We had the distinct pleasure to interview award winning designer Newmakers about their original and creative Toy design work. Newmakers is an award-winning industrial designer, that makes our world a better place with their original toy works.
Newmakers ("Newmakers") answered Design Interview ("DI") questions about their award-winning work Rocking Zebra Toy. Interview questions prepared by Frank Scott.
Newmakers : We wanted to re-imagine the classic rocking horse, with a modern, exotic, twist. The new product needed to be visually striking; modular, to allow for different character types; flat-pack for internet sales and shipping; and affordable.
Newmakers : We wanted to bring production back to the UK. Therefore a great deal of effort was spent on production and materials issues. It was imperative to reduce part numbers, and production steps, drastically in order to ensure an acceptable price-point. One major result of this is our discovery, and use, of custom-print laminate surfaces for the pattern/color parts. This means we actually apply all pattern before cutting takes place, meaning virtually no post-finishing is necessary.
Newmakers : Newmakers is a young and small company. Winning this world-renowned prize will give us credibility with both industry, and consumers. Credibility is crucial in allowing us to expand our accessibility to global buyers.
Newmakers : From first idea, to finished product: about four years, and five different pre-production runs.
Newmakers : When I made the first one, it was an elephant. I was living in Chiang mai, northern Thailand at the time, and had been to an elephant sanctuary with some German friends who were visiting. A few days later, I was in my workshop, between projects, and just started playing around with some ideas.
Newmakers : This, and all future products will be marketed and sold under our own Newmakers brand.
Newmakers : I have designed nany different types of product in my career; medical goods, mobile phones, industrial layouts, furniture & lighting. The one area I had never touched on was kids products. It now turns out that this is what I enjoy making the most!
Newmakers : Not really. However I do think that my professional experience in Germany influenced the production rational greatly, and my time in Asia certainly influenced the materials choice and overall graphic image (particularly Japan and Korea design).
Newmakers : Design-aware parents, who want something that is as good looking as it is fun. I also think those that value good workmanship, and honest materials use will find something to please them.
Newmakers : It is a very contemporary take on a classic heirloom toy. Plus it packs down to a very compact carton size. The laminate surfaces are also super-tough, making them virtually impossible to scratch.
Newmakers : It's a Zebra, and it Rocks!
Newmakers : I use some very old, very basic 3-D software, plus an equally old graphics program. Apart from that it's just the usual workshop equipment to make the prototypes.
Newmakers : I think the laminate surfaces are pretty unique; the fact that it is modular - we just need to change a couple of parts to produce a Panda, Gorilla, Tiger... 80% stays the same. Also it is very compact in the carton.
Newmakers : The design and prototyping I do myself. The production is were I always look for the best advice possible. We have access to a terrific CNC workshop who do the cutting for us, and their advice and suggestions have been invaluable.
Newmakers : Although this product looks quite simple, actually we do work to tolerances of 0.2mm in order to ensure everything fits perfectly. Therefore CNC cutting technology is crucial. Also the laminate surfaces need to be very accurately produced. So yes, technology is actually very important in this product.
Newmakers : No. We are not a research-led company. The most important research activity for us is letting kids loose on the prototypes and watching what they do, and whether they have fun.
Newmakers : Production issues have been a major challenge. In order to manufacture in the UK, we need to maximize the number of parts per sheet to the extreme, drastically reduce production steps, and automatize as much as possible. This took a lot of time and effort.
Newmakers : In the past, I have been fortunate to receive a number of major awards for previous work. I know how important this recognition is in promoting yourself, or your work, as being seriously credible and of real value in a crowded marketplace.
Newmakers : This project took four years, one of the longest I have ever done. It taught me more patience, and also that the system behind the product was of equal, or greater, importance that that individual product itself.
