Colorforms

Colorforms is a creative toy named for the simple shapes and forms cut from colored vinyl sheeting that cling to a smooth backing surface without adhesives. These pieces are used to create picture graphics and designs, which can then be changed countless times by repositioning the removable color forms. The name also refers to the specific registered trademark brand these products are produced under, as well as the company that manufactures the toys, Colorforms Brand, LLC.

Sets initially featured basic geometric shapes and bright primary colors on black or white backgrounds. Eventually, however, the Colorforms line evolved to include full-color illustrated playsets, games and puzzles, interactive books and creative activity sets for children of all ages. The licensing of media properties related to contemporary pop culture became integral to the product and company's success. Since its inception, more than a billion Colorforms playsets have been produced and sold.

Design

Colorforms are sheet-thin, die-cut vinyl pieces in colorful geometric "forms" and abstract shapes (figurative or object), often with over-printed images that are to be attached to a smooth plastic-laminated paperboard background, much like placing paper dolls against a paper backdrop. The pieces stick to the background without chemical or static adhesion, and in a secure but non-permanent manner when a vacuum is created between the two polished surfaces, holding the piece in place. The Colorforms vinyl pieces can then be repositioned on the board a virtually unlimited number of times to create new designs and scenarios. The sets aid in promoting creative expression, concentration skills, comprehension of spatial relationships, and manual dexterity in young children.

History

The Colorforms concept was developed by Harry and Patricia Kislevitz in 1951, firmly rooted in the Modernist design ethos and reflecting the Color Field abstract style prevalent at the time.

The basic concept behind Colorforms is the ability to adhere and reposition abstract and geometric color form shapes on random surfaces to create art. Both recent art students, the couple discovered the idea when they acquired several rolls of flexible paper-thin colored vinyl used to manufacture plastic pocketbooks and found that it would stick to the glossy paint in their bathroom and allow them to reposition it at will without affecting either surface. Simply cutting shapes out of the material and sticking them to the wall turned out to be amusing enough that they left extra vinyl with a pair of scissors for guests to add to their creations. The positive reactions they got to the project led Harry to believe there was market potential for such a product.

The original Colorforms sets were spiral-bound booklets hand-assembled by the husband-and-wife team in their New York City apartment. The first 1,000 sets were sold " on concept" to the FAO Schwarz toy store. Shallow boxed sets containing screen-printed, die-cut pieces, and illustrated backgrounds began appearing soon after. The company used the slogan "It's More Fun To Play The Colorforms Way!" in print ads and television commercials to promote their products. Prominent graphic designer Paul Rand was commissioned to create the company logo that remains in use today; he also gave input for a "signature-edition" playset.

The company rarely employed an in-house creative staff, relying instead on the Kislevitz' own artistic direction provided to top freelance illustrators for layouts and finished work. Indeed, even the company's creative director from 1965 until 1986, toy designer and inventor Mel Birnkrant was not a formal Colorforms employee, working instead for a royalty percentage.

The defining feature of most Colorforms playsets is their signature plastic "Stick-Ons™" that can be placed and repositioned on top of graphic backgrounds to create endless scenes and scenarios at a child's whim.

Company timeline

*1951 - Harry and Patricia Kislevitz experiment with new flexibly vinyl sheeting material to decorate their apartment by cutting out shapes and affixing them to smooth surfaces; they realize that this could be applied to an activity toy set, thus beginning the Colorforms concept.
*1957 - Popeye