workshop: toy trends (2007)
DESCRIPTION
A Hothouse presentation I did back in 2007 for a design workshop on toys, based of theory and industry research.TRANSCRIPT
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HOTHOUSE TOY WORKSHOP:TOYS, PLAY, AND TRENDS
Vicky Teinaki16 October 2007
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DESIGNING TOYS:
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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 ....
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TYPES OF PLAY:
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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)
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TYPES OF PLAY RELATED TO 2006 TOP TOYS:
Constructive
Symbolic
Physical
(none)
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AGE AND GENDER:
Both very important
Not all types of play are available to younger children
Boys = more orientated towards constructive activitiesGirls = leaning towards narrative
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AGE AND TYPES OF PLAY:
Constructive Symbolic Physical Co-operative Games
<2 yrs
2-4 yrs
4-7 yrs
7-11yrs
>11yrs
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TOYS AND PLAY QUESTIONS:
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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?
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CRANIUM ‘3 MOMENTS’ MODEL:
1. Situational moment (when and where)
2. Emotional moment (how players feel)
3. Developmental moment (age of players - important)
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TOY INDUSTRY:
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Building Sets$0.7b (0%)
Arts and Crafts$2.7b (+8%)
Action figures $1.2b (-7%)
TOY INDUSTRY STATISTICS 2006-7 ($US):
Dolls$2.7b (+1%)
Youth Electronics$1.1b (+17%)
Games/Puzzles$2.4b (0%)
Infant/Preschool$3.3b (+4%)
Outdoor and Sports$2.8b (-5%)
Plush$1.4b (+3%)
Vehicles$2.2b (+9%)
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RELEVANT TOY TRENDS:
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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
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RELEVANT TOY TRENDS:
From edu-tainment to smart toys
Musini (Neurosmith)
LeapPad (Leap Frog) Together Tunes (Neurosmith)
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RELEVANT TOY TRENDS:
Classic toys + electronics
Webkinz (Ganz)
Furreal My First Pony (Hasbro)
Let’s Dance Barbie (Mattel)
LEGO Mindstorms
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RELEVANT TOY TRENDS:
Blurring between role play toys and real tools
Zoombox (Hasbro)Kid-Tough Digital Camera (Fisher-Price) Wherefone
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RELEVANT TOY TRENDS:
Crossing the age/gender divide
Polly-Wheels (Mattel)Cranium (Cranium)
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TIPS:
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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!