The Play Coalition develop products that toy with social quirks, lend a light touch to weighty issues and explore the poetry of playfulness.

Look out for an energy saving fundamentalist attempting to pull the plug on excessive power consumption, named 'The Martyr'. Household plants with artificial augmentation on the hunt for seasonal light rays with 'Plantbot'. An antiquated twist that amplifies the personal audio experience with the 'Earphonophone' (online soon) and a 'Privacy Scarf' that creates an intimate cocoon for mobile phone use. Packaging becomes product with 'Crunch Time', a clock that illustrates the creative possibilities of frugal times (online soon). And uniforms are subverted with 'SubtleTie', a discreet necktie that is as close to not wearing one as most office jobs will allow.

Serious play in London's east end.