HOTHOUSE TOY WORKSHOP:
TOYS, PLAY, AND TRENDS




Vicky Teinaki
16 October 2007
DESIGNING TOYS:
DESIGNING TOYS:

Don’t think toys, think play:
toys change over the years; play patterns don’t

Play isn’t always cute and...
TYPES OF PLAY:
TYPES OF PLAY:

Constructive
    Exploratory play (e.g. stacking bricks)
    Object play (novel uses of objects e.g. cloth...
TYPES OF PLAY RELATED TO 2006 TOP TOYS:

Constructive




Symbolic




Physical

                      (none)
AGE AND GENDER:

Both very important

Not all types of play are available to younger children

Boys = more orientated towa...
AGE AND TYPES OF PLAY:

          Constructive   Symbolic   Physical   Co-operative   Games


<2 yrs


2-4 yrs


4-7 yrs

...
TOYS AND PLAY QUESTIONS:
TOYS AND PLAY QUESTIONS:

How old is the child?

Boy or girl?

What type(s) of play patterns?

When and where is the play ...
CRANIUM ‘3 MOMENTS’ MODEL:

1.   Situational moment (when and where)

2.   Emotional moment (how players feel)

3.   Devel...
TOY INDUSTRY:
TOY INDUSTRY STATISTICS 2006-7 ($US):

    Action figures          Games/Puzzles
    $1.2b    (-7%)          $2.4b      (0...
RELEVANT TOY TRENDS:
RELEVANT TOY TRENDS:

From edu-tainment to smart toys

Classic toys + electronics

Blurring between role play toys and rea...
RELEVANT TOY TRENDS:
                                              Musini (Neurosmith)




     LeapPad (Leap Frog)   Toge...
RELEVANT TOY TRENDS:

          Furreal My First Pony (Hasbro)   LEGO Mindstorms




         Let’s Dance Barbie (Mattel) ...
RELEVANT TOY TRENDS:




Kid-Tough Digital Camera (Fisher-Price)   Wherefone   Zoombox (Hasbro)



Blurring between role p...
RELEVANT TOY TRENDS:




         Cranium (Cranium)       Polly-Wheels (Mattel)



Crossing the age/gender divide
TIPS:
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 p...
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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.

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Workshop: Toy Trends (2007)

  1. 1. HOTHOUSE TOY WORKSHOP: TOYS, PLAY, AND TRENDS Vicky Teinaki 16 October 2007
  2. 2. DESIGNING TOYS:
  3. 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. 4. TYPES OF PLAY:
  5. 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. 6. TYPES OF PLAY RELATED TO 2006 TOP TOYS: Constructive Symbolic Physical (none)
  7. 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. 8. AGE AND TYPES OF PLAY: Constructive Symbolic Physical Co-operative Games <2 yrs 2-4 yrs 4-7 yrs 7-11yrs >11yrs
  9. 9. TOYS AND PLAY QUESTIONS:
  10. 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. 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. 12. TOY INDUSTRY:
  13. 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. 14. RELEVANT TOY TRENDS:
  15. 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. 16. RELEVANT TOY TRENDS: Musini (Neurosmith) LeapPad (Leap Frog) Together Tunes (Neurosmith) From edu-tainment to smart toys
  17. 17. RELEVANT TOY TRENDS: Furreal My First Pony (Hasbro) LEGO Mindstorms Let’s Dance Barbie (Mattel) Webkinz (Ganz) Classic toys + electronics
  18. 18. RELEVANT TOY TRENDS: Kid-Tough Digital Camera (Fisher-Price) Wherefone Zoombox (Hasbro) Blurring between role play toys and real tools
  19. 19. RELEVANT TOY TRENDS: Cranium (Cranium) Polly-Wheels (Mattel) Crossing the age/gender divide
  20. 20. TIPS:
  21. 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!
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