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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: G...
BRICKMARK• Part of Bonnier Digital• Started in September 2010• Digital products & services• Björn Jeffery and Emil Ovemar•...
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 & 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...
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   ...
TYPES OF PLAY                                             LEARNINGACTIVE          MAKE-         BELIEVE                   ...
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, th...
EMOTIONAL NEEDS• Pride            • Control        • Bravery• Self esteem      • Silliness/     • Sensory                 ...
WHAT WE’REDOING FOR KIDS
OUR TEAM                BJÖRN JEFFERY               EMIL OVEMAR          CHRIS LINDGREN               BOSS + MARKETING    ...
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• ...
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 mo...
THANK YOU!     CONTACT US - bjorn @ tocaboca.com     FOLLOW US - www.tocaboca.com & twitter.com/tocaboca     LIKE US - fac...
Kids, Play & Tech @ Webcoast 2011
Kids, Play & Tech @ Webcoast 2011
Kids, Play & Tech @ Webcoast 2011
Kids, Play & Tech @ Webcoast 2011
Kids, Play & Tech @ Webcoast 2011
Kids, Play & Tech @ Webcoast 2011
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Kids, Play & Tech @ Webcoast 2011

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A presentation about Kids, Play and Tech at the Webcoast 2011 conference in Göteborg, Sweden.

Kids, Play & Tech @ Webcoast 2011

  1. 1. KIDS, PLAY& TECH BJÖRN JEFFERY 2011-03-19
  2. 2. LEX @JOCKEFanny & Ian
  3. 3. BASICS
  4. 4. 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
  5. 5. BRICKMARK• Part of Bonnier Digital• Started in September 2010• Digital products & services• Björn Jeffery and Emil Ovemar• First project: Kids Play
  6. 6. KIDS PLAY• Preschoolers (0-6 yrs)• International product• Fun for kids• Touchscreens• Playtested• Play together
  7. 7. RESEARCH
  8. 8. BONNIER R&D EPIC WINMag+ www.vimeo.com/bonnier
  9. 9. MAPPING
  10. 10. WHAT’S A whole lot of flashcards, ABCs andOUT THERE? cupcakes
  11. 11. NEW POSSIBILITIES• Wifi & 3G • GPS• Touchscreen • Compass• Camera • Accelerometer• Microphone • Gyroscope• Speaker & Headphones • Proximity sensor• Vibrator • Light sensor
  12. 12. MICROPHONE & SPEAKERTalking Carl - www.yannlecoroller.com
  13. 13. CAMERAARSoccer - labs.lan.com
  14. 14. GPSThe Hidden Park - www.thehiddenpark.com
  15. 15. GYROSCOPEReal Racing
  16. 16. ACCELEROMETER7 Up Action Guitar
  17. 17. MULTI-TOUCHMultipong - www.multipong.com
  18. 18. “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
  19. 19. PART OF YOUMouthOff - www.ustwo.co.uk
  20. 20. IPHONE & BOOKPopo and Momo PhoneBook - www.mobileart.jp
  21. 21. MORE THAN A SCREEN(i)Pirates - www.volumique.com
  22. 22. BEYOND THE SCREENFace it - www.stfj.net
  23. 23. PRIVATE/PUBLIC SCREENSScrabble - www.ea.com/games/scrabble-ipad
  24. 24. AUDIO GAMESPapa Sangre - www.papasangre.com
  25. 25. CONNECTING SCREENSPirata Boat Race - piratalondon.com/boatrace
  26. 26. PLAY & TOYS
  27. 27. 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
  28. 28. TYPES OF PLAY LEARNINGACTIVE MAKE- BELIEVE MANIPULATIVE CREATIVE
  29. 29. THE PLAY PYRAMID Construction Challenge Sensory Fantasy
  30. 30. SLIDING SCALES OF PLAY Involvement Social Involvement Level of Restraint Mental/Physical
  31. 31. TOYS & PLAY. NOT JUST GAMES
  32. 32. TACTILE DIGITAL TOYS
  33. 33. 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
  34. 34. 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
  35. 35. WHAT WE’REDOING FOR KIDS
  36. 36. 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
  37. 37. OUR Evolution of an app.PROCESS
  38. 38. 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
  39. 39. TESTING We test early and often. Shared within the team.
  40. 40. 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! :)
  41. 41. 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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