Apprentice style challenge sees psychology students present their 'toy stories'

University news

Friday 21 March 2014

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Psychology students at Coventry University will be showcasing toy designs that they have produced as part of an entrepreneurial challenge at the University’s city centre campus on Wednesday 26 March.

The Apprentice style contest tasked the students with designing a brand new, market ready children’s toy and then presenting their concepts to a panel of industry judges, including representatives from specialists in children’s educational art and craft products Anthony Peters and leading manufacturer designbytouch, who have produced toy designs for the likes of Lego, Tomy, Disney and Mattel. 

A poster display of the best designs as agreed by the judging panel, including a “mood” train to help children with autistic spectrum disorders recognise and interpret emotions, will be on public show in the foyer of the University’s Alan Berry Building, opposite Coventry Cathedral, between 2pm and 4pm next Wednesday.

Laura Taylor, associate head of Coventry University’s Faculty of Psychology and Behavioural Sciences, said:

Developmental psychology - that is how our thinking and behaviour changes with age – is a major component of our undergraduate degree programmes and we set our students this practical exercise to really test their understanding of this important subject.

Not only did the students have to design a brand new children’s toy but they had to present their concept and argue its developmental benefits to our expert judging panel. It was quite a daunting task for them but they rose to the challenge.

It’s evident that they have a good grasp of the subject area but they’ve also shown some real creative flair. There are some really imaginative and innovative displays on show and I’d urge people to come along and have a look at their designs on Wednesday.


The display of the 50 best posters takes place at the Alan Berry Building, Coventry University, between 2pm and 4pm on Wednesday 26 March 2014.  Prizes will be awarded by the judging panel to the winning entries as part of the presentation.

For further information, please contact Mark Farnan, communications assistant, Coventry University, on 024 7765 8245 or email mark.farnan@coventry.ac.uk.