Global Toy Business

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Design Process

Aurora World has launched and operated a dedicated design lab to create and develop Aurora World's own character brands. At the Headquarters, designers and product development specialists make up over 40% of the employees.
In the sales offices, Aurora World employs local designers to analyze the regional consumers and its trends.

Aurora World has amassed the database of over 70,000 character designs, and continues to develop localized products of more than 1,000 designs yearly.

Design R&D Center

  • Product Research & Development (Global)

  • Product Research& Development (Korea)

  • Product Design

  • Smart Toy Design

Aurora World operates global R&D centers in US, UK, HK, Germany and at HQ to research and analyze regional and local special needs, lifestyle trends, and pop culture, the results of which are applied to the end products as well as our brand management strategy.

These studies, combined with international toy and gift trade fairs, are what makes Aurora World's products truly innovative in design and material.

Design Awards

Aurora World owns many trademarks and design rights both in Korea and globally, along with awards for excellent product quality and design.

  • Eco nation

    - Tillywig Toy Awards / Parents' Favorite Products

    - Toy of the Year (TOTY) / FINALIST

  • Palm Pals

    - Creative Child Awards (Top Toy of the Year Award)

  • Spudsters

    - Tillywig Toy Awards / TOP FUN

  • Cactus Kingdom

    - Tillywig Toy Awards / Best Children’s Products

  • Teddy Pet

    - The Toy Insider (Hot Summer Toys)

  • Shoulderkins

    - Creative Child Awards (Top Travel Fun of the Year Award)

    - The Toy Insider (Hot Summer Toys)