Wooden toys designed for creative play
Wooden Toys
Beljo
Product summary
From the small, beautiful valley of Suldal in Norway come the enchanting wooden toys of Beljo. The toys are designed to create smiles and joy for children through creative play, with high quality parts and a modular system providing variety and great play value. All the toys work independently but can combine elements together to make new and exciting vehicles.
Categories
Consumer Product Design, Toy Design
Mix and Match
Beljo toys are building sets using a modular system designed around solid beechwood building blocks. Plastic parts combine with the wooden blocks to create different compositions and invite creative play.
A substantial 94% of parents acknowledged the significant role of toys in their child’s development.
Magneto-I-lock
The patented key feature “Magneto-I-lock” uses magnets to hold the wooden block firmly together in the correct position and can easily be twisted on & off.
Beljo toys are designed to encourage creative play by combining parts from different toys to create completely new vehicles.
Beljo Toy Design & Development
Beljo wanted to develop a range of authentic wooden toy designs that children could interact with. The designs should be easily assembled by the child providing a sense of achievement.
After exploring many concept designs and potential directions, the first Beljo product was born, a wooden tractor. The tractor combined wooden elements with plastic parts that could be assembled in different ways.
During the product concept phase, the idea of a “Beljo brick” was developed. The brick would act as a main component of the Beljo system, snapping together with magnets. As a result, the new system was patented, reducing the risk of copycat designs.
The Beljo design and development covered the entire brand, including the logos, packaging, products, and factory sourcing.
