News Navigation
News Navigation
News Navigation
Sometimes you don't need a complicated technical approach to stand out at a trade fair. Sometimes all you need is a product that rethinks an everyday situation. That's exactly what the SeatZac presented here does. Even the first impression is unspectacular in the best sense of the word: you sit comfortably, talk to each other in a relaxed manner and realise after a few seconds that this product is less about explaining and more about functioning. It is no coincidence that the interview takes place while seated. It is part of the statement.
The SeatZac is not aimed at a clearly defined target group. It works for children, adults, families and people who are out and about. This openness is no coincidence, but rather a concept. Instead of limiting itself to one context of use, the seat is designed to be flexible – for everyday use as well as for special moments.
At its core, it is a beanbag, but not a classic, heavy bag filled with stuffing. The SeatZac is inflated, but not with a pump or valve technology, but through movement. A few targeted swings are enough to trap air and shape the seat. This process is deliberately kept low-threshold. Three to four movements are sufficient, regardless of whether it is the children's or adult size. The principle is simple but effective. No additional technology, no accessories, no instructions to study. Anyone who sees the product intuitively understands how it works. This gives it a different character, especially when compared to classic beanbags. The SeatZac is mobile, lightweight and quick to set up.
The seat is available in several sizes: for toddlers, older children and adults. The design remains the same, as does the function. This uniformity ensures that the product does not appear fragmented. It is not a toy version or an adult version, but a seat that scales. An interesting aspect is the idea that children use the SeatZac not only for resting, but also as a place for communication. Sitting in front of the television, looking at each other, talking to each other – the product creates a different posture than a sofa or the floor. It is lower, more informal and invites interaction rather than passive consumption.
Its use is not limited to the living room. On the contrary, the SeatZac is clearly designed for outdoor use. Festivals, beaches, lakes and parks are typical scenarios. The seat comes into its own where classic furniture is too bulky or impractical. It can be transported, quickly assembled and just as quickly stowed away again. Especially at events or when spending time outdoors, a social quality emerges. People sit close together, at eye level, without a rigid structure. The seat becomes a temporary meeting place.
One detail that only becomes apparent at second glance are the small light elements. These are not permanently integrated, but can be placed loosely in or on the SeatZac. Their usefulness is particularly evident in the dark. At festivals, in the evening by the lake or in low ambient light, they create an atmospheric addition. The lights are not a necessary component, but an optional extension. They change the character of the seat without dominating it. Instead of functional light, it's all about atmosphere. The product remains understated and leaves it up to the user to decide how intensively this addition is used.
What becomes clear in conversation is the consistency in the development. The SeatZac did not arise from a single gag, but from the consideration of how sitting in a leisure context can become easier, more flexible and more social. The decision to opt for a sitting rather than a lying form clearly distinguishes it from other solutions. It does not force you to relax, but allows you to. Toi-Toys is not positioning itself here as a pure toy supplier, but as a manufacturer of an everyday product with a playful approach. The SeatZac works without explanation, which is striking in an environment full of products that require explanation.
The SeatZac deliberately moves between categories. It is not a classic toy, but neither is it a piece of furniture in the conventional sense. This intermediate position makes it adaptable to different contexts. It looks just as plausible at a trade fair as it does in a private setting. Ultimately, it leaves the impression of a product that doesn't need to be loud to be convincing. The SeatZac from Toi-Toys focuses on simplicity, everyday usability and a use that arises from the situation. Perhaps that is precisely why, when sitting on it, you forget that you are actually looking at a product – and instead simply take a comfortable seat.
Trade fair reporting Germany - Trade fair knowledge, dates & events
