James Austin-Smith

James Austin-Smith, Innovation Director at Moose Toys, talks us through the origins of Yum Yumz – and how the team approaches extending its popular brands.

“The team at Moose are known for our innovation, so it’s always wonderful to attend events such as this which showcase the incredible talent and creativity within the wider industry,” said Heath Saber, Inventor Relations Manager at Moose Toys.

The session – titled ‘Innovate or Die’ – will detail Moose’s quest to be the world’s most innovative toy company.

“With innovation at the heart of Moose’s mission to make kids super-happy, this event is perfect and holds a concrete spot in our calendar,” said James Austin-Smith, Innovation Director at Moose Toys.

A love of toys? An inspirational teacher? An eye-opening exhibition? We asked figures from across the world of toy and game design what set them on the path to working in design and development.

Our chat with Moose Toys’ James Austin-Smith about the design of Magic Mixies was our most read interview of 2021.

Magic Mixies has eclipsed Shopkins to become the highest grossing SKU per week in Moose Toys’ history.

We spoke with James Austin-Smith, Innovation Director at Moose Toys, to find out more about the design wizardry behind Moose’s latest magical innovation.

“Children love to put stuff in a bowl and say they are making a magic potion – this led us to thinking how that magical process could result in a real-life pet that they create and the idea for Magic Mixies was born,” said Moose Toys’ James Austin-Smith.

“We are excited to be returning to the brilliant Mojo Pitch and are looking forward to talking about great ideas and opportunities with the awesome inventors we know – and those we are yet to meet!” said James Austin-Smith, Head of R&D and Product Design at Moose Toys UK.