Valeria Miglioli, founder and creative director of Pumpkin Projects, brings over 20 years of design expertise to children’s Toys, Games, and Gifts. Her passion lies in crafting toys that ignite creativity and imagination.
Valeria has a degree in Industrial Design and worked under Mr. Roger Ford at NPD Partnership. She then led Product Development at Fiesta Crafts Ltd for 16 years, overseeing 600+ products’ creation and commercialisation. Her designs won numerous awards – Hamleys Toy of the Year, The Giftware Association award for ‘Best Toy’ and three London Toy Fair awards to name a few.
Valeria champions child-led play and learning through play, sharing insights through Bookboon’s elearning library and collaborating with the Good Play Guide Associates Network. Recently, she partnered to develop sensory accessories supporting children’s mental health, particularly benefiting neurodiverse, ADHD, and Autistic children.
With over two decades of experience in the vibrant toy industry, I’ve witnessed firsthand the
profound impact that design holds in shaping the experiences of children and adults alike. Every plush animal, building set, or board game is more than just an object, it is a gateway to boundless imagination and invaluable learning.
In the world of toys, the role of design cannot be overstated as it is much more than mere
aesthetics or function, it is an incredible tool for children’s holistic development. It gives children
the opportunity to cultivate a diverse range of essential skills for our complex, ever-changing
world.
For me, toy design transcends mere profession; it’s a lifelong passion rooted in the belief that play is not just a pastime but the cornerstone of childhood development. Throughout my career, I’ve embraced the philosophy that every element of a toy should harmonise to create a captivating experience that sparks curiosity and fosters open-ended play.
I strongly believe that children need toys that allow them to build confidence, explore ideas and
be creative. To take curiosity as far as it goes. Children need the freedom to express themselves
and the opportunity of getting things wrong to then working out a solution.
It’s well known how today’s children are spending more time indoors and on screens than ever
before. Studies indicate that the average child spends over six hours a day engaged with
electronic media; a recent study found that in the UK 1 in 5 toddlers owns a smart phone, that
includes children as young as three!
The concerns are not just about the sedentary lifestyle but also the diminished social interaction and the rising anxiety caused by the lack of “real play”. Research empathises the importance of play in cognitive, emotional, and physical development; it’s fundamental for healthy brain development and emotional well-being.
This is why design plays a crucial role. In today’s fast-paced world, where culture and tech
advances at an ever increasing pace, toys and games that offer fun learning experiences are more important than ever.
Learning through play is not just a concept; it’s a fundamental aspect of childhood development. How children play both stays the same and also evolves; as a designer, it is my job to integrate educational concepts into play to ensure that learning becomes enjoyable and accessible.
In today’s rapidly evolving world, where automation threatens to replace human tasks, the need
for creative problem solvers has never been more critical. Play serves as a powerful tool for
nurturing creativity, adaptability, and resilience.
Imagine a child playing a board game – they are not just enjoying the game, they are learning to
strategise, adapt to unexpected obstacles, and persist in the face of challenges. Cooperative play fosters teamwork and collaboration, essential skills for navigating relationships.
Another aspect is the importance of social and emotional intelligence cultivated through play. In a time marked by increasing social isolation and mental health concerns, play serves as a powerful tool for building empathy, communication skills, and emotional resilience.
Imaginative play especially is essential to develop empathy and perspective-taking. When children engage in role-play scenarios, such as pretending to be doctors or firefighters, they learn to understand and empathise with others’ experiences. When putting on a puppet show – children can imagine, create and experiment, they learn to collaborate and communicate, and express themselves freely.
Accessibility is, for me, another key aspect of design in toy and game creation. Every child
deserves the opportunity to play and explore, regardless of their abilities. As a designer, I strive to create inclusive toys and games that cater to diverse needs and preferences.
This includes considering factors such as sensory stimulation, motor skills development, and
cognitive or mental health challenges. By prioritising accessibility in design, I can ensure that
every child can participate fully in the joy of play and learning, fostering a sense of belonging and empowerment.
As I continue to embark on new ventures and collaborations, my passion for meaningful design
remains unwavering, driving me to push the boundaries of what’s possible and create toys that
inspire and shape futures. Through thoughtful design, I have the ability to craft imagination,
cultivate learning, and nurture resilience.
As we look towards the future of toy design, the possibilities are endless and emerging
technologies hold the potential to revolutionise the way children play and learn. However, amidst the excitement of innovation, I strongly believe in the timeless value of simplicity – for me, the greatest toys are not defined by their complexity but by the endless possibilities they inspire.
My mission is to shape a future where every child has the opportunity to learn and thrive thanks to the power of play.
