.svg)
Applying the power of play far beyond the world of toys.
Our Play Lab builds upon a foundation of 30+ years in toy invention.
We have brought over 250 youth-oriented products to market in partnership with beloved brands like Hasbro, Mattel and Sesame Workshop. This includes the classic Aerobie football, the Fisher-Price Jumperoo and numerous digital and physical toys that have enabled kids to role play with their favorite characters.
We have brought over 250 youth-oriented products to market in partnership with beloved brands like Hasbro, Mattel and Sesame Workshop. This includes the classic Aerobie football, the Fisher-Price Jumperoo and numerous digital and physical toys that have enabled kids to role play with their favorite characters.
But today we apply those play principles across industries to spark curiosity, deepen connections, encourage creativity and help people find meaning.
Featured projects
Latest
Our toy inventors’ top 15 picks for 2025
From pizza shooters to board games, there’s something for every kid—and kid-at-heart.
Article
We made a game: Wait, Wait, Wait!
A joyful embodiment of the importance of designing for friction, and creating moments for people to slow down and enjoy the moment.
Game
Designing for play and friction
IDEO Partner and Managing Director Michelle Lee spoke on stage at Config about the pitfalls of designing seamless experiences and what we can learn from play about the importance of adding friction.
“In saving time and energy, what are we losing? Is there value we’re missing out on by making things too convenient?”
Michelle Lee, IDEO Partner and Managing Director
Want to get playful with designing the future of your organization, service, or product? We'd love to chat.
Feel free to include any details or anecdotes about what brought you here today, it will help make sure we get you connected to the best person right away.
More play inspiration
Meet some of our play design leaders.
Michelle Lee
Partner and Managing Director
Michelle leads IDEO's Play Lab, a team that brings expertise in youth and play to developing products, services, and experiences that are both meaningful and joyful. The Play Lab’s design process includes co-creating with young people, to center their voices and perspectives.
Vlasta Komorous-King
Senior Design Director
Vlasta has almost two decades of experience shaping the future of toys and games, as well as helping companies across industries tackle their biggest challenges through play. Over the past 15 years, Vlasta's work has ranged from designing digital apps for Sesame Street to strategizing how play can transform companies likeWeight Watchers, to inventing and prototyping products for Hasbro and Mattel.
Diana Tobey
Executive Design Director
With over 15 years of experience in strategy, startups, and innovation, Diana has a proven track record in helping organizations take ideas from zero to one. At IDEO’s Play Lab, she leads with the belief that play is a powerful driver of engagement, creativity, and growth.
Matt Hovde
Sr. Experience Design Lead
Matt filters the world through the lenses of play and storytelling. He helps clients make meaningful choices, create engaging experiences, and unlock creative potential.
Keren Ruth Wong
Senior Partnerships Lead
Keren supports partners at the IDEO Play Lab to enable experiences that spark joy, growth and connection through purposeful play. Prior to IDEO, she was based in the Bay Area and Beijing developing products for the education sector.