The Unplayable Toys
Smile Asia

What if a toy could tell a story of struggle—and spark a movement for change?

The Unplayable Toys campaign transforms the everyday act of play into a profound narrative. Inspired by the emotional authenticity of campaigns like Cheetos Museum, which turned snack shapes into art to engage audiences, Unplayable Toys creates a tactile, empathy-driven experience.

Each toy — seemingly ordinary — is designed to be unusable by children with cleft lip and palate, or anyone, mirroring the daily challenges these kids face. From a pacifier that won’t soothe a baby, to a whistle that won’t blow, the toys invite audiences to feel the frustration and connect with Smile Asia’s mission.