I dont get it. What exactly dont you get? It turns from a building into a robot, right? Precisely.

Well, what is fun about that? Well, if you had read your industry breakdown, you would see that our success in the action gure area has climbed from 27% to 45% in the last two years. I still dont get it. What dont you get? Theres a million robots that turn into something. This is a building that turns into something. Whats fun about playing with a building? Thats not any fun. This is a skyscraper.

P LAY

Limericks!
Our lives can be rather destructive When dull, disengaged, unproductive. But you may bid adieu To this nihilistic view If you take Toy Design as instructive.
There once was an Irish Lass Who coveted a toy design class entry was tough but she had the stuff To make games that were kick in the a** A plaything to make I would like to give to my favorite tyke my childlike joy in inventing a toy Comes back like riding a bike Now Siobhan has ideas so sublime that appeared but then withered on vine with teacher's guidance and team reliance her products made crafty folks pine Desperate wish to make toys was her fate mirthful vessels made children elate she needed the parts to bring joy to kids hearts A spot in your course would be great!

Katie Bartel

I'd say that design is an art, That it's not just a factory part, If you try to design When you're rushing for time, You'll make something that's not worth a fart.

Siobhan Rigby

Michael Cheung

A child once came to me to play. I said, Well child, what should we do today? The child turned brightly blue. He did not have a clue. And so I said Id like to help, if I may. I pulled up a chair, one for him, one for me, But he decided to just sit on my knee. I picked up a toy block, I picked up a rock. I asked which one brought him more glee. But! he shouted, Theyre both so BORING. And with that, he closed his eyes and began snoring. I took the rock, Put it inside the block And threw the whole thing on the ooring. It made a loud sound and jolted him awake He thought there had been some sort of quake. But no, it was the block, And inside was the rock! And what a loud sound it could make! I said See now? Anything can be fun. It can take little effort or cost you a ton; But in the end No matter how much you spend Its a smart design that will make it number one. You make loud sounds, and I took that in mind. I used whatever it was I could nd. He ran off with his new toy While I looked on with joy Proud of what I had just designed.

Roger Lo

Quiz results
What is a toy? What is a product? What is design? Answers to all three: Scott McDonald Melody Liu but then...

Neil Borja

Quiz!
1. What is your name? 2. Who is our customer in toy design? 3. What is play? 4. What is the opposite of play?

Who is our Customer?

Purchaser User Producer

Product Use

Inuence on Product Selection

Designing Toy Products

Functional Requirements Design Embodiments Toy Products also require play value (functional requirements) It works! and it plays!

Understanding Play
What is play?
It is a quality of mind. Play and work are words used to describe the same activity under different circumstances
- Mark Twain

It is a natural and learned schematization of life. A primitive and paradoxical communication, schematic expression, and a succession of disequilibrial bipolar state, with their own rules, sequences and climaxes
- Brian Sutton Smith, PhD

It is developmental and cathartic. It is essential for helping children reach important social, emotional, and cognitive developmental milestones as well as helping them manage stress and become resilient"
- The American Academy of Pediatrics (AAP)

Understanding Play
Play describes a state of mind during an activity that is: enjoyable

Understanding Play
Play describes a state of mind during an activity that is: enjoyable captivating

Understanding Play
Play describes a state of mind during an activity that is: enjoyable captivating superuous

Understanding Play
Play describes a state of mind during an activity that is: enjoyable captivating superuous intrinsically motivated

Understanding Play
Play describes a state of mind during an activity that is: enjoyable captivating superuous intrinsically motivated process focused

Understanding Play
Play describes a state of mind during an activity that is: enjoyable captivating superuous intrinsically motivated process focused

chore

work work disguised as play directed play

guided play

free play

Importance of Play
Evolutionists
Children learn important survival tools and prepare for adulthood

Physical, Social

Psychoanalysts
Play is an emotional outlet (cathartic) and children develop an identity

Emotional, Sensual, Creative

Developmental Psychologists
It is essential for helping children reach important social, emotional, and cognitive developmental milestones as well as helping them manage stress and become resilient American Academy of Pediatrics

Cognitive, Social, Emotional

Importance of Play
Evolutionists
Children learn important survival tools and prepare for adulthood

Physical, Social

Psychoanalysts

UNoutlet Conven tion Play is an emotional (cathartic) and children develop an identity

on the Rights of the Child of 1989. ArCreative ticle 31 Emotional, Sensual,

Developmental Psychologists

1. States Parties recognize the right of the child to rest and

engage It is essential leisure, for helping to children reach in play and recreational activities appropriate Cognitive, Social, Emotional important social, emotional, and cognitive the age of th child and to participate freely in cultural life developmentalto milestones as well as e helping them manage stress and become resilient and th arts. American Academy ofePediatrics 2. States Parties shall respect and promote the right of the child to participate fully in cultural and artistic life and shall encourage the provision of appropriate and equal opportunities for cultural, artistic, recreational and leisure activity.

Importance of Play
Evolutionists
Children learn important survival tools and prepare for adulthood

Physical, Social

Psychoanalysts
Play is an emotional outlet (cathartic) and children develop an identity

Emotional, Sensual, Creative

Developmental Psychologists
It is essential for helping children reach important social, emotional, and cognitive developmental milestones as well as helping them manage stress and become resilient American Academy of Pediatrics

Cognitive, Social, Emotional

Brian Sutton Smith

Play for the sake of play

Fun and Relaxation

Classifying Play
Classication is the rst step in bringing order into any scientic endeavor - Michael Ashby

Existing Classifications
The National Institute for Play Body Play Object Play Social Play Imaginative/Pretend Play Storytelling Play Creative Play Attunement Play

Classication is the rst step in bringing order into any scientic endeavor - Michael Ashby

Consumer Product Safety Commission Active Play Manipulative Play Make-Believe Play Creative Play Learning Play

Existing Classifications
The National Institute for Play Body Play Object Play Social Play Imaginative/Pretend Play Storytelling Play Creative Play Attunement Play

Classication is the rst step in bringing order into any scientic endeavor - Michael Ashby

Consumer Product Safety Commission Active Play Manipulative Play Make-Believe Play Creative Play Learning Play

Existing Classifications
The National Institute for Play Body Play Object Play Social Play Imaginative/Pretend Play Storytelling Play Creative Play Attunement Play

Classication is the rst step in bringing order into any scientic endeavor - Michael Ashby

Consumer Product Safety Commission Active Play Manipulative Play Make-Believe Play Creative Play Learning Play

Scales of Play

Scales of Play

Scales of Play

Classifying Play

Sensory

Fantasy

Construction

Challenge

Classifying Play

Sensory

Fantasy

Construction

Challenge

Classifying Play

Sensory

Fantasy

Construction

Challenge

Classifying Play

Sensory

Fantasy

Construction

Challenge

SWORDs

Classifying Play

Sensory

Fantasy

Construction

Challenge

SWORDs

Classifying Play

Sensory

Fantasy

Construction

Challenge

SWORDs

Classifying Play

Sensory
Massage,Yoga, Music

Fantasy

Construction

Challenge

Classifying Play

Sensory
Massage,Yoga, Music

Fantasy
Movies, TV, Flirting Books, Makeup

Construction

Challenge

Classifying Play

Sensory
Massage,Yoga, Music

Fantasy
Movies, TV, Flirting Books, Makeup

Construction
Arts and Crafts Music, Cooking

Challenge

Classifying Play

Sensory
Massage,Yoga, Music

Fantasy
Movies, TV, Flirting Books, Makeup

Construction
Arts and Crafts Music, Cooking

Challenge
Games, Gambling, Trivia Sports, Recreation

Classifying Play
The Play Pyramid
construction

sensory

challenge

fantasy

Classifying Play
The Play Pyramid
construction

sensory

challenge

fantasy

Classifying Play

The Play Pyramid - Fantasy Challenge Edge

Classifying Play

The Play Pyramid - Fantasy Challenge Edge

Classifying Play
Inside the Play Pyramid

Sensory

Construction

Fantasy

Challenge

Classifying Play
Inside the Play Pyramid

Sensory

Construction

Fantasy

Challenge

Classifying Play
Inside the Play Pyramid

Sensory

Construction

Fantasy

Challenge

Classifying Play
Inside the Play Pyramid

Sensory

Construction

Fantasy

Challenge

Are Designer Toys?

Sensory

Construction

Fantasy

Challenge

What is Play Value?

Developmental benets of the play? Length of time a user plays? Variety of play? Does it Afford Play?
sensory challenge construction

fantasy

Play Affordances
Affordance: the action possibilities (of a toy) that limit and guide an actor (customer audience) I suspect that none of us know all the affordances of even everyday objects.
Donald Norman

Play Affordances
Affordance: the action possibilities (of a toy) that limit and guide an actor (customer audience) I suspect that none of us know all the affordances of even everyday objects.
Donald Norman

Perceived Play Affordances

Play Affordances

Play Affordances
it is dangerous to pretend we know what a child will do with a toy just from its characteristics alone; children have a way of doing things with toys over and beyond the apparent character of the toy -sutton smith

...but we can still design suggestions! A toy is in the mind of the child, a toy product is in the mind of the designer. Ideally, a toy product is the same in the mind of both parties. -kudrowitz

Play and Age

Play Classication of Popular Toys in 2006-2007 *

*Gender Assignment based on ndings of Blakemore and Centers in Characteristics of Boys and Girls Toys, 2005

Play and Age

Play Classication of Popular Toys in 2006-2007 *

*Gender Assignment based on ndings of Blakemore and Centers in Characteristics of Boys and Girls Toys, 2005

Play and Age

Play Classication of Popular Toys in 2006-2007 *

Sensory Motor

Preoperational
Concrete Operations Formal Operations
*Gender Assignment based on ndings of Blakemore and Centers in Characteristics of Boys and Girls Toys, 2005

What Play is Eggman?

Sensory

Construction

Fantasy

Challenge

What Play is Eggman?

Sensory

Construction

Fantasy

Challenge

What Play is Eggman?

Sensory

Construction

Fantasy

Challenge

What Play is Eggman?

Sensory

Construction

Fantasy

Challenge

What Play is Eggman?

Sensory

Construction

Fantasy

Challenge

What Play is Eggman?

Sensory

Construction

Fantasy

Challenge

Design for Play

Play with the toy Suggest the designers intended play type and target age How would you alter the toy to enhance or change the play or suit a different audience?

construction

Design for Play

Play with the toy Suggest the designers intended play type and target age How would you alter the toy to enhance or change the play or suit a different audience?
sensory challenge fantasy

Questions. ?