Toy company founded by Zuzanna Szelińska. These are not typical teddy bears; instead of your average cuddly toys ZUZU TOYS offers creative fun.
Toy company founded by Zuzanna Szelińska.
ZUZU TOYS was established in 2011 as a brand offering toys that stimulate intelligent interaction between children and parents. Their products include books, games, soft toys, and colourful adhesive tape. They all have something in common: The child is treated as an active participant in the game, who invents situations independently and defines the final shape of the toy.
ZUZU TOYS does not provide ready-made solutions, and it does not restrict imagination. Instead of a map with roads and houses authoritatively delineated by someone else, children get a special self-adhesive tape. Domostrada allows them to designate their own roads, and determine the limits of their city. The tape can stick to almost any material leaving no trace, and it can be easily removed when necessary. Kolejkostrada, also based on the idea of self-adhesive tape, allows the child to build endless railway tracks.
Memo wycinanki / Memo Cutouts is a multifunctional toy, working on many different levels. Using traditional folk motifs, ZUZU TOYS invites children to a well-known game of linking pairs of matching cards. They have the opportunity to train their memory, familiarise themselves with ethnographic motifs, and learn languages, as each card contains an English translation.
A similar scheme was used in the inspiring folder Most Famous Paintings of the World, including selected masterpieces of painting accompanied by interesting facts about painters in Polish and English. Yet again ZUZU TOYS does not provide obvious solutions; paintings are reduced to outlines that need to be coloured. The child is encouraged to freely interpret the pictures and become their co-creator.
In addition, ZUZU TOYS offers books for different age groups. A Brief History of Poland consists of several maps showing Poland in different historical periods. The maps are accompanied by captions and images depicting important historical figures. The book encourages exploration and careful observation, while the visually attractive shape of the maps is captivating enough to make an impression on the child and invite it to look closer and discover new details.
ZUZU’s cuddly toys are also far from clichéd. You will not find a typical teddy bear among them. Instead, Szelińska proposes a flying pink horse or a colourful owl. Made of soft fabrics, they almost ask for a hug. The toys are somewhat imperfect, crooked, and awkward, and in no way do they resemble Barbies. There is a rabbit with slightly too-long ears holding a carrot, next to a multi-coloured owl.
ZUZU TOYS’ products prompt questions about the limits of a child's imagination, allowing for free exploration and joyful creation. By avoiding obvious solutions and providing open possibilities instead of formulaic answers, Szelińska suggests new ways of thinking about contemporary playthings.
Author: Agata Morka, April 2015, transl. Bozhana Nikolova, May 2015