This article presents an initiative that is based on active learning pedagogy by engaging elementary and middle school students in the toy design and development field. The case study presented in this article is about student learning experiences during their participation in the TOYchallenge National Toy Design Competition. Students followed the product development process to design and realize toys. They started with marketing surveys and conception, and then followed through by making prototypes to realize these designs. The experience generated an engaging and fun learning environment that promoted higher level, divergent, and creative thought processes--an effort that is needed in today's climate of increased attention on STEM education. Collection of two years of student work is included within this study to depict both the students' work and their perceptions toward this work. (Contains 8 figures.)