Memory 8 FUTUR_PLAYR - Utopian Toys

  • Pou Auaha / Creative Director
    Russell Haines
  • Ringatoi Matua / Design Director
    Will Cook
  • Ngā Kaimahi / Team Members
    Noah Butcher, Alain Brideson, Max Betteridge
  • Client

FUTUR_PLAYR is a series of modular toy cars designed with the understanding that children's imaginations will create our future. It fosters their innovative spirit, acknowledging that the power to imagine and create will be their greatest asset.

The inaugural FUTUR_PLAYR range boasts three innovative concept vehicles – TRUCK, RACER, and MOVER, inspired by modern EV platforms. These modular toys can metamorphose into 18 unique configurations. The toys are durable and eco-friendly, all produced from advanced, upcycled materials, such as post-use pine and 100% upcycled nylon.

In appreciation of children's innate taste for quality design, FUTUR_PLAYR toys balance simplicity and sophistication. Our design process involved repeated testing and improvement with the help of children and adults, optimising the modularity for enjoyable, fast-paced play.