The Art of Play: In conversation with The Met’s Josh Romm and Freddie Jordan from Hape Toys

Freddie, Josh – thanks for joining me. Let’s start off with your names and job titles…
Josh: I’m Josh Romm, Head of Global Licensing & Partnerships at The Metropolitan Museum of Art…

Freddie: And I’m Freddie Jordan, Senior Marketing Manager at Hape Toys.

And Freddie, we met in New York when you announced that Hape Toys and The Metropolitan Museum of Art are collaborating… What’ve you created with The Met?
Freddie: We’ve brought elements of The Met’s vast collection to life through a series of thoughtfully designed toys. Each piece draws inspiration from different artistic periods and cultures, transforming them into interactive play experiences that introduce children to art in a fun, accessible way.

Perfect! So what’s the collaboration about?
Freddie: At its core, this collaboration is about inspiring the next generation through culture and creative play. Art is a universal language, and by translating it into hands-on experiences, we encourage children to explore, express themselves, and develop curiosity from an early age.

And Josh, from your perspective?
Josh: The Met seeks to engage art lovers and museum visitors of all ages in an authentic conversation centered around 5,000 years of art and culture. Collaborating with Hape lets us share art with children and parents through innovative educational toys that allow a selection of historic works to be touched and experienced as never before. We hope that engaging with kids early on will foster a lifelong love and curiosity about art, culture and the world.

Fantastic! Thank you. And what kind of reception did the products get at launch?
Josh: We’ve been pleasantly surprised by the reception! Working with Hape over the last year, we’ve been so proud of the thought and care invested by both The Met and Hape teams to design such a beautiful and inspiring product line. It is an honour to share our work with the world and see the collection resonate with journalists and retailers alike. Next, we look forward to seeing our products out in the world, in the hands of little ones.

Freddie: Yes, the reception was extremely encouraging. The collection featured among standout new launches at New York Toy Fair, with media calling it one of the most exciting collaborations they saw. Retailers and partners were particularly drawn to the way it brings art, culture and early learning together in a fresh, engaging way.

There certainly was a lot of buzz around it. What makes Hape and The Met a good match?
Freddie: Both Hape and the Met believe in the power of creativity to shape how we understand the world. By bringing together Hape’s expertise in play and the Metropolitan Museum of Art’s legacy of art and culture, we can introduce children to creative expression in a way that feels natural, inspiring and enriching.

Josh: The Met and Hape also share a mutual desire to do things differently, aspiring to a new standard of quality and sophistication not often found in the early childhood market.

And now that the product is ‘out there’, what’s next for each of you? Josh, kick us off! What’s next for The Met?
Josh: We look forward to introducing future collections with Hape in 2027. In the meantime, you’ll see our licensing program evolve to encompass new categories and territories in pursuit of our goal to offer a lifestyle of artistic products for everyone to enjoy.

Freddie: Meanwhile, Hape will continue to expand the Met relationship and diversify further into differing product categories and artworks. As the collection grows, we’ll open new doors and continue the line’s successful introduction.

Terrific. And finally, what question could I have asked you today that I didn’t?
Josh: Why did you choose this particular age range for this important toy line within the broader Met licensing program?

And what’s the answer?
Josh: We felt that The Met brand and an art education-based positioning would resonate with new parents and gift-givers due to their focus on values and quality, as well as bringing a refreshing new approach to the category…

So much of toy licensing is driven by entertainment and character properties, and we were confident that our artwork, strength in storytelling through products and authenticity could bring a compelling proposition and beautiful new product offering to this audience.

Great answer! And Freddie?
Freddie: Perhaps you could’ve asked about the 40th anniversary of Hape Toys… 2026 is a major milestone for us. It’s an opportunity to reflect on four decades of designing toys that support early childhood development while also looking ahead. We’re focused on expanding into new categories, continuing to innovate across our core ranges – from wooden toys to educational play systems – and strengthening our global presence. At the same time, sustainability and purposeful play remain at the centre of everything we do as we build for the next generation.

Fabulous. Gentlemen, thank you both for making time. Thanks again!