Animatoy aims to create ‘do-it-yourself’ stop-motion animation products and smartphone applications, for children and adults to make and enjoy. Animatoy aims to produce a series of toy sets combine different types of toys such as construction toys, dolls and dollhouses and even action figures to develop practical and creative ability for different age groups of children and adults. The brand will also use smartphone applications, to provides three main functions – online shopping for Animatoys products, shooting the images and combining them with animation, and the opportunity for players to share and communicate their making process or ideas with others.