Samuel Wilde started making cardboard toys for his daughter after all his bank cards were declined while trying to buy a new toy for her
Samuel Wilde
A theatre designer has opened up about how he started his career by making toys for his daughter.
Samuel Wilde, 38, has made a name for himself by crafting whole sets, props, and puppets from cardboard, with his designs appearing in productions at renowned venues such as Shakespeare’s Globe and the Bristol Old Vic.
Starting as a simple project to make toys for his daughter, he soon turned this creative outlet into his full-time profession, committed to sustainability by using almost entirely reused or offcut cardboard found in old boxes from local shops.
His dedication to eco-friendly design practices has earned him an Olivier Award nomination, Britain’s top theatrical honour.
Samuel, from Bristol, said: “Sustainability is really at the heart of everything I do and it runs through every stage of my process.
“Around 90% of what I use comes from old boxes I collect from local shops.
“I design with reusability in mind, making pieces that can be taken apart, reassembled or recycled with ease.”
As a result, I’ve been lucky to work on some truly special shows.”
His career spans over a decade and a half, with his craftsmanship journey in theatre set design starting in 2009, followed by an MA in Theatre Design at the Bristol Old Vic Theatre School which he completed in 2015.
The idea to use cardboard came five years ago, when his daughter asked for a toy boat.
Examples of his work
Samuel had promised his daughter Clementine, now nine, a new toy but when they got to the shop, all of his bank cards were declined.
They returned home empty-handed and that night, while Clementine slept, Samuel found some spare cardboard boxes and started crafting.
Samuel recalled: “It was the most shame I’ve ever felt and we left the shop empty-handed.
“After she was asleep I couldn’t stop thinking about it.
“I saw some cardboard boxes, as we’d just moved, and I got to work.”
“I stayed up all night making her a cardboard boat.”
“The next morning she was so happy and proud.”
This experience sparked a creative journey, with Samuel continuing to craft cardboard toys for his daughter, each one becoming “bigger, better and sillier.”
The hobby eventually evolved into a business, with Samuel launching Cardboard Adventures three years ago.
As he reflected on his journey, Samuel said: “I started sharing what we made online and that joy started to seep into everything, even my theatre work.”
“Now I’m the cardboard guy.
“It’s won me awards, even had an Olivier nominated show this year.”
Samuel has found that the reusability, durability and availability of cardboard as a material is often underestimated.
He emphasized: “The advantages of cardboard massively outweigh the downsides.”
“People often assume it’s not durable but that hasn’t been my experience at all.”
“Two years ago, I made a show The I Want My Hat Back Trilogy with over 100 cardboard puppets and a cardboard set.”
It toured nationally, had long sold-out runs, Christmas residencies and in all that time, we’ve only had to repair one puppet.”
“It’s also cheap, often free and incredibly accessible.”
“You don’t need expensive tools; you can cut it with a scalpel, a craft saw, electric scissors, or just your hands.
“That low-stakes flexibility is part of the magic. It’s made for trying things out, taking risks and making mistakes.”
Since establishing his company, Samuel has showcased his work in theatres across Bristol and London.
This includes renowned puppet theatres such as Little Angel Theatre in Islington and Polka Theatre, where The Nutcracker received an Olivier nomination.
He also contributed to The Fir Tree at Shakespeare’s Globe and Arabian Nights at Bristol Old Vic.
Samuel expressed: “The Fir Tree at The Globe and The Nutcracker at Polka Theatre both stand out as truly special productions.
“But if I had to choose just one, it would be The I Want My Hat Back Trilogy with Little Angel Theatre.
“That show propelled my career and really changed everything for me.”