Oreo is trying to encourage more playtime with the Art of Play toys. It boasts a black-and-white tonal palette and caters to schoolchildren in China. There, children are often encouraged to study and only enjoy one hour of play per day, making it the lowest in the world. Historically, China has a playful history with inventions such as Tangram and soccer.
With modern changes and focus on work, playtime has been more minimal of an occurrence. Oreo steps in with the help of ad agency Leo Burnett Shanghai to create Art of Play to bring back the joy of playing. To create the toys the team taps toy designer Lao Wang to reimagine three Chinese toys in a contemporary way. The Luban Lock, the Kong Zhu, and the Tangram make up the range.
Playtime-Encouraging Toy Capsules
Oreo Unveils the Art of Play Toys in Black and White
Trend Themes
1. Encouraging Playtime Culture - Opportunities exist to promote a culture of playtime to enhance creativity and well-being among all ages.
2. Cultural Toy Revival - Reviving traditional toys in a modern context can spark nostalgia and interest in cultural heritage.
3. Collaborative Toy Design - Collaborating with local designers can bring a fresh take on classic toys, appealing to a contemporary audience.
Industry Implications
1. Toy Manufacturing - Innovative toy manufacturers can capitalize on the demand for toys that promote playtime culture and traditional values.
2. Advertising and Marketing - Advertising agencies have the opportunity to create campaigns that resonate with consumers by emphasizing the importance of play in a fast-paced world.
3. Cultural Heritage Preservation - Industries focused on preserving cultural heritage can explore partnerships to revive and reintroduce traditional toys in contemporary settings.