer) business model in which we sell our products directly to consumers. This includes selling toys online through our website and through aggregator marketplaces like Firstcry and The Nestery. We will soon be on Amazon India, Flipkart and Jiomart We aim to be on popular e-commerce platforms like, “says Ajay.
How do they work with artisans?
“We work with them on a per-order basis. When we need more inventory, we create a purchase order with the master craftsman who employs these artisans. We follow this system because it’s easier to communicate the design and manage the required materials, delivery deadlines, etc. .The master craftsman pays the artisans according to the order. We are currently working with two master artisans,” commented Ajay.
So far, the bootstrapped startup has launched 24 products and is aiming to become a brand with a turnover of Rs 1.5 crore by the end of the year.
“However, in addition to meeting standard business goals, we are currently looking at options for incubation and funding. In the long term, we want to collaborate with more artisans and improve supply chain efficiency and build a sustainable and responsible business,” says Priyanka.
(Editing by Pranitha Bhat, photo courtesy Toy Trunk)