Supermarket Playset

Turning everyday shopping into a playful, kid-sized world

project developed for Hape

Real-life Inspired Play Features

Expandable Play Experience

Smart &
Interactive Design

Two young girls playing pretend grocery checkout at a toy supermarket, with one girl checking out and the other handing her money, inside a bright, naturally lit room.

A new Shop…

… with more ways to play!

We set out to design a shop that feels real while keeping play fun and engaging. Inspired by everyday shopping routines, it brings together familiar features such as a cash register, conveyor belt, fridge and shelves.

A unique twist expands the experience beyond traditional shop play, opening up new possibilities for role play and imagination.

Our contribution

Research

Illustration of a magnifying glass over a beige circular background.

Strategy

Concept

Outline drawing of a pencil on a circle, representing writing or editing.

Identity

Illustration of a painter's palette with a paintbrush and a large circular shape in the background.

Design

Simple illustration of two gears in front of a circle background.

Development

Simple illustration of a white ice cube with black outline on a light green circle background, with small lines indicating shine or glow.

Communication

A children's play store with a pastel teal color, featuring a small fridge with a mini milk carton inside and chalkboard signs advertising discounts, surrounded by shelves.

A young child with curly hair, wearing a light yellow shirt and green shorts, is pushing a toy shopping cart inside a bright kitchen.

A young girl with blonde hair at a toy cash register, pressing buttons with one hand and holding a toy credit card with the other.

A child using a toy checkout register with a calculator, scanning a blue box labeled 'Blueberry Cookies' at a play store or pretend shop setup.

Young girl using a stylus to write 'Li' on a small electronic device at a kids' play area with colorful decorations.

behind the scenes

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behind the scenes ~

Play’s Signature Feature

Person applying barcode sticker to the bottom of a pink mug in a home setting.

The cash register not only allows you to record, but also to scan the shop's products; simply scan the barcode, just like in real life!

To expand the experience, we have included barcode stickers as accessories: children can apply them to any object they want to add to their shop, then scan it at the checkout.

This way, the fun never ends!

In addition to the shop, we also designed a cart with accessories compatible with the shop. The design is based on that of a real cart, but with a more stylish and elegant look, in line with the shop. Just like at the supermarket, children can carry the products they have “bought” inside it, or remove the basket from the structure and carry it by hand.