It's time to Play

ToyWatch Comapny launches Toytoy, the first collection dedicated to children exclusively at Selfridges.

By Lee Isherwood | April 13th '11

ToyWatch launches Toytoy, the first collection dedicated to children

The exciting new range evokes creativity, yet still functions as an educational tool encouraging children to learn how to read the time. The watch is beautifully packaged in a crisp white box containing everything needed to discover the inner artist. This includes an array of rainbow coloured watch faces, a selection of bright felt pens small enough for little hands and a pad of paper watch templates. Each child can express their artistic ability and imagination to create their own personal works of art, which they will be proud to show off!For a minimalist look, the Toytoy watch features a white silicone soft cozy strap and a plastic face with multi colour digits. However, for something more daring, the tools in the Toytoy box can be unleashed to redraw the rules. For extra inspiration the interactive Toy Watch website www.toy-watch.it/toytoy allows one to practice over and over again and even print off all unique designs. Templates of the strap are also provided with the watch enabling children to make draft drawings before creating their final masterpiece.

“Toytoy is not only a collection, but also a project designed to unleash children’s imaginations” says Mara Poletti, Vice-President of ToyWatch “no Toytoy is like another, because each watch is a small art piece, stemming from children’s talents. We have always been very fond of this concept, it reflects the values of our brand as a fun, stylish must-have collection.”

Available exclusively in Selfridges’ stores from April 2011, Toytoy £85 is an innovative design, which appeals to children who want to craft their own original selection of watches. With enchanting pop colours and an endless assortment of potential watch designs, this could be one for artistic adults too!

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