In the Driver’s Seat

The iPad AKA the ultimate child silencer is every parents guilty pleasure. With this new square screen generation, modern kids seem to have lost the ability to produce convincing revving-engine noises with their mouths. Instead of car chase reenactments with ‘BROOM BROOM’ and ‘BEEP BEEP’ sound effects we hear nothing but silence when we place an iPhone or iPad in front of them. Have we have squashed child imagination?

New York-based Candylab Toys is changing that and giving children a chance to get back in the driver’s seat, literally. It knows nostalgia sells and is capitalising on the desire for simpler things and “old” products where people just want something that is straightforward, basic, and tangible in a way that modern technology just can’t offer. We are currently seeing the resurgence of many retro products like turntables, record players, and vinyls. Desire for this kind of product was clearly present, as Candylab all started with a Kickstart campaign raising over $100K.

The 1960s American road-trip culture vibe of Candylab’s pieces make for visually pleasing objects that are both ornamental and playful for children. It’s easy to get eyeballs deep in a sea of meaningless plastic toys with very short shelf life, but these wooden toys will stand the test of time.

‘We’re slowly drowning in forgettable toys that break and disassemble — ending in piles of plastic bits — this determined us to create a line of heirloom wood toys that are elegant, durable, and simple, giving children a chance to create their own stories around the objects they play with.’ Candylab.

Let’s face it these millennial toy cars were designed for parents who are perhaps even more excited about the products design appeal than their kids. Already in love? Take a front row seat and watch some of their Candylab films…


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