The Need
Our baby range lacked bath toys a type of product that is highly requested by our markets and very popular among parents. This gap represented a clear opportunity to develop a strong, successful item that could bring both joy and functionality to bath time.
The Challenge
Design an affordable, fun, and timeless bath toy set that is easy to clean, preventing mold growth, while being engaging and safe for babies and toddlers to play with.
Our Solution
We developed a set of four playful bath toys:
A fish, turtle, and crab, each with different types of holes that create unique water squirts, perfect for both children and parents to squeeze and play with during bath time.
A large whale that can hold the three smaller toys inside, can be hung up for easy storage, and features an open mouth designed to pour water — creating a gentle waterfall effect that parents can use when rinsing their baby.
All items are designed with hygiene and practicality in mind. The three squeeze toys can be easily opened to ensure thorough cleaning and drying, while the whale can hang conveniently on any bathroom hook.
Made from soft, high-quality plastics that feel pleasant to the touch, the set combines excellent play value with an incredibly low price. It has quickly become one of the most successful toys in our range.
Designer: H. Johansson
*As Product Developer, I started the exploration and lead the whole development team (Designer, Engineers, Sales, Sourcing, Project Controller) through the whole development and business process from identifying needs at the start, prototyping, testing, development on factory floor, creating the business case, and until reaching the sales floor worldwide.
