KIDS, PLAY& TECH

BJÖRN JEFFERY2011-03-19

LEX @JOCKEFanny & Ian

BASICS

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

BRICKMARK

• Part of Bonnier Digital

• Started in September 2010

• Digital products & services

• Björn Jeffery and Emil Ovemar

• First project: Kids Play

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 OUT THERE?

A whole lot of flashcards, ABCs and cupcakes

NEW POSSIBILITIES• Wifi & 3G

• Touchscreen

• Camera

• Microphone

• Speaker & Headphones

• Vibrator

• GPS

• Compass

• Accelerometer

• Gyroscope

• Proximity sensor

• Light sensor

MICROPHONE & SPEAKERTalking Carl - www.yannlecoroller.com

CAMERAARSoccer - labs.lan.com

GPSThe Hidden Park - www.thehiddenpark.com

GYROSCOPEReal Racing

ACCELEROMETER7 Up Action Guitar

Multipong - www.multipong.comMULTI-TOUCH

“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

MouthOff - www.ustwo.co.ukPART OF YOU

IPHONE & BOOKPopo and Momo PhoneBook - www.mobileart.jp

(i)Pirates - www.volumique.comMORE THAN A SCREEN

Face it - www.stfj.netBEYOND THE SCREEN

Scrabble - www.ea.com/games/scrabble-ipadPRIVATE/PUBLIC SCREENS

Papa Sangre - www.papasangre.comAUDIO GAMES

CONNECTING SCREENSPirata Boat Race - piratalondon.com/boatrace

PLAY & TOYS

TYPES OF PLAY

ACTIVE MAKE-BELIEVE MANIPULATIVE CREATIVE LEARNING

PhysicalOutdoors

Sports

DollsRole-playScenes

ConstructionPuzzlesPatterns

MusicArts & CraftsAudio-Visual

BooksGamesSkills

TYPES OF PLAY

ACTIVEMAKE-

BELIEVEMANIPULATIVE CREATIVE

LEARNING

THE PLAY PYRAMIDConstruction

SensoryChallenge

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 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

EMOTIONAL NEEDS• Pride

• Self esteem

• Appreciation

• Accomplishment

• Creativity

• Beauty

• Empowerment

• Control

• Silliness/grossness

• Independence

• Belonging

• Love

• Security

• Bravery

• Sensory gratification

• Mental & physical development

• Fantasy fulfilment

• Hunger/thirst

WHAT WE’REDOING FOR KIDS

EMIL OVEMARPRODUCER

JENS PETER DE PEDROPLAY DESIGNER

CHRIS LINDGRENPLAY DESIGNER

EMIL BERNERART DIRECTOR

ANDREY ZHUKOVPLAYSMITH

BJÖRN JEFFERYBOSS + MARKETING

OUR TEAM

JACK NUTTINGPLAYSMITH

OUR PROCESS

Evolution of an app.

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

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 more aspects than just fun

• More fun! :)

THANK YOU!CONTACT US - bjorn @ tocaboca.com

FOLLOW US - www.tocaboca.com & twitter.com/tocaboca

LIKE US - facebook.com/tocaboca

         IN THE APP STOREHelicopter Taxi + Toca Tea Party