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
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
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
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
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
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
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