We are creating a new toy brand selling magnetic connecting tiles. With these tiles kids can create a numerous amount of variations/combinations of figures, buildings, car tracks etc. This is to stimulate their creativity. This product belongs to a general toy category of open ended play. What is 'open ended play'? Open-ended play can be described as play that has no pre-determined limitations and no fixed answer – children simply follow their imagination to allow the play to go in any direction their creativity takes them.