Elif Atmaca & Ögeday Uçurum Designer & owner Toyi

Toyi is an award-winning toy company from Turkey. It designs and produces open-ended and child-led play experiences for all children to discover themselves and their surroundings, realize their creative potential and express themselves freely. With the Toyi creative play kits children can transform everyday objects around them into unique toys. Toyi supports children’s creativity, upcycling and 21st-century skills!


2021 iF Design Award Product
 Parent’s Choice Award, Independent Toy Silver Award, Play Creators Rising Star Award

with Elif Atmaca, designer & founder Toyi

Why do you design creative toys for children?
The unlimited creativity of the children has always inspired me. In a world designed by adults, I took it as a responsibility to provide play environments for children in which they feel free and playful.

What is special about your open-ended upcycling toys for children?
Toyi is a limitless creative open-ended play kit without instructions that enables children to transform everyday objects around them into unique toys. It provides a new play experience for children by incorporating their surroundings, passions, interest into play process. With a kit consisting of wheels, feet, hands, eyes, joints, sticks, and flexible connectors, kids aged 6+ can transform any object around them into a toy of their own creation. To create a toy, children can pick a material (box, rock, bottle, paper towel roll, etc.), then wrap it with a flexible rubber connector and customize it using picked materials. In this way, a water bottle can turn into a rocket, an old box to a train compartment or a pine cone to a cute monster. With Toyi, children can design their toys on their own or along with their friends, improve their creativity by making their dream toys come to life. In this way they become real explorers interacting with their physical and social surroundings, and their inner worlds. With Toyi, children learn up-cycling through play. They create their own toys by redefining and redesigning everyday objects around them.

Toyi helps children become more creative, productive and conscious. There are no instructions or rules in Toyi kits. The entire process is left to children’s imagination. With the open-ended play experience Toyi provides, children can make a limitless number of toys using their creativity. With its unique play experience, Toyi supports children’s creativity, upcycling and 21st-century skills!

When and where was Toyi founded?
Toyi was founded in 2018, in İstanbul, Turkey.

What do you do when you ARE NOT working?
I watch anime/animation, sew plush monsters and daydreaming.

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