Our Toy Creation Journey
Discover how we transform ideas into magical play experiences
Research & Foundations
Before creating a single toy, Aarushi spent months learning from child development experts and neuroscience-backed research to understand early milestones across different development areas. This became the foundation of JoyCrate’s intentional, milestone-aligned play.
Aarushi worked closely with experts from Universität Zürich | UZH in Switzerland while shaping JoyCrate’s developmental foundations.
Concept & Shortlisting
With a developmental goal in mind, we brainstorm multiple play possibilities and shortlist what best fits a child’s age and stage. We also ensure the concept can be made safe, durable, and beautiful without losing its learning purpose.
Each product starts with 5–6 different ideas, we shortlist around 3, and then finalize 1 winning concept.
Design & Iteration
Once a concept is chosen, we prototype and refine it by tuning size, grip, difficulty level, and play flow until it feels intuitive and engaging. This is where science meets craft.
One of our toys went through 20 iterations before we finalized the design.
Safety & Durability Testing
Every toy is tested for safety and real-world durability so it can handle repeated play and everyday drops while staying safe for little learners. We focus closely on build quality, finishing, edges, and sturdiness.
BIS defines baseline safety tests. Our toys are tested beyond the baseline for added peace of mind.
Ready for Homes
Only once a toy meets our standards does it become part of JoyCrate. Each product is crafted with care and delivered as a screen-free, milestone-aligned play experience that makes everyday learning feel simple and joyful.
JoyCrate brings research-backed toys to 4,800+ homes, crafting science-driven, iterated, purposeful developmental tools for everyday childhood growth.
JoyCrate - Where Play Meets Purpose
Our Playful Promise
Creating magical moments through innovative toys
Our Mission
To support parents in nurturing early development through play that is carefully designed to grow with a child, one meaningful moment at a time.
Our Vision
A world where a child’s early years are shaped by thoughtful play that builds strong foundations and supports learning as they grow.
Our Goals
To be a part of every child’s early development by creating safe, beautiful toys that grow with them and make the first years of parenting feel simpler, calmer, and more joyful.