Brendan Boyle: Toy design, play, and the creative process

Eli first met Brendan Boyle when Brendan was his instructor in the undergraduate Product Design program at Stanford, where Brendan has taught for many years. Brendan is also a toy inventor, and one of the assignments in his class was to design a toy—now that Eli has kids, he realizes how bad his toy project was, which made Brendan’s justified criticism of his idea that much more bearable. Brendan, however, has a unique gift for retaining the curiosity and playfulness that has made so many of his toy designs successful. We spoke with Brendan about the importance of play in the creative process, testing new toy concepts with kids, how decoupling innovation and metrics can create judgment-free creativity, what’s wrong with LEGO today, and the eternal optimism that drives inventors. Find bonus content, a transcript and more on our Substack: https://designbetterpodcast.com/p/brendan-boyle Bio Brendan Boyle is a toy inventor at Fuse London, Adjunct Professor at Stanford University’s d.School, and the Founder of the IDEO Play Lab. He believes that play is the key to innovation and has spoken to creative leaders, entrepreneurs, and students about the importance of playful exploration and risk-taking. He founded the Play Lab to uncover kid-centered solutions to the challenge of boredom. As Brendan says, "The opposite of play is boredom." Under his leadership, the Play Lab has invented and licensed hundreds of toys and apps, including the best-selling Jumperoo and Elmo Calls, respectively. Brendan also consults with companies about redesigning their organizational behavior to include space for play, wrote (and teaches) the Design for Play at Stanford’s d.School, and co-authored the award-winning encyclopedia of never-before-seen inventions, The Klutz Book of Inventions. *** Premium Episodes on Design Better This is a premium episode on Design Better. We release two premium episodes per month, along with two free episodes for everyone. Premium subscribers also get access to our monthly AMAs with former guests, ad-free episodes, discounts and early access to workshops, access to our (small but growing!) library of books and participation in book giveaways, and our new enhanced newsletter The Brief that compiles salient insights, quotes, readings, and creative processes uncovered in the show. Upgrade to paid *** Visiting the links below is one of the best ways to support our show: Incogni: Every year, both the number and scope of data breaches worldwide are rising. According to the 2022 Annual Data Breach Report by the Identity Theft Resource Center, the number of victims has gone up nearly 41.5% from 2021. Incogni reaches out to data brokers on your behalf, requests your personal data removal, and deals with any objections from their side. Use promo code DESIGNBETTER at https://incogni.com/designbetter to get 60% off an annual plan. Zeplin: Few things frustrate designers quite as much as seeing the UI they’ve meticulously designed, botched when built out. But Zeplin can help you make every design-to-dev handoff efficient and accurate so you nail every release on time and on budget. Design Better listeners can get their first month of the Basic Plan free. Just go to zeplin.io and use code DESIGNBETTER to get your first month of the Basic Plan free. LinkedIn: Design Better is supported by our pals at LinkedIn—our favorite social network. It’s hard to get your B2B marketing to land with the right audience. Let’s face it, the web can be a very noisy place! If your message isn’t targeted to the right audience—it just disappears into the noise. With LinkedIn Ads, you can precisely reach the professionals who are more likely to find your ad relevant. With LinkedIn's targeting capabilities, you can reach people by job title, industry, company, and more. Start converting your B2B audience into high quality leads today. To get a $100 credit on your next campaign go to LinkedIn/designbetter to claim your credit.