The Play Lab

Since 1961, we’ve been inviting play experts (aka kids) to our Play Lab. Goggles and white coats are optional and beeping sounds are a possibility, but instead of bubbling beakers this lab is full of toys to test for fun-ness. As kids press buttons, chug choo-choos and battle “bad guys,” our childhood research experts, designers and engineers watch and take note. Then we put that knowledge to work, adding and refining all the details you love about our toys and gear.