Creating the first FLEX TOY. Our aim is to create a fun toy item which can double up as a stationery gift item. After using flex as a toy the life of the toy is prolong by using it as a stationery gift item. The reason for doing this is that toys are often left behind once the interest of play is out grown. So the question was what role can your toy take on?

Below is the story of how product was developed. It is finally done after having been through several months of design iterations.The first prototype made allowed real hands on playtime. No matter how great the designing software; until you have it in your hands it becomes alive.

Our story is based on the theme of being champions. Or should i say to become the best. Don't give up. The toy to us is seen as a reminder. Thus the name FLEX CHAMPION.

FLEX champion is our mascot. The cute little guy with earphone holding a ipod. For those who has bought our products the Flex Icons printd on our packing. We wanted to create two distinct Flex toys characters to mark our new venture. One that reflects our current audio headphone business and the other for our new venture into comics and games. Which is more fantasy and entertainment based. Its a Creative opportunity allowing us to explore.

We live in a technology driven world. Technology continues to changed the way we live and play. Flex like many of us embraced the internet for our communications and entertainments.

I LOVE MY MUSIC: We use gadgets to allow us to enjoy the latest news, music and movies. Meet Flex a urban road warrior; who can’t do without his gadgets.

I LOVE TO WN: Games entertainment has enabled us to escape to another world if just for a few hours. Flex our cyber warrior; Who loves to win.

Thus the context of our FLEX TOY living the modern life styles. Being entertained by the connectivity of the internet. Shopping for stuff, downloading the latest music and getting your team together to fight it out online in a role playing Game. Every thing is at our fingertips 24/7 on a device like a iPhone.

Re looking initial concepts from sketch book.	More paper sketches. Adopting a triangular weight distribution.	Keeping product design feel of original Flex-keychain.
Initial 3D of Flex lightbearer. Using this as a guide. Our 12inch tall FLEX.	Our Flex is currently used as a display stand at Apple resellers in korea.	Decided not to reivent the wheel regarding part connections. Use what works in a different way.
Early 3D design in Alias studio. Allowing us to check for parts rotation. Depicting flex wearing our sumajin cap.	The Fun part starts. GUN with small detailing. We designed the weapons to be more fantasy based.	Knife handle also has bullet storage. Easy access for weapon reload. The weapons still have to look functional.
Headphone placement. We included our existing headphone design into the toy. A holster is added for easy carrying.	Multi tasking ability: Flex holding business cards. What can people do with their toys once they in between playing with it.	Adding character: Many Facial expression is key. Seen too many toys stuck with the same expression. So we created a range of facial moods.
Normal cute face. Those familar with our products would have seen flex icon on our packaging since we 2004.	Don't get me started. Just because i look cute doesn't mean i can't get angry.	A display stand was created display at home. The stand can be manually rotated. Perfect your sword movement during training.
Prototype CNC parts in white colour body parts. A face plate keychain holder concept was also explored but abandon.	Military feel Colour tones. Training gears are in brown and green.	Assembled toy on a stand. Toys comes in loose parts and they need to be fitted together.
Stickers and a Special comic page is included into the 2 different retail box.	Boxes was created to be able retail Flextoys at different type of shops.	Creation of special addition series started last month.