'The Wii has been a good first step, but you are still standing in front of a TV screen. Swinx actively promotes children's creativity,' Feiz points out.

Feiz Design developed a number of concepts considering factors including how children might hold the console, as well as where and when it could be used to promote physicality and interactivity. The final design - robust, easy to pick up and waterproof - can be used outdoors.

Swinx's key features, which mark it out from other games consoles, including Nintendo's Wii, are its wearable tag wristbands that can communicate with the games console, as well as its open-ended system, which allows third parties to contribute to the ongoing development of games, says Feiz.

'The idea that you have a wearable product is interesting and novel, while the interactivity between the tags and the Swinx itself makes it different to other consoles,' he explains. 'The open-endedness of Swinx means that games can be developed and enhanced, making it easier for children to give their ideas, which third parties can develop.'

Swinx comprises elements - including the actual games console - that explain and referee games; XS tags, or wristbands with microchips that communicate through RFID with Swinx; and Swinxs.com, which connects Swinxs to a computer, and from which Swinx games can be downloaded for free.

Feiz Design was commissioned by Swinx, following previous collaborations between de Vries and Feiz at Intersport.