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Contests / Sbabam New Toy Design / Brief

Contest detail page.

What should i do now?

  • Read the brief
  • Download the material files (if available)
  • Upload your design


  • upload phase
  • community vote
  • client choices


30 Jan 23

146 entries





New new idea contest on Sbabam and Desall invite you to design a new toy aimed at generating a surprise effect thanks to transformation features or other special characteristics of the product.

Company description

Sbabam is an Italian toy company that operates internationally directly or through controlled companies in more than 20 countries (Europe, America, Asia). Sbabam is a designer and producer of successful toys, collectibles, novelty items and impulse buy products for children. The Sbabam brand was launched in Europe in 2014 with the intention to amaze and amuse children engaging them with innovative and funny toys. Sbabam produces more than 60 new toy collections per year and sells them all over the world in different sales channels with a mix of different advertising (National TV campaigns, Internet, Social Media, Influencer Marketing). With its global experience Sbabam has a deep sensitivity towards children and it’s focused on the safety of its toys.

The brief is available in the following languages:
- English
- Italian

What we are looking for

Sbabam is looking for concepts for a new toy, whose distinctive feature is the surprise effect generated during the game phases. The surprise effect may be generated by a transformation, by particular characteristics of the toy or by the type of interaction expected. The transformation can be mechanical, physical or chemical and can take place only once or be repeated during the game phases. The mechanisms dedicated to making the game dynamic and unique, as well as any electronics dedicated to interactivity, must be as simple as possible, with basic actions to be performed. For some examples, see the Reference products paragraph.


For the correct realisation of your proposals, please take into consideration the following guidelines:

Product typology
You are invited to design a new toy with a surprise effect. There are no particular constraints relating to the type of toy requested.
The product can be a single toy, a system made up of several elements, a group of collectibles, a malleable material, etc.
The product packaging may be an element involved in the creation of the surprise effect and can be an integral part of the toy.

Reference products

Mechanical transformation
Dino Transbot
Maxi Fast Crash
Clip Princess
Flower Princess
My Princess Lollipop
Letranimal Fluo

Chemical transformation
Freezy Snow
Baby Jam

Surprise effect packaging
Hello Kitty Cappuccino
Lovely Pets
Cuty Cuty Pon Pon
Mammy Surprise
Hello Kitty Cuty Cuty

Modeling paste
Silky Pop
Super Sabbia

Interactive electronics
Kokoro Dolci Emozioni

Other types of interaction
Extreme Ball

The product should feature excellent aesthetics that is suitable for the toy sector. The toy may be associated with third-party brand licenses. For some examples and color indications, see the Reference products paragraph.

The toy will be sold on newsstands, which means that the product should be small in size at the time of purchase. For some examples, see the Reference products paragraph.

Traditional materials are allowed: plastics, polymers (slime, sand), fabrics (stuffed animals), paper, etc... and possibly new materials, or new applications of materials used in other sectors that may be consistent with requirements of transformability, dynamism and interaction.
Materials unsuitable for industrial production and the toy sector are not allowed.
The use of electronic parts is allowed but they must be very small and support simple interactions.

Production cost
You are invited to propose toys with the lowest possible production cost.

Target user
The toy caters to boys and girls from 2 to 12 years old. The single toy will not have to cover the entire range but can be positioned at your choice within this target.

Context of use
The new toy may be utilized indoor and outdoor (toys designed for the summer period are also included).

Upload detailed descriptions and a series of images to best present your projects. The images visible in the gallery (maximum 5) must have an aspect ratio of 4:3; accepted file formats: .jpg, .gif or .png; color mode: RGB; maximum single file size: 1MB. During the upload phase of the project, you are invited to upload a .zip archive containing the 3D files and high-resolution images of the proposals via the dedicated field. Maximum size of the .zip file: 100MB

Evaluation criteria
In the evaluation of your submissions the Sponsor will take into account the following criteria:

Innovation 5/5
Technical feasibility 5/5
Aesthetics 4/5
Usability 4/5
Economic sustainability 3/5

English – Desall is an international community, and as such all submitted texts (abstract, description, tags, ecc.) should be written in English.

Contest Timeline (UPDATED)
Add the contest to your calendar

Upload phase: 19 May 2022 – 18 October 2022 (1.59 PM UTC)
Concept review: 22 June 2022 (1.59 PM UTC)
Client vote phase: from 18 October 2022
Winner announcement: approximately by the end of January 2023

Concept review (optional)
Designers can apply, by the date indicated above, for a concept review of their projects by the Desall Team. To apply, 1) upload the project(s), including its description, and save as draft (SAVE DRAFT) from the upload page; 2) send your request to the Desall Team via email to or through the contact form. The review is NOT mandatory: it serves only as a further opportunity for the participants but does not constitute a condition for participation, nor does it constitute any advantage in the final evaluation.

Eligibility and submission
Participation is free of charge and open to designers and creative talents of any nationality aged 18 years or older. Participants can submit one or more projects, but only the projects published on the website, via the upload page related to this contest will be accepted.

1°: €5000
The selection of the winner by the Sponsor will be the result of an unquestionable evaluation and it will take into account originality, feasibility and consistency of submitted projects with the presented brief.

Extra Award (option right fee)
For the duration of the option right, the Sponsor offers an extra chance to all participants setting a fee of €2000 for the purchase of the license for the economical exploitation of the projects not-acknowledged as the winning proposals.
For more information, please login and read the Contest Agreement from the upload page. For questions about the brief please use the have a question button or write to


Since we are an international Community, all texts provided with your uploads (abstract, description, tags, etc.) should be written in English.

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Desall required files

Minimum 1 image, up to 5.
Recommended dimensions: 960 x 720px (player size) ; allowed format: .jpg , .gif , .png; color mode: RGB;
allowed resolution: 72 dpi ; max file (for each one) size: 1 mb.

Brief document (.pdf) Material files (.zip)





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