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Toys for babies operate in a sensitive area. They should stimulate, calm and be safe, while also accompanying the everyday life of young families. Trade fairs repeatedly demonstrate how much this area has developed.
The focus is not on garish effects or technical overload, but on well-thought-out shapes, soft materials and play ideas that can be integrated naturally into the daily routine. This creates a unique play world for the very young, combining closeness, reliability and first sensory experiences. The focus is on products that not only entertain in the short term, but can also be used in the long term. Toys become companions in the pram, car seat or living room. The interplay of design and function is becoming increasingly important.
In the first few months, babies perceive their environment primarily through touch, movement and contrasts. Play worlds must therefore be easily accessible. Figures with extended arms or soft elements invite grasping without overwhelming. At the same time, different materials promote tactile experience. Small details that can be opened, closed or moved provide initial experiences of success. A key issue is the flexibility of the products. Toy animals can not only be used on their own, but also attached to everyday objects. The importance of well-designed solutions is particularly evident in the car or pram. A toy animal that can be placed above the baby seat and later used as a normal cuddly toy fulfils several functions at once.
Fehn demonstrates this approach with its Bruno the Bear line. The characters are clearly recognisable, including Bruno himself and his friend Sammy, a sailfish. The ensemble is complemented by other animals that are deliberately designed to be friendly and calm. The products are specifically aimed at babies and toddlers and feature soft colours and fabrics. Particularly striking is the design of individual toy animals, which have been specially developed for use in baby seats. Velcro fastenings allow the arms and feet to be opened or closed. This means that the toy animal can either be used freely or securely attached, for example above the Maxi-Cosi car seat. The bear's nightcap not only serves as a design element, but also supports positioning.
In addition to the figures themselves, small functions play an important role. Movable parts that can be turned or grasped are deliberately designed to be age-appropriate. They are intended to arouse curiosity without overwhelming the child. At the same time, they create a space for play in which babies can become active themselves. Another example is a cuddly sheep that holds a blanket during the day and releases it again in the evening. Such details may seem unspectacular, but they have a real benefit in the everyday life of young families. They combine play, order and security in a calm way.
Behind these play worlds is a creative process that is difficult to plan precisely. The development of a new figure does not necessarily begin at a desk. Ideas arise while walking, drawing or looking at other products. Often, a face only develops over the course of many sketches. With each drawing, new details are added, proportions change and expressions become more refined. Designers work in very different ways. Some approach a figure systematically, while others are guided more by spontaneous impressions. What they have in common is that design takes time. Care is particularly important in the baby sector, as every detail has an impact on effectiveness and safety.
Play worlds for babies carry a special responsibility. They shape first impressions, create trust and accompany sensitive developmental phases. That is why restraint is often more effective than showmanship. Soft colours, clear shapes and calm themes support the need for safety and recognisability. Fehn consistently pursues this approach by viewing design not as an end in itself, but as a means of combining everyday life and play. As a result, the products do not appear arbitrary, but are embedded in specific usage situations. Babies do not experience play in isolation, but as part of their everyday environment.
A look at current collections shows that baby toys are continuing to develop in a holistic direction. Play worlds no longer only exist in the nursery, but accompany families on the go, while sleeping or cuddling. Design, everyday life and function intertwine. This is precisely where the strength of modern concepts for babies lies, which are less loud but all the more sustainable.
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