| In 1984, the Swedish company Playsam was | | | | Acknowledging the importance of craft-folk |
| founded by Carl Zedig with the aim of producing | | | | heritage, Hanses' toys have a stripped-down and |
| well-designed toys that embodied "color, form and | | | | essential aesthetic that is akin to that of Shaker |
| function, all combining to make an aesthetically | | | | design. |
| pleasing whole." | | | | Hanses believes that it is the ability to convey |
| Around this time, Zedig met Hans-Christer Ericson, | | | | "soul" and "expression" within a product that |
| who subsequently created a total graphic identity | | | | differentiates design from draughtsmanship, and |
| for the company, which included creating a | | | | certainly his diminutive "Streamliner" has an |
| brand-new font style for the company's logo, | | | | endearing character that is as engaging for |
| packaging and print advertising. | | | | children as it is for adults. |
| In 1985, Playsam was awarded the prestigious | | | | As Carl Zedig has observed, "Most important is |
| "Excellent Swedish Design Award" for its | | | | the simplicity. When you look at a 'Streamliner,' |
| eye-catching graphic program. The toys | | | | your imagination adds details." Apart from his |
| manufactured by Playsam were similarly | | | | "Streamliner" product line, which includes cars, |
| innovative and were designed by Ulf Hanses, who | | | | boats, and planes, Hanses has also designed a |
| had previously apprenticed to the well-know | | | | simple rocking horse for Playsam that possesses |
| industrial designer Sigvard Bernadotte. | | | | a similar elemental quality. |
| Hanses had also designed a range of toys for | | | | The well-known Swedish designer, Bjorn |
| handicapped children during the early 1980's, the | | | | Dahlstom, has also produced a number of designs |
| rights to which were acquired by Playsam. | | | | for the company, including a toy car, a rocking |
| His later, well-known "Streamliner" car for the | | | | duck and a rocking rabbit that complement the |
| company, with its clean lines and bold use of color, | | | | other products in the range. |
| was conceived while Hanses was sketching freely. | | | | Playsam toys exemplify the commonly held belief |
| Its obvious aesthetic and functional purity has | | | | in Scandinavia that all sectors of society can |
| meant that he has never had to alter the design. | | | | benefit from good design. Ultimately, the |
| As Hanses noted, "Playing with shapes, volumes | | | | company's international success lies in the innate |
| and proportions is the basis of my work. I am | | | | simplicity of its products, which offers a welcome |
| constantly returning to geometry. When I work | | | | respite from an age of increasing technological |
| with toys, I can concentrate on expression | | | | complexity. |
| without being disturbed by some complicated | | | | Many of Playsam's Swedish Designed Toys, like |
| technical idea." | | | | the "Streamliner," are smooth and simple designs |
| Hanses' Swedish toys revived and updated the | | | | made of wood. Their toys are innovative, |
| age-old tradition of wooden toy making in | | | | timeless and yet sophisticated. |
| Sweden, and it is not surprising to learn that he | | | | The toy designs appeal to the young and the |
| comes form the Dalarna region, which is famed | | | | young at heart and are made to last for many |
| as the place where the colorful wooden toy | | | | generations. |
| horses originate from. | | | | |