Kids, Play & Tech @ Webcoast 2011

KIDS, PLAY& TECH BJÖRN JEFFERY 2011-03-19

LEX @JOCKEFanny & Ian

BASICS

BJÖRN JEFFERY• Director, Digital Commerce at Brickmark• Ex: Director, Future Media & Technology at Bonnier R&D• Founder: Good Old, Manolo.se & Discobelle.net• Board: Good Old, Twingly

BRICKMARK• Part of Bonnier Digital• Started in September 2010• Digital products & services• Björn Jeffery and Emil Ovemar• First project: Kids Play

KIDS PLAY• Preschoolers (0-6 yrs)• International product• Fun for kids• Touchscreens• Playtested• Play together

RESEARCH

BONNIER R&D EPIC WINMag+ www.vimeo.com/bonnier

MAPPING

WHAT’S A whole lot of flashcards, ABCs andOUT THERE? cupcakes

NEW POSSIBILITIES• Wifi & 3G • GPS• Touchscreen • Compass• Camera • Accelerometer• Microphone • Gyroscope• Speaker & Headphones • Proximity sensor• Vibrator • Light sensor

MICROPHONE & SPEAKERTalking Carl - www.yannlecoroller.com

CAMERAARSoccer - labs.lan.com

GPSThe Hidden Park - www.thehiddenpark.com

GYROSCOPEReal Racing

ACCELEROMETER7 Up Action Guitar

MULTI-TOUCHMultipong - www.multipong.com

“First there were blocks. Then there was LEGO. Now there are apps. Kids today move seamlessly through multiple dimensions in their pursuit of fun. Todays tech play will all-too-soon become tomorrows traditional play.” - Sandbox Summit

PART OF YOUMouthOff - www.ustwo.co.uk

IPHONE & BOOKPopo and Momo PhoneBook - www.mobileart.jp

MORE THAN A SCREEN(i)Pirates - www.volumique.com

BEYOND THE SCREENFace it - www.stfj.net

PRIVATE/PUBLIC SCREENSScrabble - www.ea.com/games/scrabble-ipad

AUDIO GAMESPapa Sangre - www.papasangre.com

CONNECTING SCREENSPirata Boat Race - piratalondon.com/boatrace

PLAY & TOYS

TYPES OF PLAY MAKE- ACTIVE MANIPULATIVE CREATIVE LEARNING BELIEVEPhysical Dolls Construction Music BooksOutdoors Role-play Puzzles Arts & Crafts Games Sports Scenes Patterns Audio-Visual Skills

TYPES OF PLAY LEARNINGACTIVE MAKE- BELIEVE MANIPULATIVE CREATIVE

THE PLAY PYRAMID Construction Challenge Sensory Fantasy

SLIDING SCALES OF PLAY Involvement Social Involvement Level of Restraint Mental/Physical

TOYS & PLAY. NOT JUST GAMES

TACTILE DIGITAL TOYS

EMOTIONAL NEEDS”Many toymakers who invented blockbuster toys did so notby following the pack (i.e. the money). Instead, theyfollowed new paths that had yet to demonstrate theirfinancial worth. They satisfied emotional needs that othertoymakers had ignored. They found ways to produce smilesthat others missed.” - Gene del Vecchio, author, The Blockbuster Toy

EMOTIONAL NEEDS• Pride • Control • Bravery• Self esteem • Silliness/ • Sensory grossness gratification• Appreciation • Independence • Mental & physical• Accomplishment development • Belonging• Creativity • Fantasy fulfilment • Love• Beauty • Hunger/thirst • Security• Empowerment

WHAT WE’REDOING FOR KIDS

OUR TEAM BJÖRN JEFFERY EMIL OVEMAR CHRIS LINDGREN BOSS + MARKETING PRODUCER PLAY DESIGNERJENS PETER DE PEDRO EMIL BERNER ANDREY ZHUKOV JACK NUTTING PLAY DESIGNER ART DIRECTOR PLAYSMITH PLAYSMITH

OUR Evolution of an app.PROCESS

WHAT WE TRYTO MAKE• Toys with limited amounts of language and text• Toys that are unisex• Toys that work in all cultures• Toys that parents like, but kids love• Toys that are sustainable of time

TESTING We test early and often. Shared within the team.

WHAT’S NEXT FORDIGITAL PLAY?• Ubiquitous touch screens• The iPod Touch effect for more devices• Products that stimulate more aspects than just fun• More fun! :)

THANK YOU! CONTACT US - bjorn @ tocaboca.com FOLLOW US - www.tocaboca.com & twitter.com/tocaboca LIKE US - facebook.com/tocaboca IN THE APP STORE Helicopter Taxi + Toca Tea Party

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Kids, Play & Tech @ Webcoast 2011

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