Edred Industries is a toy company with the main objective of making really cool and beautiful objects. Our major philosophy is to break down the stereotypes that confine what a toy is and why it is not perceived as an art/design/fashion object. 

We embrace toys and games as an important part of life that is all to often forgotten and left behind. By breaking down the boundaries around what a toy is and how it is perceived we hope to bring toys (along with fun, laughter and joy) back into the home and work environment.

Utilising the latest in 3D and manufacturing technology we create quality items in noble and tactile materials for everyone to enjoy. We believe in growing creativity and problem solving on both sides of the digital/physical divide so expect "some assembly required". Ultimately we hope to educate and provoke thoughts on complex philosophical issues through stories and beautiful imagery. 

Edward Denton

Hi. I'm the founder and driving force behind Edred Industries. For more about me and my past works you can check out my website

I'm trained as an industrial designer and have 8+ years experience working in the film industry at Weta Workshop. Some of the movies I have worked on are; Avatar, District 9, Elysium, Chappie, The Amazing Spiderman 2 and The Hobbit among many more. While there i gained a huge amount of experience in the design and whole manufacture process of a wide range of of different products. Swords, armour, sci-fi guns, spacesuits, a 3 metre tall robot, prosthetics, a 12metre Gollum and many collectible statues. Starting out as a 3d modeler and ending up managing whole projects, it was an amazing learning experience that has given me the skills i need to make pretty much anything.


I started out 3D modeling at 16 when a friend gave me a cracked copy of Photoshop on CD and it happened to come with 3d Studio Max. Since then I have moved onto engineering Nurbs modeling at university and recently more and more into Zbrush

I've always drawn but combined with my practical skills I tend to always sit in the middle between designers and engineers, understanding both and trying to find the best compromise.

I've always loved to travel, the above photo was taken on a motorbike journey from Delhi up through the Indian Himalaya. For sport I play computer games (CS:GO and DOTA2) and do rock climbing, windsurfing and yoga.

Me climbing at Castle Hill, New Zealand. Photo by my good friend Lans Hansen

Edred Industries: