IN THEIR OWN WORDS: AAPI MAKERS - YOSHIAKI ITO
Meet Yoshiaki Ito of Yoshiaki Ito Design: Wooden Puzzles, Japanese Craftsmanship, and Toys Built to Be Passed Down
Part of CULTR's AAPI Heritage Month Maker Series, where we hand the mic to the founders shaping our shared culture.
This May, we are featuring AAPI makers all month long, and we want our community to really know the people behind the brands they love. Not just what they make, but why.
Today, we are sitting down with Yoshiaki Ito, founder of Yoshiaki Ito Design and creator of Morphits®, a Brooklyn-based brand making wooden transforming animal puzzles rooted in Japanese craftsmanship and a deep respect for natural materials. His products are built to outlast trends, survive siblings, and be handed down to the next generation.
Here is Yoshiaki, in his own words.
Tell us about yourself. Where are you based?
My name is Yoshiaki Ito, founder of Yoshiaki Ito Design and the creator of Morphits®. I am currently based in Brooklyn, NY.
What is the story behind starting your brand?
I have always appreciated thoughtful design and longevity in the things we use. The turning point for me was seeing how many toys today are quickly outgrown, broken, or forgotten after just a few weeks. I wanted to create something different, something that wasn't just a temporary distraction, but an engaging keepsake.
I knew I had to build Morphits® when I realized I could combine the warmth of tactile materials with the cleverness of a puzzle. I wanted to craft pieces that would connect generations, bridging the gap between grandparents and their grandchildren through simple, timeless, and interactive design.
What does your cultural heritage mean to your brand?
As a Japanese creator, my heritage is the very foundation of my brand. In Japan, we have a deep respect for nature and a rich tradition of meticulous craftsmanship, the dedication to making things with care, precision, and the intention that they will last a lifetime.
You can also see the influence of Japanese origami in my work. Morphits® are not just static toys. They are clever puzzles. They transform and fold, challenging a child's spatial awareness and imagination without the need for screens or digital gimmicks.
Who do you make for?
I create for loving grandparents, especially grandmothers, who are looking for a truly meaningful, high-quality gift for their grandchildren. When I am designing, I picture a grandmother smiling as she watches her grandchild play safely with a toy that she knows will last long enough to be passed down to the next generation.
What is your most meaningful product?
Right now, our Tiger is incredibly meaningful to me. The tiger represents strength, protection, and healthy growth. It has resonated deeply with our customers because it perfectly captures the warm, protective wishes a family has for their little ones.
What do you want people to feel when they buy from you?
I want the buyer to feel peace of mind, knowing they have purchased something safe, beautiful, and long-lasting. For the child, I want them to feel that magical "aha!" moment when they solve the puzzle. I want them to feel the comforting texture of the materials in their hands as they figure out how to transform a simple geometric shape into their favorite animal.
What does AAPI Heritage Month mean to you personally?
To me, AAPI Heritage Month is a beautiful moment of reflection and celebration. It is a time to honor the sacrifices my ancestors made and to proudly share the beauty of Japanese culture with a diverse American audience. It reminds me that our unique cultural backgrounds are our greatest strengths.
What is one thing you wish more people knew about your culture?
I wish more people knew how deeply the respect for nature is woven into everyday Japanese culture. We have a strong belief that natural materials, especially things like wood, should be treated with immense care and gratitude. It is not just about being eco-friendly or recycling. It is about genuinely honoring the resources we use. That is exactly why I focus on creating durable, thoughtful items that are meant to be cherished for decades, rather than treating toys as disposable.
What is next for your brand?
Our Morphits® family has already grown to include a Monkey, Giraffe, Tiger, Hippo, Pig, and Panda, and we are always brainstorming new animals to add to the collection. Our biggest next step right now is expanding our retail presence. We want to partner with more intentional, beautiful shops and boutiques across the country so that more families and grandparents can experience the magic of Morphits® in person.
Anything else you want our community to know?
Just a massive thank you. Being a small business owner is a journey, and the support from communities like yours that value multicultural, intentional makers is what keeps me going every single day.
SHOP YOSKIAKI ITO HERE ST CULTR
CULTR's Maker Series spotlights the founders shaping multicultural living. Follow along on @shop_cultr and at createdforculture.com for more features all AAPI Heritage Month long.