TOYS ON A MISSION

Great Play. Great Purpose. Great Business.

Fun is the reason people play. Impact is the reason we create.

My name is Emile Kalis. I am a toy and game inventor, entrepreneur and creative developer with more than 30 years of experience in the international toy and game industry.

In 1992, I co-founded Identity Games in the Netherlands. Over the years, I have been involved in developing many successful and innovative toys and games, including Miffy Hide & Seek, Wildlife DVD Board Game, Find It Games, Mouthguard Challenge, Escape Room: The Game and several products for Smart Toys & Games, including IQ Deluxe.

I am still connected to Identity Games, with my own focus: Toys on a Mission.

Toys and Games That Matter

Toys on a Mission stands for toys and games that make a difference.

Great products that offer outstanding play value, are safe, well-tested, high-quality, sustainable and inclusive. Because good toys should be for everyone.

But above all, they must be fun!

I believe play is one of the best ways to engage people with subjects that matter. Through play, we discover, learn, develop skills, form opinions and connect with others.

In 2024, I worked with Heutink, one of the Netherlands’ leading educational publishers, to develop Mission Climate. This educational game collection helps children understand climate change, its causes and consequences, in a fun and engaging way.

This is what Toys on a Mission is about: making important subjects accessible and engaging through play.

And I strongly believe that meaningful play and commercial success can go hand in hand.

Looking Ahead: 2027 and Beyond

I see great opportunities for the toy and game industry. New technologies, new partnerships and new ideas can take play to another level.

Four areas particularly interest me:

1. AI & PLAY

Combining physical games with AI-powered hosts, storytellers and game masters. Imagine board games that respond to players, create unexpected situations and offer a different experience every time.

I believe AI can bring something completely new to traditional games, while keeping people playing together around the table.

2. BRAIN HEALTH & COGNITIVE DEVELOPMENT

Developing toys and games that challenge our brains and support cognitive development, from young children to older adults.

Games that stimulate memory, creativity, problem-solving and social interaction. Turning scientific knowledge into fun, accessible products that people actually want to play.

3. PLAY FOR POSITIVE CHANGE

How can games encourage healthier lifestyles, physical activity, better nutrition or greater awareness of the world around us?

I believe we can turn serious subjects into surprising, enjoyable and commercially attractive games.

Not by making games feel like lessons, but by making learning and discovery part of the fun.

4. NEW PARTNERSHIPS & BUSINESS OPPORTUNITIES

I love bringing people, ideas and companies together.

I see exciting opportunities for partnerships between toy and game companies, retailers, technology partners, educational publishers, health organizations and consumer brands.

Combining creativity, expertise and market knowledge to develop original products with international potential.

Great Play. Great Purpose. Great Business.

Let’s Create Something New!

I have spent more than 30 years turning ideas into toys and games that people love to play.

Today, I am especially interested in what comes next.

What new opportunities can we discover? What products haven’t been created yet? And how can we turn great ideas into successful businesses?

I would love to meet companies that share my enthusiasm for innovation, creativity and developing the next generation of toys and games.

Let’s create games people love to play. And make a difference along the way.

Looking forward to meeting you at the People of Play Inventor Pitch & Innovation Conference!

Emile Kalis
Toys on a Mission