The Surprising Overlaps Between Toy Design and Brand Design with Assaf Eshet, Founder of Clixo Toys

What are the key characteristics of designing a great toy? It turns out, it’s many of the same characteristics that go into building a great brand.

Playfulness. Imagination. A little bit of mischief. And joy.

In this episode, I talk with Assaf Eshet, founder and award-winning toy designer at Clixo Toys.

I met Assaf at the ISTE EdTech conference in San Antonio this summer and I was immediately drawn to the flexible, colorful shapes of Clixo and all the different things you could build with them - robots, animals, vehicles, wearables - you name it.

And when Assaf started telling me about the philosophy behind Clixo - how they blend the best of origami with the best of magnetic building toys - I knew he needed to be a guest on the show. Because he definitely sees the world in a different way compared to most.

I’m glad I met him when I did because since our chance encounter in San Antonio, Clixo has been getting attention just about everywhere. In the past few months Clixo launched nationally in Target, had a huge activation at the MoMA, and was just named one of Time’s Best Inventions of 2025.

In this episode, Assaf and I talk about the principles of great toy design, and how his teaching philosophy helps students embrace failure and experimentation, which are prerequisites for coming up with even better ideas. We also explore the psychology of play and the secret to living as a joyful creature. 

Some of my favorite aha moments from our conversation include:

• One of Assaf’s favorite design assignments that he gives to his students each semester
• Why good toy design (like good branding) requires constant testing “in the wild”
• What his grandmother’s hand-sewn Barbie clothing collection taught him about resourcefulness and innovation
• How Italian cinema and Roberto Benigni shaped his outlook on creativity
• The importance of becoming a collector (for whatever you’re passionate about) 

Show Notes:

Below are links to inspiring ideas that came up during our conversation.

Books:

When Nietzsche Wept: A Novel of Obsession by Irvin D. Yalom

Products:

Chomshop: A Kid-Safe Power Tool for Cutting Cardboard

Speeches:

Roberto Benigni Oscar Speech for Life is Beautiful