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Design of an Innovative toy that encourages play and st

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Ashwathy Biswas

on 31 December 2013

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Transcript of Design of an Innovative toy that encourages play and st

Data Analysis:
Project Objectives:
Methods and Methodology:
Literature review:
Product Study
User Study
Buyer Study
Market Study
Data Analysis
Concept Generation using tools and techniques
Concept Selection through rating systems
CAD Modeling and Model Making
To carry out research and literature review
Research market for similar products.
Benchmark current and future products.
Arrive at PDS based on industrial constraints.

Design of an Innovative Toy for India which Encourages Play in Children (ages 1-6)
To design an 'Innovative Toy' that can adapt to the various stages involved in a child's development and style of play

Taking into consideration factors such as classification of play and cognitive development.

To nourish the child's thought and imaginative process by engaging him/her in play

Encouraging physical and mental stimuli

Incorporate a sense of environmental responsibility

Aim of project:
Einstein came up with some of his best scientific ideas during his violin breaks...
Different types of toys-
Product Study:
User Study
Ergonomic Study:
By Gender...
Certain toys, such as Barbie dolls and toy soldiers, are often perceived as being more acceptable for one gender than the other.

By Types of Play...

By Developmental benefits of play...
This provides information on what to expect from a particular toy and how a child will interact with the toy.

Dramatic- Play

Construction sets
By type...
The industry has a substantial economic impact, as it comprises such a large and important part of human existence.

The demand for Indian toys is growing at 15-20 percent per year and China is becoming a consumer market rather than a global manufacturing hub.(Toy Association of India)

The industry clocked around Rs.600 crore at the recent 7th edition of Toy Biz International fair.

The industry retail turnover is about $1400 million and there is additional demand of $1400 million worth toys in the Indian market. The future of sector in the country looks highly promising.

Studies show, the size of the Indian toy industry will increase from its current level of $1.5 billion, to $2.6 billion by the year 2015. An annual growth rate of almost 20%

Toys are one of the high priority products for the upwardly mobile middle class.

Toy companies change and adapt their toys to meet the changing demands of children thereby gaining a larger share of the substantial market. In recent years many toys have become more complicated with flashing lights and sounds in an effort to appeal to children raised around television and the internet.

In an effort to reduce costs, many mass-producers of toys locate their factories in areas where wages are lower, like China.

Government of India via (Bureau of Indian Standards) is working to bring in a new regulation to check product safety in children products. Toy industry is expected to get structured with implementation of the new regulation thus making the sector vibrant and putting India on global toy export map.

The trend is to be eco-friendly has caught up in the toy industry. Wooden toys, which are common in foreign countries, are considered to be eco-friendly, but are a rarity in the Indian market.
Worldwide toy market

In the US, toys meant for small age groups must meet national standards before reaching the respective outlets. However, in India such norms are mostly absent or ineffective.

In spite of huge demand the sector still remains largely unorganized. Lack of any regulatory controls neglects the quality aspects in toy supply chain in India.

Government of India via (Bureau of Indian Standards) is working to bring in a new regulation to check product safety in children products.

Toys are made mostly for commercial profits.

Materials used are not child-friendly and contain toxic substances.

Products are not tested for child safety.

Does not make buying process easy for Parents.

Easy mass manufacturing process makes it efficient in terms of material and time.

Using natural, responsibly sourced materials is important.

There is a need to design toys that is futuristic in character but has traditional teachings.

India has various favorable factors like availability of abundant raw material, low cost skilled labor and wide range of products to select from. These dynamics make toy industry hold immense potential.
Brian Sutton Smith (play theorist) claims “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.”
(Children between the ages 1-6, are the users in this case.)
Ages 1-2 Early Walkers
Ages 2-3 Little Movers
Ages 3-6+ Activity and roleplay
Project Vision...
What is a toy?
Lifestyle Board-
Why I Chose this project.... (need for design)
Physical Study
Sensitivity Study- Product safety
Mood board
Emotional Study...
To create detailed CAD models.
To create a physical model of the final design.
A toy is any item that can be used to play with.
Ideally parents buy it to keep their kids entertained.
Toys, in general are meant to entertain a child, let them explore their senses etc.
Anything children can play with safely can be a toy.
Most young humans play with almost anything and everything from sticks and stones.
The earliest toys were made of natural materials like rocks, sticks and clay.
With the advancement in technology, the materials used for toys also changed, from wood, grass and stones to plastic, cloth and synthetic material.

Open ended toys are great and necessary for optimal development. (Should not limit the child and tell them what or how to play with it.)
Toys are extremely important for a child’s development. Research has shown that children’s learning mainly happens through play . When children play with toys, they learn and develop various skills that will support them to succeed in school and in life.
Piaget’s stages are helpful in determining if a toy would be acceptable for a given age range, it defines a concise and complete classification of play.

Piaget’s Stages are summarized as follows:

• Sensory-Motor Period (0 - 1.5 years)-
The child engages in sensory play and play involving moving objects to produce reactions.

• Pre-operational Stage (2 - 6 Years)-
The child engages in symbolic play. Rules are not developed. (4 - 7 years) the child can perceive and imagine.
The average measurements are used to design a toy that fits the hands of an average child.
The pieces that are to be held by the child will be the correct size if they are based on these measurements.
Market Study:
Skills such as naming colors, showing affection, and hopping on one foot are the developmental milestones.

As children grow into early childhood, their world will begin to open up. During this stage children should be able to-

ride a tricycle

use safety scissors

notice a difference between girls and boys

help to dress and undress themselves

play with other children

recall part of a story

sing a song.

Skills such as taking turns, playing make believe and kicking a ball are the developmental milestones.

Toddlers will experience huge thinking, learning, social, and emotional changes that will help them to explore their new world, and make sense of it.

During this stage, toddlers should be able to-

Follow 2-3 step directions

Sort objects by shape and color

Imitate the actions of adults and playmates

Express a wide range of emotions.
The Consumer Product Safety Commission's records show that in 2007 alone, 157 types of toys were recalled, 99 types of which were related to lead toxicity. That meant about 6 million children’s playthings were pulled off store shelves for lead paint or lead components.

The greatest risk to children may come from the chemical makeup of the toys themselves.

Lead is the best-known menace, and has been on the Consumer Product Safety Commission's "naughty list" for years.

Almost one in three toys in China contains heavy metals, with one in 10 containing excessive levels of lead. (China, which produces two thirds of all the toys in the world.)

Toys should be tested for lead, phthalate, choking and laceration hazards.

Ensuring children aren’t at risk from toxins with limits and test procedures for more than 80 potentially dangerous substances, such as solvents and preservatives.

Making sure toys cannot stab, trap, mangle or choke.
Labels and warnings-
In India, the BIS Mark is an advantage not a necessity at the moment.
Having a BIS mark means the toy is safe, reliable and of quality.

All toys on sale in the UK must carry the CE mark. This shows that the manufacturer has declared that the toy meets the requirements of the European Directive and is intended for sale in the European Community.

Toys should come with warnings, choking hazards etc. that specify the different parts that could be dangerous.

Age should be specifically specified.
Toy Safety Tips-
Emotions play a major role in a child's life.

To make the toy-selection process for a parent easy by-
Making the whole package attractive
Fun and Interactive

94% prefer toys made from natural material as opposed to shiny plastic ones.

Parents miss the old age fun that comes with play and the toys that promote it.
To encourage child-friendly, natural material.(If its colorful, shiny and feels like plastic, chances are it contains a list of toxic or treated elements.)

There shouldn't be an 'acceptable' amount of any toxin in any toy.

Gender neutral
Playing is an essential part of childhood. Toys are the tools children use in play. They:
Promote intellectuality
Help a child develop a particular skill
Promote emotional and/or physical development
Motivate children to develop gross and fine motor skills, social skills and logical thinking through role play, imagination, creativity and movement.
There are a no. of ways you can categorize toys.
These are combined together to create toys of various categories.
(Product Design Specifications)
Current Studies show....
Points about market study...
Buyer Study...
Mostly adults who are still learning or getting a hang of the whole parenting thing.

Often succumb to child's 'pester power'

Parents dilemma - do they buy their children the most popular toys or the toys that can help their children learn?

They got to consider the child’s personality, interests, safety, age, likes and dislikes.

They will gravitate towards toys that promise educational and entertainment features.

Don't want to spend too much.

Stage I-
1-2 years

Stage II-
3-6 years

Stage III-
7+ years

Use of sounds and reflexes
repetition of sounds and movements
Symbolic imitation

Sensory play-tasting, smelling and making sounds
Ritualistic play
Simple make-believe
Symbolic play-
Play that distorts reality, pretend play
Implies representation of absent object
Parallel play
Compensatory play
Games with rules-
Institutional, hide and seek, hop-scotch
Board games
User profile and characteristics-
They are just beginning to explore their wide range of emotions.

Care should be taken while handling their toys

Could get upset if toy breaks or gets damaged

Will show emotional attachment to toys

Their temperament might vary

What seems attractive to a parent might not appeal to a child.

Too much activity can overstimulate babies and young children, leading to fussing and crying.
Piaget was a Swiss scholar who began his studies in intellectual development in the 1920s.
Piaget's stages-
Bowlby believed that close emotional bonds or “attachments” between an infant and their primary caregiver is an important requirement and is necessary to form “normal social and emotional development”
Attachment Theory-
Originally the work of John Bowlby and later developed by Mary Ainsworth, is a psychological, evolutionary and ethological theory that provides a descriptive and explanatory framework for understanding interpersonal relationships between human beings.
Erikson, a follower of Freud's, synthesized both Freud's and his own theories to create what is known as the "psychosocial" stages of human development, which span from birth to death, and focuses on "tasks" at each stage that must be accomplished to successfully navigate life's challenges.
Erik Erikson
Erikson's eight stages consist of the following:

Trust vs. mistrust (infant)
Autonomy vs. shame (toddlerhood)
Initiative vs. guilt (preschooler)
Industry vs. inferiority (young adolescent)
Identity vs. role confusion (adolescent)
Intimacy vs. isolation (young adulthood)
Generativity vs. stagnation (middle adulthood)
Ego integrity vs. despair (old age)
So I chose a product that resonated with my vision in all aspects from need for design to material selection.
Product specifications...
Concept generation
Aswathy Biswas
Product Design
Major Studio Project
Raffles Millennium International, Bengaluru
Project Guide- Arjun Jayendran

Generate Concepts as per PDS.

To be continued...
Dolls and miniatures
Collectibles/promo merchandise
Physical activity-
Manipulative- Play
(Parents, in this case)
Less is more
Bottom line- The importance of keeping children safe while they play can’t be overstated.
Concept 2
Concept 3
Concept selection
Increase the life cycle of toy, make it multifunctional and long lasting.
Make it budget friendly

During this stage, toddlers will-

Show greater independence

Begin to show defiant behavior

Recognize themselves in pictures or a mirror

Imitate the behavior of others, especially adults and older children

Should be able to recognize the names of familiar people and objects

Form simple phrases and sentences

Follow simple instructions and directions.
Skills such as taking a first step, smiling for the first time, and waving bye-bye" are the developmental milestones.
Majority preferred toys that keep a child entertained, followed by an equal preference for educational value, play value and multi-function.
Agree toys have been commercialized these days
What did they least like in a toy?
Majority said the life of the toy followed by material.
Find it hard to select a toy
Majority agreed an interactive demo would help.
Whats the most important feature a toy must have?
Majority voted on safe materials, followed by play value and endurance.
Want a toy to be physically and emotionally stimulating
Would prefer toys made of natural material
Most important factor for me would be to purchase a toy that entertains them and enhances brain development.

Introduce old age toys that people used to use decades ago which helped the child along just fine instead of the many computer enhanced products that push kids towards ipads and laptops at a very young age

Some new innovation that would help the child learn and have fun at the same time would be the toy I would choose along with it being safe and budget friendly.

I think any toy designer should include fun and learning functions in a toy in order to make it memorable and worth it.

Quality kitchen sets are not available anymore. and less electronics.... more of timeless tales like fairy tale themed.

When we buy a toy things we should keep in mind are the child's age, interest, useful and mind stimulating toys.
Few of the comments parents left...
What they most preferred in a toy?
So I did a couple surveys....
Concept 1
Inspiration- Horse Rocker
Comes in friendly animal theme
Allows for storage of other toys
Rocking attachment
Wagon attachment
Inspiration- Ergonomic shape of a cheetah's body
Inspiration- Natural instinct
Comes in bright animal themes
Adjustable seat height
Ergonomic design
Natural materials
Adjustable seat height
Bike and trike
Helps develop motor skills
Helps in coordination
Additional attachments
Colors can be customized
Material Board-
Customer Choice
Concept 1
Concept 3















Concept Justification-
Highly feasible
Mass production
All features in one
Long product life
Custom color options

Final renders...

Full transcript