Picture the scene. It’s Christmas, and you’ve just given your little nephew a toy you spent forever picking out, only he’s barely looked at it – he’s more interested in scrunching up the wrapping paper and banging the cardboard box the gift came in. Enter London-based Frenchman Oscar Diaz, who has created a product that is assembled using its own bright packaging.

When you observe children’s playing you quickly realise that any gap between what something it is, and what they want it to be, is immediately fulfilled by imagination. A toy is just a bit of structure for them to support their narrative. The Tube Toys intend to create just that structure.


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