This document summarizes research conducted by Björn Jeffery on Toca Boca apps. It explores why research is important, provides background on the founders, and examines key areas of strategy, technology, and types of play. The research looked at the app store, brand and design, competitors, and emerging technologies. It identifies different types of play and popular toys. Lessons learned are that research gives direction, not answers, and risks are required when making decisions based on limited information.

1. TOCA BOCA:
RESEARCH
BY: BJÖRN JEFFERY
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2. WHY RESEARCH?
2
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3. WHY RESEARCH?
•You are not a kid any more.
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4. WHY RESEARCH?
•You are not a kid any more.
•Good choices early on, pay for themselves.
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5. WHY RESEARCH?
•You are not a kid any more.
•Good choices early on, pay for themselves.
•The (in)famous MVP of kids apps is a very good
product.
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6. WHY RESEARCH?
•You are not a kid any more.
•Good choices early on, pay for themselves.
•The (in)famous MVP of kids apps is a very good
product.
2
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7. WHY RESEARCH?
•You are not a kid any more.
•Good choices early on, pay for themselves.
•The (in)famous MVP of kids apps is a very good
product.
•Here are three areas that we looked at before
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8. BACKGROUND
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9. FOUNDERS FROM BONNIER R&D
EMIL OVEMAR BJÖRN JEFFERY
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10. 5
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11. RESEARCH:
STRATEGY &
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12. 0
11.25
22.5
33.75
45
0 2,500,000 5,000,000
Average
cost/unit
(SEK)
Number of units
downloaded
Averagecostperunit
Number of units sold
Typical average
cost curve (i.e.
manufacturing
sector)
Actual Toca Boca
average cost
curve
Diminishing returns to
scale after this point
Increasing returns to scale
THE DIGITAL ECONOMY OF
SCALE
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13. APP STORE DEEP DIVE
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14. APP STORE DEEP DIVE
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15. BRAND & DESIGN
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16. BRAND & DESIGN
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17. BRAND & DESIGN
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18. BRAND & DESIGN
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19. STRATEGY PLANNING
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20. RESEARCH:
TECHNOLOGY
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21. NEW POSSIBILITIES
•Wifi & 3G
•Touchscreen
•Camera
•Microphone
•Speaker &
Headphones
•Vibrator
•GPS
•Compass
•Accelerometer
•Gyroscope
•Proximity sensor
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22. MICROPHONE
Talking Carl - www.yannlecoroller.com
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23. MICROPHONE
Talking Carl - www.yannlecoroller.com
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24. CAMERA
ARSoccer - labs.lan.com
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25. CAMERA
ARSoccer - labs.lan.com
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26. (i)Pirates - www.volumique.com
MORE THAN A SCREEN
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27. (i)Pirates - www.volumique.com
MORE THAN A SCREEN
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28. RESEARCH:
PLAY, TOYS &
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29. WHO IS OUT THERE?
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30. TYPES OF PLAY
ACTIVE
MAKE-
BELIEVE
MANIPULA
TIVE
CREATIVE LEARNING
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31. TYPES OF PLAY
ACTIVE
MAKE-
BELIEVE
MANIPULA
TIVE
CREATIVE LEARNING
Physical
Outdoors
Sports
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32. TYPES OF PLAY
ACTIVE
MAKE-
BELIEVE
MANIPULA
TIVE
CREATIVE LEARNING
Physical
Outdoors
Sports
Dolls
Role-play
Scenes
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33. TYPES OF PLAY
ACTIVE
MAKE-
BELIEVE
MANIPULA
TIVE
CREATIVE LEARNING
Physical
Outdoors
Sports
Dolls
Role-play
Scenes
Constructio
n
Puzzles
Patterns
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34. TYPES OF PLAY
ACTIVE
MAKE-
BELIEVE
MANIPULA
TIVE
CREATIVE LEARNING
Physical
Outdoors
Sports
Dolls
Role-play
Scenes
Constructio
n
Puzzles
Patterns
Music
Arts &
Crafts
Audio-
Visual
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35. TYPES OF PLAY
ACTIVE
MAKE-
BELIEVE
MANIPULA
TIVE
CREATIVE LEARNING
Physical
Outdoors
Sports
Dolls
Role-play
Scenes
Constructio
n
Puzzles
Patterns
Music
Arts &
Crafts
Audio-
Visual
Books
Games
Skills
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36. TYPES OF PLAY
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37. TYPES OF PLAY
ACTIV
E
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38. TYPES OF PLAY
ACTIV
E
MAKE-
BELIEVE
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39. TYPES OF PLAY
ACTIV
E
MAKE-
BELIEVE
MANIPULATI
VE
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40. TYPES OF PLAY
ACTIV
E
MAKE-
BELIEVE
MANIPULATI
VE
CREATIVE
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41. TYPES OF PLAY
ACTIV
E
MAKE-
BELIEVE
MANIPULATI
VE
CREATIVE
LEARNING
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42. BLOCKBUSTER TOYS
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43. LESSONS
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44. LESSONS LEARNED
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45. LESSONS LEARNED
•Being a good leader is making decisions on 40%
information.
Make sure that you have what you can get.
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46. LESSONS LEARNED
•Being a good leader is making decisions on 40%
information.
Make sure that you have what you can get.
•If you’re not ready to be open to the research
results, don’t bother doing it.
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47. LESSONS LEARNED
•Being a good leader is making decisions on 40%
information.
Make sure that you have what you can get.
•If you’re not ready to be open to the research
results, don’t bother doing it.
•Research will give to directions, not answers.
Risks are required.
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48. THANKS!
CONTACT ME - bjorn @ tocaboca.com &
twitter.com/bjornjeffery
TRY OUR APPS - www.tocaboca.com
FOLLOW US - www.tocaboca.com & twitter.com/
tocaboca
Thursday, May 9, 13