Workshop: Toy Trends (2007)
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Workshop: Toy Trends (2007)

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A Hothouse presentation I did back in 2007 for a design workshop on toys, based of theory and industry research.

A Hothouse presentation I did back in 2007 for a design workshop on toys, based of theory and industry research.

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Workshop: Toy Trends (2007) Presentation Transcript

  • 1. HOTHOUSE TOY WORKSHOP: TOYS, PLAY, AND TRENDS Vicky Teinaki 16 October 2007
  • 2. DESIGNING TOYS:
  • 3. DESIGNING TOYS: Don’t think toys, think play: toys change over the years; play patterns don’t Play isn’t always cute and fun either ....
  • 4. TYPES OF PLAY:
  • 5. TYPES OF PLAY: Constructive Exploratory play (e.g. stacking bricks) Object play (novel uses of objects e.g. cloth, cup) Creative play (creating with materials/tools for own sake) Symbolic Symbolic play (e.g. using string to symbolise a wedding ring) Communication play (mime, singing, poetry) Dramatic play (presenting a TV show, festive event etc.) Fantasy play (playing at being a pilot flying a plane etc.) Role play (brushing with a broom, dialling a phone, driving a car) Physical Locomotor play (digging holes, building fires) Rough and tumble play (play fighting, chasing) Deep play (leaping onto an aerial runway, balancing on a beam)
  • 6. TYPES OF PLAY RELATED TO 2006 TOP TOYS: Constructive Symbolic Physical (none)
  • 7. AGE AND GENDER: Both very important Not all types of play are available to younger children Boys = more orientated towards constructive activities Girls = leaning towards narrative
  • 8. AGE AND TYPES OF PLAY: Constructive Symbolic Physical Co-operative Games <2 yrs 2-4 yrs 4-7 yrs 7-11yrs >11yrs
  • 9. TOYS AND PLAY QUESTIONS:
  • 10. TOYS AND PLAY QUESTIONS: How old is the child? Boy or girl? What type(s) of play patterns? When and where is the play happening? One or many players? Does the play have rules?
  • 11. CRANIUM ‘3 MOMENTS’ MODEL: 1. Situational moment (when and where) 2. Emotional moment (how players feel) 3. Developmental moment (age of players - important)
  • 12. TOY INDUSTRY:
  • 13. TOY INDUSTRY STATISTICS 2006-7 ($US): Action figures Games/Puzzles $1.2b (-7%) $2.4b (0%) Arts and Crafts Infant/Preschool $2.7b (+8%) $3.3b (+4%) Building Sets Outdoor and Sports $0.7b (0%) $2.8b (-5%) Dolls Plush $2.7b (+1%) $1.4b (+3%) Youth Electronics Vehicles $1.1b (+17%) $2.2b (+9%)
  • 14. RELEVANT TOY TRENDS:
  • 15. RELEVANT TOY TRENDS: From edu-tainment to smart toys Classic toys + electronics Blurring between role play toys and real tools Crossing the age/gender divide
  • 16. RELEVANT TOY TRENDS: Musini (Neurosmith) LeapPad (Leap Frog) Together Tunes (Neurosmith) From edu-tainment to smart toys
  • 17. RELEVANT TOY TRENDS: Furreal My First Pony (Hasbro) LEGO Mindstorms Let’s Dance Barbie (Mattel) Webkinz (Ganz) Classic toys + electronics
  • 18. RELEVANT TOY TRENDS: Kid-Tough Digital Camera (Fisher-Price) Wherefone Zoombox (Hasbro) Blurring between role play toys and real tools
  • 19. RELEVANT TOY TRENDS: Cranium (Cranium) Polly-Wheels (Mattel) Crossing the age/gender divide
  • 20. TIPS:
  • 21. TIPS: What is the ‘hook’? Can you add a twist (a new spin on an old toy)? It’s all about play - preferably open ended play.... Children think differently from adults!