This document discusses kids, play, and technology. It outlines Bjorn Jeffery's background and the company Brickmark. Brickmark is working on an international preschool app called Kids Play that is designed for touchscreens and playtesting. The document then discusses research on existing apps and the types of new interactions enabled by device sensors and connectivity. It outlines an approach for Kids Play that focuses on emotional needs, tactile digital toys, and creating toys that work across cultures.

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

2. LEX @JOCKE
Fanny & Ian

3. BASICS

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

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

7. RESEARCH

8. BONNIER R&D EPIC WIN
Mag+ www.vimeo.com/bonnier

9. MAPPING

10. WHAT’S A whole lot of flashcards, ABCs and
OUT THERE? cupcakes

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

12. MICROPHONE & SPEAKER
Talking Carl - www.yannlecoroller.com

13. CAMERA
ARSoccer - labs.lan.com

14. GPS
The Hidden Park - www.thehiddenpark.com

15. GYROSCOPE
Real Racing

16. ACCELEROMETER
7 Up Action Guitar

17. MULTI-TOUCH
Multipong - www.multipong.com

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. Today's tech play will all-
too-soon become tomorrow's traditional play.”
- Sandbox Summit

19. PART OF YOU
MouthOff - www.ustwo.co.uk

20. IPHONE & BOOK
Popo and Momo PhoneBook - www.mobileart.jp

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

22. BEYOND THE SCREEN
Face it - www.stfj.net

23. PRIVATE/PUBLIC SCREENS
Scrabble - www.ea.com/games/scrabble-ipad

24. AUDIO GAMES
Papa Sangre - www.papasangre.com

25. CONNECTING SCREENS
Pirata Boat Race - piratalondon.com/boatrace

26. PLAY & TOYS

27. TYPES OF PLAY
MAKE-
ACTIVE MANIPULATIVE CREATIVE LEARNING
BELIEVE
Physical Dolls Construction Music Books
Outdoors Role-play Puzzles Arts & Crafts Games
Sports Scenes Patterns Audio-Visual Skills

28. TYPES OF PLAY
LEARNING
ACTIVE
MAKE-
BELIEVE
MANIPULATIVE CREATIVE

29. THE PLAY PYRAMID
Construction
Challenge
Sensory
Fantasy

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

31. TOYS & PLAY. NOT JUST GAMES

32. TACTILE DIGITAL TOYS

34. EMOTIONAL NEEDS
”Many toymakers who invented blockbuster toys did so not
by following the pack (i.e. the money). Instead, they
followed new paths that had yet to demonstrate their
financial worth. They satisfied emotional needs that other
toymakers had ignored. They found ways to produce smiles
that others missed.”
- Gene del Vecchio, author, The Blockbuster Toy

35. 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

36. WHAT WE’RE
DOING FOR KIDS

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

39. OUR Evolution of an app.
PROCESS

40. WHAT WE TRY
TO 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

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

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

47. 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