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toio™ (TPH-1000T 010) / Robot toy

toio™ (TPH-1000T 010)

Discipline: Product

Discipline: Product

Toio is a “hands-on toy platform” designed to foster children’s natural ingenuity and playfulness. They can place blocks or other toys onto simple cube-shaped robots and move them about. This unique concept offers various forms of play, such as battle, racing, sports, art, and programming, selectable just by changing the cartridge. Thanks to its simple visual presentation, the design focuses children’s attention on discovering more ways to play and have fun with their toys.


  • DEVELOPMENT TIME up to 12 months


  • TARGET GROUPS Consumer / User

Sony's hands-on toy platform not only educates users, but is a true innovation that greatly expands the possibilities of educational toys. This is a design that playfully invites users to build and interact. It seems to invite children to say, I want to create something by myself!
Gold Statement
Client / Manufacturer

Sony Interactive Entertainment

Sony Interactive Entertainment Inc.
Tokyo, Japan

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Sony Interactive Entertainment

Sony Interactive Entertainment Inc.
Tokyo, Japan

Yujin Morisawa

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