The document discusses trends in toy design and play patterns. It notes that while toys change over time, core patterns of play do not. There are different types of play including constructive, symbolic, and physical play. Toys are also influenced by age and gender. Recent toy trends include toys that blend education and entertainment, classic toys integrated with electronics, toys that blur the line between pretend and real tools, and toys that appeal to both genders and a wide age range. The document provides analysis to help designers create toys that foster open-ended, creative play.

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!