Meet: Filipa Plesman
- Written byGiada Maestra
- Published date 05 June 2025
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Filipa Plesman is a toy designer living in Holland. She graduated from BA (Hons) Graphic Design (now BA (Hons) Graphic Communication Design) at Central Saint Martins (CSM) in 2001.
In her role Filipa works on the entire product, from initial concept and drawings, through to manufacturing and packaging. There are 2 main aims: for children to learn instinctively through play, and for all the design choices to be as sustainable as possible.
She spoke to us about her love of designing toys for children, the importance of responsible choices in design and recently winning the Spielwarenmesse Toy Award for Best Toy.
You studied BA (Hons) Graphic Design at Central Saint Martins. Can you tell us about your time there?
I loved it there - absolutely loved it. It was like a dream come true. When I started, the campus was at Leicester Square. Walking through Central London’s iconic spots during lunchtime was just incredible.
The course itself was fantastic. I remember when I went for the interview the line of applicants stretched around the corner and onto the street, so many people were applying. At the time it felt intimidating. Only a select few were chosen to attend and some of them were truly at the top of their game; being among such incredible minds and creativity was deeply inspiring. It pushed me to explore, learn and challenge myself. I’m really grateful for that experience and it still impacts my life to this day. I look back with immense appreciation.
What were the highlights of your time at CSM?
I loved the workshops like letterpress, silkscreen, etching and other hands-on courses. I also really enjoyed being among so many different cultures. The mentors were unbelievably open-minded and knew how to push me to reach my full potential. I appreciated that I could do projects in many different areas. One of my favourites was film production; I didn’t pursue it further, but that experience gave me an understanding of the field - and a deep respect for the process.
You now work for BS Toys as a toy designer. What do you love about toy design?
I love that I’m involved from the very first concept all the way through to the final product. Seeing an idea evolve from a sketch to a technical drawing and then into a sample is thrilling. The moment you hold that first prototype - something that started as a thought in your head - is very exciting.
There are many steps between the idea and the final product: choosing materials, considering manufacturing processes, designing manuals and packaging. When it all comes together and becomes a toy that is played with by children around the world, it’s an incredibly unique feeling. I feel both pride and responsibility knowing that developing minds are engaging with the toys I created. I hope they have a positive impact in some small way.
And congratulations - you recently won the Spielwarenmesse Toy Award for Best Toy. Can you tell us more about your winning design?
The game, 3 Shape Memo, is a memory game with three pieces instead of two. It’s a physical wooden puzzle - a shape inside a different shape, inside yet another shape, all in different colours.
You draw a card and race to complete the puzzle by matching the shapes on the card. It combines physical and mental challenges. What’s unique is that players learn through play. For example, if you find the biggest piece you instinctively stop flipping over large pieces - you know you need the other two.
No one teaches you this - you just figure it out by playing. So, it’s a race, a memory game, a shape and colour matcher, and a pattern recogniser - all in a simple wooden and paper game. It appears simple but it’s a learning tool - and fun, too.
It also looks beautiful with vibrant colours and a clean design. The fact that the judges - from all over the world-recognised its depth and learning potential is such an honour. Winning this award was a proud moment in my career.
You’re particularly focused on sustainable design. Was this always something close to your heart?
Not really, to be honest. I’ve always tried to make responsible decisions - like not wasting and recycling - but when I started working as a toy designer and had to choose materials for games made for children, I felt an enormous responsibility to select options that aren't harmful.
Ninety percent of toys are made from virgin plastic. It's an alarming number and I really don’t want to contribute to that statistic. There are so many alternatives and with time, effort and budget, it’s possible to make sustainable toys and games. That’s something I put energy into because the outcome is a healthier planet. If we aren’t responsible with the resources we use, we’re leaving a big mess for our children and grandchildren to clean up - and even then, it might be impossible to undo the damage.
I believe making responsible decisions should be a requirement, not an option. There are many intelligent people who ignore the importance of sustainability because it takes time, effort, and often costs more. But they don’t always understand the true impact of their choices. Plastic doesn’t just disappear when you throw it away. Out of sight doesn’t mean it’s gone. Adults need to make smart, responsible decisions.
What inspires you?
I love the challenge of coming up with new ideas, new ways of playing, and different dynamics in how children interact. Is it a game where they compete? Or one where they need to work together to win?
I like to add a twist - something unexpected to enhance the fun or the challenge. I could go on and on! But at the end of the day, my aim is for children to learn through play - not in a formal way, but instinctively. I want them to learn because they feel they’ve discovered a smarter, better way to play. I want them to trust their gut, feel confident and explore.
I also like to develop open-ended toys - they give children room to grow their creativity, imagination and thinking process. It’s essential that they feel free, secure and confident in themselves.
What advice would you give to someone who has recently graduated?
Step out of your comfort zone. Meet people. Listen to learn and to grow, not to be right. Be open-minded without losing yourself.
Don’t just make decisions for ‘the future’ - today is yesterday’s future. Enjoy the journey. Embrace the tough parts, don’t waste time complaining or on negativity. Keep moving forward - even if it’s in a zigzag.
