Play is an important part of every child’s development, and we’re constantly exploring and developing new solutions to stimulate play all around the home. We involve children in different ways, for example through something we call Kids Lab, where we invite children to help us develop new products. We also facilitate an online panel called Kids Panel, where we get valuable input from “advisors” aged 8-14 from around the world. The children and their parents respond to questions sent to them every two weeks by an experienced research company. This provides the product development department for children’s products with a unique perspective. Each year, we also invite children from around the world to draw the soft toy of their dreams, turning the most unique creations into a limited edition collection.