Online toy shopping for the holiday season spares parents and other givers a lot of trouble. But for inspiration, children prefer flicking through pages filled with their toy heroes., the largest online shop in the Netherlands and Belgium, combined these insights in their own Speelgoedboek.

The 2020 edition of the book is home to almost 900 toys and enables kids to cut and paste their own wishlist on the giant poster included. Puzzles, quizzes, and other games make the book a toy in itself.

The book works seamlessly with two digital worlds. By scanning the QR codes, toys can be ordered directly from And by scanning pictures of toys in the book, kids open up the Speelgoedbook app, filled with content related to their toy heroes, such as games, messages from Sinterklaas, and audio stories with 8D sound.


Dept Agency

The team I worked with design department, Annika Timmer, Thomas van Slooten, Dennis Hamakers, Stephanie Legué, Kim van de Sanden, Fleur Corman, Bas Heijnis, Bonne de Roos, Emiel Vandenbroeck

My role


2019 & 2020


The wish list poster with on the back a countdown calendar 

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