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Set of posters

  • Place of origin:

    USA (printed)

  • Date:

    1965-1970 (designed)

  • Artist/Maker:

    Shapur, Fredun (designer)
    Creative Playthings - CBS Inc (publisher)

  • Materials and Techniques:

    Colour printing on paper

  • Credit Line:

    Given by Fredun Shapur

  • Museum number:

    B.33:1 to 10-2015

  • Gallery location:

    In Storage

Fredun Shapur is a toy designer and illustrator based in London. From the 1960s onwards, Shapur created innovative and distinctive design products for international companies such as Naef, Galt Toys, Fischerform and Selecta and especially for Creative Playthings. His work is remarkable for fostering children’s imagination through a wide range of playful learning opportunities that appeal to both children and adults. A strong visual language of flat planes and saturated colour united Shapur’s work across two and three dimensions.

Physical description

A series of ten large colour printed posters, each depicting a child on a flat coloured background. The children are represented in typical Shapur style, with simplified graphic faces, using flat blocks of saturated colour.

Place of Origin

USA (printed)


1965-1970 (designed)


Shapur, Fredun (designer)
Creative Playthings - CBS Inc (publisher)

Materials and Techniques

Colour printing on paper


Height: 97 cm, Width: 63 cm

Object history note

In the late 1960s, Creative Playthings opened a retail shop in Manhattan, New York, and Fredun Shapur continued his work as their graphic designer. He created ten designs to indicate different forms of play (e.g. social, actice, dramatic) and products that were available in the shop. From 1969, these ten images were used to separate sections of the mail order catalogue and tiled to create wrapping paper. They were also issued, as here, in a set of ten posters for sale in the shop.

Descriptive line

Set of 10 posters designed by Fredun Shapur for the Creative Playthings toy shop, New York, late 1960s

Bibliographic References (Citation, Note/Abstract, NAL no)

Mira Shapur and Amy F Ogata, Fredun Shapur: playing with Design, Editions Piqpoq, Paris, 2013.




Colour printing

Subjects depicted

Babies; Astronauts; Cars; Fancy dress; Children; Teddy bears; Balls; Painters; Games; Construction toys


Children & Childhood; Posters

Production Type

Limited edition


Museum of Childhood

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