How we Design a WOW Toy

Making toys as great as these doesn’t happen overnight. We will take up to 12 months to develop a WOW toy. Here’s how we do it…


Step 1: We come up with ideas for new toys by doing research with WOW fans like Mums or Grandparents.


Step 2: The WOW design team sketch lots of ideas.


Step 3: We ask shop keepers and customers what they think so that we can get the details right.


Step 4: A WOW product designer builds a working model out of foam in our workshop.


Step 5: Using this foam model, a prototype model is made.


Step 6: This prototype model is used to make lots of moulds at the factory.


Step 7: While this is happening we make a one-off colour model. It costs about £10,000 but we will still let some children play with it to check we’ve got it right.


Step 8: At last we’re ready to make our first plastic test samples.


Step 9: At this point all our toys go through rigorous independent safety testing.


Step 10: Finally the toy is ready to be manufactured and boxed up for children to enjoy all over the world.

british design logoAll WOW toys are designed in our workshop in London.