Lorena Siminovich: San Francisco has indeed a rich history and beautiful Victorian architecture, it’s a very small city too, only 11 km wide, which makes it very intimate. It is also the home of the biggest social media and tech companies, attracting a lot of international talents which makes for a vibrant city.
In 2006, you founded your company Petit Collage, which is all about design. It's typified by mid-century design and your Argentine origins. You love the vintage style, all with a retro touch. What makes your collection stand out in comparison to, say, European toys?
L. S.: All our products are designed and illustrated in house which gives the line a very cohesive look. We also think of Petit Collage as a lifestyle company, more than a traditional toy company, which can be seen in our breadth of the line from backpacks to dinnerware to books to toys. We also offer gifting solutions with diverse price point and age groups in mind, as well as different materials. We navigate the gift and toy areas staying relevant in both environments. Our universe is communicated in all marketing, our photography in catalogs, and social media.
These days, design is a global language. National preferences or even schools are barely conceivable now. What must design – and especially toy design – do today to ensure that it is understood and bought around the world?
L. S.: The challenge is to obtain a global appeal, while still keeping a strong design point of view and not be bland. With a world that is all connected, keeping fresh and ahead while nurturing classic play patterns and kids developmental milestones is our goal. Our line is now sold in more than 30 countries, so I want to think the look and feel of our goods transcends languages and that in itself, I consider a success in design.
And what does the typical Petit Collage mother look like?
L. S.: The discerning mom, she chooses organic when possible, she doesn’t like licensed characters, she wants to surround her family with beautiful products. She believes in the promise of a childhood unplugged, quality over quantity, and she knows her choices impact the environment, she looks for authentic brands and good value in her purchases.