In today’s world, toys often pass through childhood quickly. Studies suggest many are set aside within months of being introduced. At PAHU, we believe play deserves more time than that: not more stimulation, but more meaning.
When we curate, we look for tools that support a longer relationship with the child. Research in play and toy design points to a clear pattern in how meaningful objects stay relevant over time. We think of it as a simple cycle: Wow, Flow and Glow.
Wow: The First Encounter
Wow is the beginning — the first meeting between child and object.
Research shows that lasting engagement does not come from loud novelty or technological surprise, but from a quieter form of wonder (Legaard, 2024). This is the moment when a child pauses to notice the weight of an object, the feel of wood or fabric, or the possibilities it holds.
This kind of Wow is not about instant reward. It is an invitation to explore. Design researchers describe it as a compound response — curiosity mixed with fascination, and a sense that the object is “worth keeping”.
For a toy to endure, Wow cannot be the destination. It must be the doorway.
Flow: Sustained Engagement
As the newness settles, Flow begins.
Flow is a well-researched state of deep engagement, where attention narrows, time softens, and the child becomes fully absorbed in what they are doing. In play, this happens when an object offers just enough challenge to meet a child’s developing skills — neither too simple nor overwhelming.
Repetition matters here: stacking, grasping, arranging, caring. Through use, movements become confident and intuitive. The toy becomes familiar rather than “exciting,” and it is this familiarity that allows focus to deepen.
Research consistently shows that flow is easier to reach when there is less distraction and fewer competing objects (Cılızoğlu & Yantaç, 2025). This is why we curate intentionally: fewer pieces, chosen to suit a child’s developmental stage, create the conditions for sustained concentration.
Glow: Meaning Over Time
Glow is what remains.
If Flow describes how a child uses a toy, Glow describes what the toy becomes over time. Subtle wear. Softened edges. The way an object is placed back on the shelf with care.
Design researchers describe this as the moment when an object gains “auratic" value, when it holds personal meaning beyond its material form (Heljakka, 2013). The toy becomes linked to stories, emotions, and identity.
These marks are not damage. They are evidence of a relationship. Research into play value shows that objects which support open-ended play and personal storytelling are more likely to remain emotionally significant long after their first use (Nam & Kim, 2011).
This is where sustainability truly lives—not in keeping things pristine, but in allowing them to be used, remembered, and loved.
Designing for Childhood, Not Trends
When toys are designed — and chosen — with this cycle in mind:
Wow leads to curiosity, not quick consumption.
Flow leads to focus, not distraction.
Glow leads to memory, not waste.
At PAHU, we curate objects that are ready to stay — to be explored deeply, used gently, and shaped by the child who plays with them.
We like to think of them as treasures for today, and legacies for tomorrow.
References to Explore:
- Heljakka, K. (2013). Principles of adult play(fulness) in contemporary toy cultures.
- Legaard, K. (2024). Playables: Designing objects for wondrous play.
- Nam, T.-J., & Kim, Y. (2011). Ludic value of product design.
- Cılızoğlu, B., & Yantaç, A. E. (2025). Designing for sustained engagement: Interaction, distraction, and focus.
