Thank you Boaz for taking time to share your story with our readers.  While I’ve known you and your wonderful and creative family a long time, some of our readers have not had the pleasure.  What do you do in our industry?

I am a second-generation toy inventor. My late parents, Ora and Theo Coster (Theora Concept), filled my childhood with playful creativity. Among many other projects, they designed, invented, and licensed Elsie Stix to Borden, Guess Who? to Hasbro’s Milton Bradley, Zingo to ThinkFun, and Last Mouse Lost (Pop It) to FoxMind. The family tradition continues through Theora Concept, as my brother Gideon, my wife Aliza, and I carry on the creative journey my parents started.

Growing up in that environment naturally led me into the toy industry. After studying Toy Design in London, I became involved in many aspects of invention, development, and licensing. Early in my career, I worked closely with my late partner Omri Rothschild, and together we developed many toys and games for companies such as Milton Bradely, Ravensburger, Jumbo, and NAEF, among many others. One of those inventions was Elefun, originally licensed to Hasbro’s (Parker Brothers) and recently reintroduced by Goliath.

I have been fortunate to spend most of my life doing what I enjoy most—creating play experiences for children and families around the world.

How was Elefun created?

Elefun started in 1990. My late friend and great partner, Omri Rothschild, had an idea: kids love picking oranges from a tree, but what if they could do it without a tree and without climbing?

The development process took place in a small basement workshop, without even an air conditioner. Many hours of experimenting, testing, and playing with different concepts eventually led to a breakthrough.

At one point, while experimenting with a ventilator, strips of cloth and plastic were attached to it. As they floated upward in the airflow, a new possibility emerged. The challenge then became clear: how could lightweight objects be launched high enough into the air and released in a way that would allow children to catch them as they floated down?

There were many obstacles. Every standing pipe or plastic tube that was tested proved to be too rigid, creating safety concerns and falling over too easily when touched. One challenge after another was eventually solved with the discovery of a flexible polyethylene tube. It was safe, stable, and would not become a hazard if children bumped into it. Numerous types of polyethylene were tested before the right solution was found.

At that stage, the mechanics of the game were beginning to take shape, but the theme had not yet been decided. The first concept was a snow factory: a tall chimney that would blow cotton pieces into the air like falling snow. However, the idea felt a little too imaginary, and the search continued for a theme that would connect more naturally with children. That search eventually led in the direction of animals.

And how did it turn to be an Elefant?

As the long pipe was the leading feature it led very obviously and quickly to the Elephant as a major candidate. We tried to figure out what the elephant throws out of the trunk, remembering that what we are dealing with is one of nature's more complex inventions. an organ that is a straw, an arm. a nose. a hand, a sound device and liquid hose and even a snorkel, all in one. if nature was so creative, we said, why not add butterflies? so we did, butterflies would be collected by young kids in plastic nets, now seemed very natural.

All components were recognized elements and together made sense as a classic happening of established associations.

Some final details were incorporated like the size, weight and shape of butterflies, the motor that will generate the magical moment.

We were very lucky to ourselves come up with the name ELEFUN, so we could not only invent and design a new concept and game but also create a brand name!

What is so special about the current Elefun?

The current Elefun is very emotional for me in a unique and deeply satisfying way.

I played Elefun with our sons when it was first launched in the early '90s, and now a new generation of children around the world can enjoy the same fun and magic their parents experienced years ago.

Seeing my own sons play Elefun with their children, while my wife and I share the game with our grandchildren, is truly special.

There is something magical about a game that brings together children, parents, and grandparents around the same experience. For me, that is part of what makes Elefun so special.

Is the game already available?

Sure, the game is now available on Walmart.com and will be in stores at Target, Walmart, and several other retailers starting in July.

And very soon later this summer, The Elefun jingle has also been refreshed and will roll out on social media and TV, there is a lot of fun expected with Elefun.

What are you working on now?

Various exciting projects of games, playful environments, fidget toys and puzzles that hopefully will be ready for presentation to toy companies in the near months.

What excites you?

I am always thrilled and excited to meet and see the results and creative efforts of others. Fresh new angles of design, art and playing form that come out from various lively minds. We are trying hard to assist colleagues and partners in placing Toys, games and puzzles on shelves and online. It’s not easy to design, model and theme a product to fit different companies, But when it finally comes to life, it feels almost like a new child is born... although in our industry it usually takes a lot longer than nine months!

Were you obsessed with any toys, games or objects as a kid?

I loved playing Stratego (Jumbo) and sped many hours on the living room carpet building castles and ships  with Lego bricks that my grandmother sent me from the Netherlands.

Who are your favorite musicians, singers or musical groups?

Mainly rock: Genesis, Pink Floyd, Talk Talk, The Smiths, The The, and Suede, as well as Stevie Wonder, Elton John, Billi Joel , the Beatles – off course, and many more. Music is very uplifting, and a great soundtrack helps all aspects of life.  Furthermore, I am also an enthusiast NBA and basketball fan.

Thank you for taking time to answer our questions thoughtfully and with a sense of play!