digital

Ahead of the launch of the Melbits POD on Kickstarter, we caught up with Melbot co-founder Ivan Expósito to learn more about the firm’s plans in the toy space, and where the idea for Melbits came from.

The set allows children to craft and play with real toys – like the tori Wand, tori Catapult and tori Spacecrafts – and engage with them in the digital space.

We caught up with Tom O’Mally, Si digital’s head of design, to learn more about the agency’s work in the toy sector, and why the play space has proved to be such a good fit for the company.

“Hot Wheels began innovating vehicle play over 50 years ago and now, we are doing it again with Hot Wheels id,” said Chris Down, Chief Design Officer at Mattel.