ToyPal’s Sami Samiee on transforming toys into storytellers with AI

For those new to ToyPal, how would you pitch it?
At its heart, ToyPal is about spreading love and joy through storytelling. Imagine a heart-shaped device that magically turns your child’s favourite soft toy into a storytelling buddy… That’s ToyPal!

Great! And for the child, this is screen free?
Right. Our AI-powered app allows parents to craft deeply personal, screen-free stories that come alive through the toy. The device can be easily attached to your child’s favourite plush companion, transforming it into a storyteller that knows your child’s name, loves their quirks and even tailors stories to their interests.

How did this idea come about?
ToyPal started with a playful moment between me and my son, Nick. We were goofing around with his soft toy – I was imitating voices and puppeteering like it was alive. And then it hit me… What if his favourite plush could actually talk? That’s how the idea was born: a way to make their favourite cuddle buddy into the ultimate storyteller.

What are some of the capabilities of the product in terms of the stories and routines?
ToyPal isn’t just a storytelling device ­– it’s a parenting tool in disguise! The app comes packed with lullabies, nursery rhymes and over 500 timeless stories. These can all be personalised with your child’s name, preferences and favourite characters. But the real magic lies in its customisability. Parents can craft bespoke adventures where their child becomes the star alongside family members, friends – or even pets.

AI is quite a divisive topic! Why did it work for this kind of project?
AI can be polarising but, for ToyPal, it’s a perfect match because of its ability to create deeply personalised and dynamic experiences. Unlike traditional toys or apps, AI allows us to craft stories that grow with the child. It’s like having a magical storyteller on call, one that knows your child’s interests, favourite characters and routines, keeping them engaged and inspired. But there’s a twist…

We’ve embedded the human touch into the journey. Parents can step in at any point, weaving their own ideas or lessons into the storyline… So it’s a collaboration between technology and the family. By combining AI’s creativity with a parent’s personal touch, ToyPal creates stories that resonate deeply, turning playtime into cherished memories.

What’s next for ToyPal?
Our next big step involves developing the next generation of AI toys – innovative devices that are even more interactive, engaging and accessible for children. We’re also focused on expanding our library of content to ensure there’s something magical and meaningful for every family. For us, it’s about using technology to spread love, make an impact and bring joy to every child’s world.

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