Baby Tag Toy for Comfort & Soothing

Amber Vittoria sitting on a mustard velvet sofa with colourful cushions — Amber Vittoria

Meet Amber Vittoria

Amber Vittoria is the artist and poet behind our very first artist collaboration.

Based in Los Angeles, Amber pairs fluid washes of colour and simple line drawings with her own words, in work about emotion and the experiences that shape a life.

Her work has earned recognition including Forbes 30 Under 30, Society of Illustrators Gold Medalist, American Illustration Chosen Winner, AOI World Illustration Awards Overall Winner and ADC Annual Award Winner, and she has created work for brands including Google, Gucci, Adidas and The New York Times.

More recently, motherhood has found its way into Amber's work too, with pieces inspired by postpartum life and the early days of becoming a mother.

For Lay Lays, she has brought her unmistakable colour and movement to a much smaller canvas: three original designs for our Minis.

Amber Vittoria's original drawing: loose loops of red, green, orange, blue and brown on white paper — Amber's original drawing

A little more from Amber herself

I love the idea of my artwork becoming something you can hold, hug, and bring along with you, rather than something you only experience visually.

Amber Vittoria

Read the full Q&A with Rebecca

Rebecca: Colour and emotion are such a recognisable part of your work. What inspired the colours, shapes and overall feel of the three designs you created for Lay Lays?

Amber: I wanted the designs to feel playful, joyful, and full of personality, using bold colours and organic shapes that feel a little unexpected. I love creating work that sparks an emotional connection and invites people to see the world with a little more curiosity.

Rebecca: Motherhood and early motherhood have become part of your recent work. How has becoming a mother influenced the way you think about your art and the things you create? Has it changed the way you approached designing something specifically for little ones?

Amber: Becoming a mother has made me think more about the little things that can hold so much meaning, from the objects we keep close to the memories we create around them. It's also reminded me how important play, imagination, and finding joy in the everyday are.

Rebecca: Your artwork has appeared across so many different mediums and objects over the years. What interested you about translating your work onto something as small and tactile as a Lay Lay Mini, something a baby can actually hold, explore and make part of their everyday world?

Amber: I love the idea of my artwork becoming something you can hold, hug, and bring along with you, rather than something you only experience visually. There's something really special about translating my characters into a soft, tactile form, where they can become little companions with their own personalities. Kiddos love looking at new toys, so I wanted a unique companion to my current plushie design, something tactile, colorful, and intriguing to littles.

Rebecca: When a little one and their parent experience these Minis together, what do you hope the collection makes them feel?

Amber: I hope the Minis spark a sense of joy, comfort, and curiosity, and become little friends that families build memories with over time. Most of all, I hope they remind both parents and little ones that there's magic in the everyday, especially when you get to experience it together.