Arches
This new award-winning product consists of just one shape that comes in three beautiful colors. It's a new addition to the existing products of Waytoplay Toys.
Arches can be clicked together on different ways to create sculptures, bridges, tunnels, abstract figures, race tracks and much more.
Curve Your Creativity
As part of Waytoplay’s in-house design team, I lead the development of a second flagship product for the brand’s 10-year milestone. Right after launch, Arches was awarded with the MiLK Lifestyle Award 2025 and is short listed for both the Junior Design Awards 2025 and the Isola Design Awards 2025 in the category Sustainability.
Arches In Use
Growing to a Multi-Product Brand
For over a decade, Waytoplay has been known for its iconic flexible toy road. As Waytoplay grows beyond a single-product brand, developing a new toy requires a clear and thoughtful strategy. From the start, one condition was non-negotiable: any new toy must connect with the original road system and feel fully aligned with Waytoplay’s identity. Ideally, future products should also connect with each other, creating a truly modular and expandable play universe. The image above reflects this philosophy.
Origin
Waytoplay’s iconic flexible toy road is sold in over 60 countries and has won numerous awards over the years. It has captured the hearts of countless children and parents worldwide. Over time, the original road has seen special editions, from racetracks to airport runways, but the core design has always remained iconic.
Designing a new toy that lived up to that legacy was a chance we were genuinely excited to take on.
Brainstorming
To ensure the project aligned with Waytoplay’s brand vision, we organized a team-wide brainstorm session covering multiple themes. We began by establishing the core values of the brand to create a clear foundation. From there, we explored functionality, play values, sustainability, price positioning, and target market segments. This process allowed us to align product development with both the brand identity and market opportunities.
Ideas to Sketches
Inspired by our brainstorm sessions and the enthusiasm of loyal customers, many of whom have been requesting bridges, tunnels, and bumps for years, we began sketching ideas. From those early explorations, a single, versatile arch shape naturally emerged as the foundation for our concept.
From Digital to Physical
We 3D-printed the first iterations of this new shape, allowing us to quickly test ideas and bring the concept to life. These early prototypes revealed key improvements, from functionality to form, that helped us shape the final design.
We quickly saw its potential. Not just for road play, but also as a standalone piece for creative builds.
We tried 4, 5, and 7 arches—but 6 was the sweet spot. Combined together, they form a perfect circle.
The circle (black pieces) fits perfectly with the roads, matching Waytoplay’s design standards.
Field Research
We tested our early ideas with kids at a local daycare. They immediately saw the potential, using the arches to build racetracks, tunnels, and wild obstacle courses. But more importantly, their spontaneous reactions validated our core values: shared play, creativity, and open-ended exploration.
Introduction in Germany
Arches was first revealed to the public at Spielwarenmesse 2025 in Nuremberg. The response was overwhelmingly positive. Retailers praised the simplicity of the design, its endless versatility, and the playful construction possibilities.
However, not everything was perfect: feedback on the color palette and packaging revealed room for improvement.
Another point for improvement was the connection. Here we used a friction-based connection, but when arches stayed connected for a while, the material would lose its grip and not snap back properly. We took all the input seriously, and used it to fine-tune the product before launch.
Arches was given a spot in the Toy Trends of 2025
The stand design was a rewarding design task we handled in-house.
From the product layout to the background visuals and structural elements, every part was carefully considered.
The fair provided the perfect setting to connect with retailers and distributors. It wasn’t just about showcasing Arches, it was also a valuable opportunity to present early concepts for future products.
Arches was selected as one of the official Toy Trends of 2025, a rewarding recognition and the cherry on top of our efforts. Being featured in this selection highlights Arches’ originality and relevance in today’s evolving toy landscape.
The Waytoplay team at the fair, ensuring everything ran smoothly from start to finish:
From left to right: Mirco Leardini, Ramon de Iongh, Silvia Llado, Marise Jelles, and Sybren Jelles.
Factory Visits
We visited the factory twice to ensure Arches met Waytoplay’s high-quality standards. From fine-tuning the arch connections to achieving just the right color tones that bring Arches to life.
The mold consists of four cavities, producing four pieces with every cycle. Above, you see one half of a single cavity. Look closely and you’ll spot the iconic Waytoplay “W” molded into the corner, a subtle signature of quality. The inner structure of the cavity adds both strength and texture to each arch, giving them that uniquely pleasant, tactile feel.
Shown here is the other side of the same cavity. On each Arch, you’ll find two small lines, one on the short side and one on the long side. These are the secret to Arches’ satisfying and functional connection. We spent months perfecting this system. Instead of relying on friction, this connection gives a subtle feedback when connected, so kids know it’s clicked and ready to play. It ensures that the pieces stay usable, no matter how often they’re clicked together and taken apart.
Tweaking The Coloring
After lots of trial and error, we finally cracked the code for the perfect colors. Working with recycled plastics makes it harder to find the right recipe for consistent, vibrant colors. But with patience and persistence, we made it work.
Sustainability
From the very beginning, sustainability was a non-negotiable. We knew the new product had to be made from either recycled or renewable materials. After extensive testing and development, the final Arches are made using 95% recycled ABS, with the remaining 5% dedicated to color additives. The material is sourced locally in the Netherlands, the same country where Waytoplay is based.
Packaging Design
In addition to product design, I was also responsible for all graphic design aspects of the project, from the packaging design and printed materials to the visual assets used across the website and digital channels.
Each Arches box comes with its own unique sleeve, designed to spark curiosity right from the shelf. The front showcases the product in a clear and inviting way, while the back reveals action-packed imagery and essential information to inspire play and guide discovery.
Behind the sleeve, there is a sturdy, recycled cardboard box, printed with the same key elements as the outer sleeve, almost like an x-ray version of the packaging. Safety instructions and multilingual safety symbols are printed clearly on the back.
Opening the box reveals a neatly organized tray of Arches, sorted by color. Inside the packaging, playful messages invite kids to dive straight into building, creating a moment of surprise and inspiration before play even begins.
The Arches are neatly placed inside a custom-designed inner tray, with a dedicated spot for the yellow accent piece. Arranged in a cheerful “smiley face” layout, the Arches smile at the kids opening the box.
Different Packaging Options
Builder Set
Comes with 54 Arches and is sold for €89 to customers.
Creator Set
Comes with 36 Arches and is sold for €69 to customers.
Starter Set
Comes with 18 Arches and is sold for €39 to customers.
Final Note
I’m incredibly proud of the journey we’ve taken with Arches. Creating a completely new product is never easy, especially one made from recycled material, produced in Europe, affordable, and true to Waytoplay's brand’s identity. But we did it.
From idea to execution, every detail was thoughtfully designed to spark creativity and open-ended play. The response? Overwhelmingly positive and heartwarming.
Arches are being shipped to more than 60 countries around the world, ready to inspire a new generation of little builders and big imaginations.