It's easy to get lost in the shuffle of the expansive Toy Fair - unless your product is stop-in-your-tracks, jaw-droppingly gorgeous like the newly unveiled Emerson House dollhouse by Brinca Dada.

We had a chat with company co-founder Doug Rollins who is a big believer in "beautiful fun" - toys should be beautiful, but not museum pieces and should be played with and enjoyed by children and parents alike.

Emerson House is Brinca Dada's debut product and was designed by co-founder Tim Boyle who happily brings his talent as an architect to design on a smaller scale. Inspired by Richard Neutra's famed Kaufmann Desert House, Emerson is also bathed in natural light and features wide open spaces (which is especially useful for little hands to play in).

The Emerson House's description reads like a Times real estate ad we would drool over: the modern house features many extras including mitered-glass corners, two fireplaces, sliding glass doors, solar panels, and recessed LED lights. Now that's an Open House we'd attend!

The Emerson will be ready for sale in a few months and at $299 will be an investment piece, but certainly not unreachable. What else does Brinca Dada have in store? More dollhouse designs, furniture and, of course, dolls! Find out more at their website and we'll be sure to check back in with them now that they're on our "ones to watch" radar.