ian coats maccoll
industrial designer creating growth
Dough Factory which manufactures miniature versions of existing products. Our goal was to change the paradigm by making best-in-class products for a commodity category.

dough done right

Green Toys faced challenges with new products cannibalizing sales of existing ones. I was tasked with finding fresh categories and modeling dough fit with our core mission; plus dough seemed ripe for innovation. My team and I developed a dough made in the USA using organic flour and ingredients you would find in a market. We created sets that focus the play and use recycled plastic tools with signature Green Toys love and attention. The unique sets are in such high demand that it is difficult to keep up with orders. Dough done right!

Dough Factory which manufactures miniature versions of existing products. Our goal was to change the paradigm by making best-in-class products for a commodity category.

Dough Factory which manufactures miniature versions of existing products. Our goal was to change the paradigm by making best-in-class products for a commodity category.

One of our important differentiations in the market was to create sets that were not only about creation, but also about play. Kids using the Race Car set first make a great car with molds and tools, then drive them around and race. We made the chas

One of our important differentiations in the market was to create sets that were not only about creation, but also about play. Kids using the Race Car set first make a great car with molds and tools, then drive them around and race. We made the chassis out of our recycled plastic so that they would perform as well as any of our products thus leveraging the brand strengths with a new material. 

In our observations, one of the first things kids do is make and serve food when playing with dough. Shown is the savory version but there is also a sweet version as well. 

In our observations, one of the first things kids do is make and serve food when playing with dough. Shown is the savory version but there is also a sweet version as well. 

The Flower Set leverages the success of the Build-A-Bouquet product line by using common attachment points and parts. Notice the detail and love put into the flower molds on the right, a signature of the Green Toys brand that we took to a higher lev

The Flower Set leverages the success of the Build-A-Bouquet product line by using common attachment points and parts. Notice the detail and love put into the flower molds on the right, a signature of the Green Toys brand that we took to a higher level. 

I art directed the new packaging direction for the dough line. This has now become the visual approach for older products in the line in need of a refresh. 

I art directed the new packaging direction for the dough line. This has now become the visual approach for older products in the line in need of a refresh.