Ivan Coronas - working with Prototypes, Internet Gadgets, Papers, Slime and Dust


What do you do in the industry?


I’m the innovation manager. But actually what does more describe innovation department we are a team of local inventors for IMC toys.


What is your claim to fame in the industry?


Being innovative, having fun, and surprising the audience.


Why and how did you get into the Toy and Game industry?


A girl friend colleague was working at IMC and I realized that there were engineers making toys. I saw they were looking for product engineer and I switched from 3D design consulting in a huge company to a medium company, called IMC toys.


What are you working on now?


We are working on new projects, trying to reinforce our stronger brands, try to cure or weakest ones, and trying to invent new ones.


What trends do you see in toys or games that excite or worry you?


I like that board games are coming again, with fast and challenging dynamics, that are really fun to play kids and adults. Also excites me that there are many toys than thanks to influences come with a nice history to play with. Without much engineering but with lots of imagination, and role play. What worries me is about unboxing trend. I understand than unboxing and finding surprises is a huge emotion, but it last a few moments, however there are companies that made the unboxing moment become the playability. However I feel that toys should be fun all the time, not only the moment that you discover what's’ inside.


What advice can you give to inventors who are presenting new toy or game ideas to you?


I’m too young in this business to give advice, I just ask inventors to explain me why I should take this game and invention


What does your typical day look like?


There are not much typical days. But mainly attend to concept presentation from my design Team, working on technical solutions with the engineers, revising the draft prototypes, talking with HK team to be sure they understood what we have on mind,


What’s your workspace setup like?


Quite a mess, prototypes, internet gadgets, papers, slime, dust


What is the most rewarding part of your job?


When you see that on your children class they talk about your toys.


What’s a problem you’re still trying to solve?


My patience, when I have an idea, is really hard to wait until is physical. And also is very hard to keep for  myself, I always share with the directors even is in an early stage and sometimes is not good, because I cannot show the entire potential.


What and/or who inspires you?


Technology and Children.