My Toy Fair Blog

My Toy Fair Blog – Max Mindpower

By January 2, 2018No Comments

Max’s road to his first Toy Fair has been a really long one! Being a start-up from Ireland, we are very excited to be returning to London, as that’s where all of our market research was conducted, to showcase Max and all of his books and to see everything that the industry has to offer. I’m not quite sure what to expect, but am looking forward to making new relationships and seeing what opportunities there are for Max, in what seems to be a very inclusive industry.

I never thought that I would be at the London Toy Fair displaying my own brand of toys, as my journey to designing Max has been something of an accident. Prior to this, I was a professional horsewoman, however I was involved in a hit and run and was very badly injured. My road to recovery was long and doubtful, until I discovered Mindfulness which is actually the premise on which Max is based. When I saw how wonderfully powerful and yet incredibly simple mindfulness was, I decided that this was something that could be introduced to children, in a simple, fun and accessible way and, as I was studying psychology at the time, I saw a real need for it! Through Max’s three-year development, which featured many ups and downs, I expanded the brand to what now features over 40 characters and some great techniques and concepts from psychology today!

At the moment, we are all systems go, preparing for our launch in 2018 and what is going to be an extremely busy year of Trade Shows, starting at the London Toy Fair. I will be bringing along Max Junior who is for the under six-year-old users and Max Senior for the over 6’s, who both have a very traditional ‘teddy’ look and feel. Both bears play four built-in guided meditations and even breathe along. This has been designed to enable the user to really engage with the meditations. Along with the bears, their book series will also be joining them. In Max’s book series, he comes to life and shows children how to use mindfulness in everyday situations. This is done through storytelling which is a really powerful tool, as it shows children how to put things into context. Each story book is based around a different emotion which is depicted as a colourful character and, as the children in the stories go through different situations an emotion appears! Max Junior’s first series has 8 stories all about primary emotions, while Max Senior’s first series features 30 different primary and secondary emotions! In the background we are also beginning to animate his stories for his online platform.

We’re super excited to be starting our journey at GH29, with what we hope you’ll agree is a beautifully colourful stand, with lots to look at. I’m also looking forward to seeing what arises for us and the opportunities and new relationships we are able to make there. We hope you come along and see the brand for yourself. We have so many ideas for the future, that we intend to be coming back to the Toy Fair as a permanent fixture from now on!

Nikki Collins, MD