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.

How do you recharge or take a break?

I use all business trips, as I’m doing right now, to be with myself, and mature the draft ideas I have in mind.

Also when I go running, or in motorbike are good moments to define new ideas.

What I see is when I’m not able to talk is a good moment to define ideas J

What was your favorite toy or game as a child?

Mecano, is probably the one I played more.

Where were you born?

Barcelona.

When is the last time you laughed out loud? What caused it?

Yesterday playing with my children, eating strawberries hidden inside the cream by trying to catch them without hands, or forks

Do you have any kiddos?

Yes, three children of 5 years, 3 years and a baby 9 months old.

Do you have any pets?

No.

Do you play any musical instruments? If so, which one(s)?

No.

What’s your favorite cereal?

Not sure, if this is a US question, but I like chocolate, and muesli ones.

What is your eye color?

Inside brown and external green.

Do you prefer scary movies or happy endings?

Scary.

Summer of Winter?

Summer.

Hugs or Kisses?

Hugs.

What is your favorite night out?

Dinner, some drinks and arrive quite early, I’m more a day man.

Favorite movie of all time?

Amelie.

What’s the furthest you’ve ever been from home?

LA, or Japan, I’m not sure what is further.

Do you have any special talents?

No.

What’s your beverage of choice?

Beer, however at home I prefer red wine.

What are your hobbies?

Sport. Mainly running, but before I had children I loved climbing, alpinism, skiing.

The toy and game industry clearly has the obligation to be creative every year.

What do you want to be when you grow up?

Happy, with lots of personal and professional challenges

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