Jonathan Ive, the British designer behind Apple’s iMac and the company’s senior vice president of industrial design, recently appeared on the UK children’s TV show Blue Peter to review some product designs. In the gadget special, Ive talks about vividly remembering different items the program showed him how to make, and says he loved that they reused products you thought were no longer useful.

He goes on to review several designs for a combination lunchbox, pencil case, and school bag, which were sent in by viewers. Ive explains that if he was designing the product, he’d start by dropping the word ‘box’ as it comes with a narrow, preconceived notion.

Ive was also presented with the show’s highest accolade: the gold Blue Peter badge, which in the past has been awarded to the likes of David Beckham, JK Rowling, Damian Hirst, and The Queen. Ewan Vinnicombe, acting editor of Blue Peter, said:

Sir Jonathan Ive is an inspiration to children around the world and we were ecstatic to hear his comments and design advice to our viewers who will remember such feedback for a lifetime.

You can watch Ive’s appearance on the TV show below:

Blue Peter