When I think about YAPA I think about my childhood… I think about running home to make plans for real interactions. The design challenge was to create something that felt iconic and familiar — rooted in the 90’s — but with today’s technology and the permission to grow with kids.

Ultimately our biggest competitor is kids wanting smartphones. So to win their desire, YAPA couldn’t feel childlike. It had to be aspirational, cool and something kids would be proud to have in their room. That’s why we focused on a design that feels timeless, fun and future-ready — a proper phone for a new generation.

There is something reassuring about a proper handset. You pick it up, you hear a familiar voice, and everything else fades away. The shape, the weight and the tactile feel make calling an experience in its own right.

Design notes: proportions, balance, texture and the joy of putting the phone down.

Physical buttons are part of YAPA’s personality. They give every call a beginning: find a contact, press to connect, and start talking. No endless swiping, feeds or distractions.

Design notes: button shape, spacing, colour, audible feedback and ease of use.

YAPA borrows the optimism of the 1990s without becoming a retro novelty. Bold colour, clean lines and a confident silhouette give children an object they can proudly keep in their room.

Design notes: colour choices, playful contrast and a grown-up finish.

Underneath the familiar form is modern connectivity and a parent-approved contact system. YAPA lets kids build their own world of conversation while giving families confidence about who they can call.

Design notes: intuitive interface, approved contacts and technology that stays in the background.