James Austin-Smith

Why design? Industry figures tell us what set them on the path to design

A love of toys? An inspirational teacher? An eye-opening exhibition? We asked figures from across the world of toy and game design what set them on the path to working in design and development.

Our top ten most read articles of 2021

Our chat with Moose Toys’ James Austin-Smith about the design of Magic Mixies was our most read interview of 2021.

“Magic Mixies will be the next mega franchise to launch from a hit toy,” says Moose Toys

Magic Mixies has eclipsed Shopkins to become the highest grossing SKU per week in Moose Toys’ history.

Moose Toys’ James Austin-Smith on the top-secret, mould-breaking design process behind Magic Mixies

We spoke with James Austin-Smith, Innovation Director at Moose Toys, to find out more about the design wizardry behind Moose’s latest magical innovation.

Moose Toys debuts Magic Mixies, a toy that allows children to conjure up a pet from a magical potion

“Children love to put stuff in a bowl and say they are making a magic potion – this led us to thinking how that magical process could result in a real-life pet that they create and the idea for Magic Mixies was born,” said Moose Toys’ James Austin-Smith.

Moose Toys joins Virtual Mojo Pitch 2021

“We are excited to be returning to the brilliant Mojo Pitch and are looking forward to talking about great ideas and opportunities with the awesome inventors we know – and those we are yet to meet!” said James Austin-Smith, Head of R&D and Product Design at Moose Toys UK.

Moose Toys UK’s James Austin-Smith on creative thinking, bad product reviewers – and how he kickstarts ideas

With nearly 15 years of toy design under his belt, James Austin-Smith is Head of R&D and Product Design at Moose Toys. Here we discover his pet peeve – and the one thing that stops his creative process…

Moose Toys UK, So Sound, Open 2 Design and Making Things to share tips on how graduates can succeed in the toy space at New Designers 2020

The session will give an in-depth guide as to what life as a toy designer and freelance inventor looks like, delving into the various routes recent graduate can take to give themselves the best chance of working in the toy space.

Moose Toys joins Virtual Mojo Pitch 2020

“The September Mojo event has become a highlight in our calendar and we are really looking forward to returning to the pitch sessions for a third year,” said Moose Toys UK’s James Austin-Smith.

“If creativity’s easy, you aren’t doing it right!”: Moose Toys’ David Emblin on the advice he’d give inventors, parents – and his younger self

With a range of toys that includes Team Gem, Foam Alive and Scruff-a-Luvs, the Moose Toys team is a phenomenal factory of fun. We spoke to the firm’s Senior Product Designer, David Emblin to hear why comfort is his creative Kryptonite.

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