How Innovation Meets Inclusivity In Sensory Play

Jason Hsieh (00:42)
Hi, welcome back to Toy Business Unboxed podcast and your host Jason Hsieh. Today we have a special guest, Alex from Pods Play. Alex is a designer and an innovator who has spent over a decade related to sensory equipment. And his journey started early from growing up with a deep awareness for people with additional needs, supporting autistic classmates, which really sparked the idea of creating his current brands. And he also has background in engineering, music, and even structural design.

Thank you so much for being on our show today, Alex.

Alex Ford (01:13)
Thanks, thanks for having me.

Jason Hsieh (01:14)
So first of all, could you kind of share with our audience that your background and like, how do even like get into doing what you’re currently doing right now?

Alex Ford (01:23)
Sure. So I’ve always been fascinated by products and toys in particular. My dad was always taught to put away his toys or his in particular, but growing up on a farm farm tractors and model tractors. So he then became a collector and he still is a collector to this day. So I’ve always been fascinated by not just the product and how it’s made, but also the packaging.

because sometimes in collectibles, the box is worth more than the actual product itself. Now, having that kind of model engineering background for my dad and disability in the family, I then after going down the kind of creative route with music, decided that, you know, there’s a gap in the market. And also there was a need for a product where children could

go to to relax and just basically just be. This kind of hit home really at school. As mentioned, living with a family member with Down syndrome, I saw kind of firsthand what it’s like how it really affects the family. And when I saw this in school, when I was paired with an autistic boy, who used to go under the table and

just go to relax and that would be his space. And I’d always kind of ask my mom, was there anything out there? Was there anything kind of cool looking? There’s a place for him to go and there was but nothing that was quite cool. Nothing that could be deemed as another world somewhere fun that didn’t look too clinical. So later on in life,

I became a designer, designing structural, so exhibition stands and conference exhibits. One day we were doing an exhibition where I designed this structure and a few ladies exited the structure and I overheard them saying it’s like being in another world. And that’s when I thought, maybe now this is the chance where we can create these

different changing worlds where people can go to not just only relax, but also to stimulate them to play as well.

Jason Hsieh (03:17)
I see, I see, I see. And I know you have very unique product as well. Can we also talk about a little bit about the product that your company has designed and how is that helping, you know, especially kids with sensory needs?

Alex Ford (03:30)
Sure. so started back in 2013 with early So being a structure designer, we used to do a lot of designs for or any inflatable structures and we still do with my other company. After this kind of light bulb moment, then in 2014 launched the product, which is an interchangeable adventure immersive play space.

So it’s a place where children can go to, to relax, to play, read. But the interchangeability of it means that there is an investment to start with, with a product. And then children’s taste, as we all know, they change so often, can journey with them throughout childhood. So there’s different adventures. first it just started with the lights in the structure, an inflatable pod structure.

with a just two themes to start with. I then developed some sound effects. At first, it was really basic. was we used to email people the MP3

Jason Hsieh (04:33)
I see.

Alex Ford (04:34)
And it’s just what happened really before. I mean, apps are around, but they were super expensive. Yeah. Obviously a lot’s changed now with the low code, no code kind of stuff. And I just, actually that’s just what people expect from a product. You know, without being it being too techie. So yeah, the product was always designed to be inclusive. So for all children, but particularly at the time,

for children with additional needs because of its kind of calming, relaxing benefits. It’s great for all kinds of things such as autism, ADHD, right up to anxiety, which obviously peaked three or four years ago. as much as it stimulates and kind of invokes immersive, imaginative play,

it’s great for sensory relaxation as well. So the, the key was to always kind of create different worlds interchangeability. So this wasn’t a one trick pony or a something that would just be phased out because the child didn’t like spaceships anymore, they wanted to go to something like that. So having that interchangeability means that we can also switch up as we say, switch up their world.

and just changed the adventure from journey to journey.

Jason Hsieh (05:46)
Yeah, and I’m also on your website looking at all the different scene that you have for our audience that’s listening. Obviously, you can check out our YouTube channel if you want to see the actual product. But I think your design is very unique. And can you also talk about what is actually included in the product if people get one of those products? What is actually included in the bundle?

Alex Ford (06:06)
Yeah, so we’ve got three different products. The one that you’re seeing there is the Pods Pop, which is the kind of the smallest addition to the range and the second addition to the range. So you get in there the tent with a removable inner and exterior jacket. We call that an adventure jacket. You get LED lights which are pre-installed into the tent or into that structure.

A memory foam mat is super comfy, not just for kids, but also for adults for story time. So parents, we’re thinking of your bums as well. And then it comes to remote control. that can be controlled. So you have some children that prefer a fixed light with color therapy, certain colors, hues, evoke different reactions. But we find white is fantastic for reading time.

as it really highlights the colour. But also a smooth fade is just the most calming setting that there is. And when the house lights are down, the glow is really quite hypnotic. It’s so soothing, so calming. And then you can speed up the lights if you so wish for a bit more kind of…

Jason Hsieh (07:11)
like how you can change the color too. Okay.

Alex Ford (07:14)
Yeah. Now we also provide a Bluetooth speaker in there as well, because we’ve developed audio books, audio stories, ebooks and sound effects. So it of really takes the immersive play adventure into the next generation. So I write the stories, they’re rhyming, they’re based on Professor Pods and B The Badger. So they’re always on an adventure in the themed world or themed journey.

and adventure that they’re in. And it’s about six to seven minutes long. So it’s a ready to go activity where schools can use this for in a reading corner situation or let’s say at home for story time, play time or pre bedtime routine.

Jason Hsieh (07:55)
I see. you for sharing that. From an engineering and design perspective, were some of the key challenges in creating product like this one?

Alex Ford (08:03)
Yeah, so I guess with this one in particular is a bit more known because of the way it’s designed than the inflatable. The inflatable was our first one. And we ran with that and we’re still running with that. Because it’s the most kind of aesthetically cool looking product that we do with the one with the domed roof. Cost really is the is the biggest

hurdle for most of it. So with an inflatable, in layman’s terms, let’s call it a bouncy castle. So it has an integral pump. Now that integral fan that we use needs to be incredibly safe, incredibly quiet, because so many children are, you know, are provoked by sound. But then some love the white noise.

Jason Hsieh (08:43)
Yeah.

Alex Ford (08:47)
So we appreciate it’s not for app, it’s not for everybody. But it’s incredibly quiet. It’s the quietest fan that we’ve found and developed. So the cost in that is the thing that kind of was the biggest hurdle. And also consistency, consistency of, because everything’s handmade and it’s such a lot of sewing.

Jason Hsieh (09:05)
Okay.

Alex Ford (09:06)
As we say, it’s leaking through millions and millions of holes in the seams. So it’s designed to leak. Therefore, it’s super safe and it’s that kind of super almost padded. So it’s a really different experience when you’re inside. It’s hard to explain. But you feel cocooned, you feel safe. And should you have a boisterous child inside, they’re not going to hurt themselves like they would if they’re in, let’s say, a regular tent.

if they were to throw themselves against the side. So that’s always the kind of hardest part. So we’re working and we worked on the Pods Pop to bring it down to a more kind of household suitable budget, really.

Jason Hsieh (09:45)
I think last time when we spoke, you mentioned to me that you’re working on a smaller version as well.

Alex Ford (09:49)
Yes. So that’s, still in development at the moment. But all kind of have the largest one that we do is the therapy pod. So we go through right to dementia age. So we have a large one, which is 2.3 with less in American or in US money, that’s eight foot by eight foot. And you can house a single bed in there. So it’s great.

for all ages, particularly kindergartens, because you can house up to eight children. So fantastic for story time. And then, as I said, right through to the elderly, whereby this can save care homes a lot of money by not needing to go out, because sometimes the bus might be booked, or sometimes the weather might be terrible. So with the interchangeable themes and adventures on the inside, which are more age appropriate,

we can provide an experience which hopefully will get elderly users to reminisce.

Jason Hsieh (10:41)
⁓ I see, I see, see. What are some of the feedback that you have been getting from the customer that has been using your product?

Alex Ford (10:48)
Yeah, really quite emotional feedback because let’s say that there’s been blackout tents and stuff on the market for a long time and they have their use. But the multi use of a pod is, what we’re hearing back and what we’ve heard back for years is that it’s transformative and is one of the most used piece of assisted tech.

that charities buy from us and that parents have ever bought. It’s basically like their own personal sensory room, a full sensory room. you know you’ve probably heard about the costs of that. And again, they have their uses, but with that familiar space that anyone can then take to the grandparents or even on holiday, it’s just something that is just known, feels comfortable and

can be part of daily routine wherever you go, as we say, imagination anywhere.

Jason Hsieh (11:39)
Hmm, I see. see. I see. Got it. And I know a sensory play is definitely evolving. And I know with your product, you currently also come with an app too, right? That’s where you the stories that you mentioned

Alex Ford (11:51)
Yeah, so as a father as well, we want to be screen free, we appreciate that an app is sometimes the best way to deliver the audio, the digital content. Now we say the app is for the parent, so the parent can be inside the pod reading with the child. It’s a really lovely bonding time where again, to make a great routine before bedtime where

parents can read with their child before bed. And yeah, the audio can be playing at the same time. So you get that real atmospheric experience. So that’s what the app is there for. Again, we’re kind of working on that and developing that because I’ve been writing stories for about eight years. So I’m starting to put that all together and improve and increase the amount of stories that we offer.

Jason Hsieh (12:32)
Okay.

Alex Ford (12:37)
and also improve the graphic content as well.

Jason Hsieh (12:41)
I see. And I think with that digital element, it really also enhanced the overall experiences for the kids and for the family too.

Alex Ford (12:50)
Yeah, absolutely. Absolutely. we’ve got some new cool ideas as well to make it even more immersive, which you’ll hopefully see pretty soon. But all that will kind of come through the app as well. But ideally, you know, we want the child to be sitting playing and immersed in real play with toys, pretending that they’re an astronaut or that they’re a jungle explorer. So really getting immersed in

full role play because of all the benefits that that has. I mean, it’s so magical to watch a child be lost in play and not just at a screen. It’s, yeah, there’s not enough of it. And I hope with our product and I know with feedback from parents that that’s what it gives them is that kind of them being a kid again.

Jason Hsieh (13:38)
I see, I see, I see. And I think part of your product is also really about bridging the gap between therapy and play. How do you approach in your product design to make the space that’s both fun and therapeutic?

Alex Ford (13:52)
Yeah, I mean, it’s inclusivity is always what we’ve always been about. So there’s never been really a distinct way. I always thought if you make something look really cool, and you can make it accessible in terms of being able to walk, wheel or crawl into a space, it can be for any child or you know, we have

we have adults buying our product and we always we always get jokes from and comments from parents and teachers that shows going, you do know when the kids go to bed, we’re gonna be in this. It’s, it’s just because it regardless of age, regardless of ability, we all need that space to go to to unwind to relax to shut ourselves off from the rest of the world. It just, it’s funny that

Jason Hsieh (14:26)
Hahaha

Alex Ford (14:41)
a couple of bits of fabric and a bit of lights can do that. But we do that in a way that it connects with the sound of things and the way it’s backlit, it creates a lovely glow. So yeah, there’s nothing in particular where we try and do. It’s just if you can get that accessibility in and we don’t want to be known as purely a product.

for children with additional needs, we want it to be for all children. And this is for all children. So yeah, with the increase also with the implementation of the pods pop product, we found we started to find a new market being the toy market. So for the last 10, 12 years, we’ve been in healthcare, I’d say, and education. But with the new pods pop, it’s, yeah, getting us into that.

that toy zone. So we’re really new to this

Jason Hsieh (15:30)
I see, see. Of course, of course. And because your products serve many different audiences, you mentioned about the families, the school, the therapy centers, and I think each one of them have very different needs. And you kind of need to tailor to what they asking for as well.

Alex Ford (15:46)
Yeah, there’s definitely, there’s definitely different languages when it comes to marketing that kind of needs to be addressed. Because yes, we have the care industry, we stock all the hospices in the in the UK. But obviously life limiting, generally life limiting conditions. And it gives them that kind of magical experience. Then we have

schools, say reading corners, or one to one sessions where children can open up about personal issues. And then at home, know, play and again, relaxation. So yeah, there’s, there’s different ways of for us, there’s just so much for us to talk about. it’s hard sometimes, you can’t really concentrate on one, one thing, because

It’s they’re all very important

Jason Hsieh (16:31)
I see. And I think marketing wise is also a little bit tricky because your product is definitely on the high end of the spectrum if you’re compared to any other toys or games within the industry. What are some of the digital marketing strategies that you have tried that has worked best?

Alex Ford (16:47)
Right. So digital, because our product needs to be experienced. The best way, I mean, it’s not digital, but the best way is exhibitions. We meet exhibitions, influencers, and influencers reach out to us. So that’s probably the best way in us kind of working with them under collaboration, so that they can tell the world from a different point of view.

and we’ve worked with parents with children with autism and it’s really went down really quite well. And that’s really has worked for us. so that will always continue to do that because there’s so many different things that you can do with the product that we all say to our customers, imagine you’re a film director and there’s like, we’ve got like seven themes. So, you can create your own mini.

film trailer with this and get really creative. Because if you know that it looks great in a dark environment and yeah, it can look really cool. I’d say SEO is it’s slightly easier for us than anything else because it’s such a niche. And there isn’t any competition really. Under that

price point. So that has worked quite well for us. But you always got a thing in a niche, it’s sometimes good to have competitors, they drive the awareness up and but yeah, that’s probably that being high up on the organic is probably the best thing for us. Because you know, being around for what since 2014 and having a website does help.

I’m terrible at social media. I hate it on a personal level. I can’t see the point in it, but I know that’s where our customers are. So to be better at it. And, yeah, so we kind of have a team that now have been doing that for a while now and it’s helped, but it’s, you know, it’s difficult. especially when, you know, you are, it looks more relevant.

and obviously more poignant when a child is in shot, but we totally understand that that’s sensitive information. So it’s hard to push that. So especially with children with additional needs. So going into the toy industry is bit easier in that respect.

Jason Hsieh (18:48)
Oh, really? OK. OK. OK. So what are some of the feedback when you’re going to, for example, a toy trade show, et cetera, so far?

Alex Ford (18:56)
Yeah. So, it’s a of a, kind of a, a showstopper really people walk past and just stop. And the first thing is either I want to have one of those, or I know exactly someone who would love that. and when you kind of tell them, the benefits, and you know, it looks fantastic. And

the big thing had been for many years was the size. So the six foot diameter was a bit of a struggle especially in the UK, you know, you guys in America have apartments that are bigger than houses over here on a normal scale. This product would definitely be great for the US market. And we do sell to America from the website, but we don’t have

an agent. Yeah. You’re gonna tell me this is where you come in, Jason.

Jason Hsieh (19:43)
We could potentially help you. So obviously, for sure. So what is next for the companies? What are some of the additional innovation and expansion on the horizon?

Alex Ford (19:54)
Yeah, lots, are always trying to make things more immersive and also always trying to bring costs down so it’s more affordable. But that’s just economies of scale really. the new product, the new product’s only really been in the market for about two years and we’ve been flirting around with a price and we’ve…

let’s say designing an even smaller one. So hopefully that’s out for what it really needs to be out by October, really, for Christmas. So we’re looking into Amazon at the moment. we’ve done a we’ve spoken before about Amazon. So that’s definitely a new strategy. Because I had sold bits and pieces and what we found on there before, but schools use it for procurement in the UK.

So yeah, it’s quite good for that. All your card details are stored, it’s just trusted. However, Amazon doesn’t look great when you’re selling on there. I’d rather buy it from someone’s website there because it just looks sleeker on someone’s website. Amazon, I know you have to follow their rules and things, but it just doesn’t look like our brand on there.

Jason Hsieh (20:43)
I see.

Yeah, yeah, yeah, that’s definitely a lot of different limitation with the platform, but that’s also a lot of different component you can optimize, which I think I showed you last time, but that’s about like a different component you can optimize on the product detail page for Amazon purposes as well. So thank you so much for sharing that. So I know you have been doing this for quite a while now, but if you have to share one piece of advice with someone that’s just getting started with their own entrepreneurial journey

with the product within the toys and game industry, what would that be? What would be your advice?

Alex Ford (21:34)
I would say, the sooner you do it, the better. I know as you get older and you have a mortgage and kids and things like that, it gets harder and harder to make those risks because it is a big risk. and, I’ve always quite enjoyed all of that. but you know, when you do get those,

responsible adult things in your life. You do have to think twice about what you do. But I’d say it’s a long game. Although we want things quicker, although the internet’s quicker, although communication is amazing when you’re dealing with, whoever’s making it in wherever in the world, the communication is bang, bang, bang. It’s great. I remember when it was just emails, and then there’ll be a time difference and it would take weeks to get

something down and develop stuff to and fro. But then when WhatsApp came through, it was just fantastic. What a time saver. And then the invention of like, actually, you can send videos and stuff to explain what you mean, and then it’s just so much better. So I’d say it is a long game. really stick with it. And just go for it. Absolutely go for it.

So we’re writing some patents last year. And our attorney was saying to us that the toy industry is the place where it’s kind of like a bit of a stomping ground companies start. If you can’t make it into a toy, you can’t if you can’t make it safe, you can’t make it cheap, and can’t make it in high production, then it won’t fly as a piece of tech. So it’s a great place to introduce things. And then with that tech, they take it on to other things.

which is quite, I found that really quite interesting. So it is hard and it is all, of course it’s all about the margins, which, as I said previously, we struggled with because…

Distribution, I’d say is one of our had had has been one of our biggest blind spots really. So as you go through and you get more feedback, more reviews and everything like that, you can get to a point where you can increase your margins and then stockists can come and involve because for many years we were direct from website and it was difficult, really difficult.

Yeah. And everything, obviously bootstrapped. So in not giving up and just stay in the game. That’s what I’ve always been told. If you can stay in the game, you never know what’s coming around the corner. Who’s going to be on the phone call? What email you’re going to get about a new brand licensing deal or something like that or offer that you know, you can’t refuse, which actually this year is we’re starting our first licensing

deal.

Jason Hsieh (24:02)
⁓ congratulations.

Alex Ford (24:04)
So really excited about that. So that will hopefully be live in the September, October Hopefully you’ll start to see what you’d expect from all your favorite toy characters on our product soon.

Jason Hsieh (24:10)
OK, nice.

I see. OK, that’s very exciting news. And thank you again for your time today and sharing your story and your journey with your business.

Alex Ford (24:25)
Thanks so much. Thanks for having me.

Jason Hsieh (24:26)
And for our listeners, thank you so much for tuning in to this episode of Toy Business Unboxed podcast. We hope you have enjoyed today’s conversation and find it insightful and inspiring. If you like what you have heard, be sure to subscribe to our podcast on your favorite platform so you never miss an episode. We really appreciate your support and would love it if you can leave us a review and share the podcast with your friend and colleague. For more resources, tips, and the latest update within the toys end game industry, visit our website at toy-launch.com.

Join the conversation and connect with us on social media using #toybusinessunboxed. We’d love to hear your feedback and suggestions for future episodes. Until next time, keep innovating, keep creating, keep bringing joy to toys. This is Jason Hsieh signing off on the Toy Business Unboxed podcast. We’ll see you in the next episode. Thank you so much, everyone.