ASOBI

Play in every language

Play in every language - A graduate thesis

ROLE

Graduate Thesis

TIMELINE

12 Weeks

DELIVERABLE

Functional Prototype

The Modern Toy Industry

The modern toy industry is struggling to engage children in meaningful play and screens have filled the void. Media franchising is dominating the industry with over a third of the US market consisting of brands that prioritize sensorial stimulation and eye catching designs. Products are limited in scope and restrict creativity to encourage high product turnover by pushing the 'next big thing'.

Higher product turnover may be appealing from a business strategy, yet it quickly leads to a sense of overstimulation at home. Studies have linked higher quantities of toys in the home to negative developmental outcomes, an all too likely occurrence when bad toys lose their appeal quickly.

The "IKEA Effect" may help revitalize the toy industry, capitalizing on the cognitive theory that individuals place disproportionally higher value on products they have partially created themselves. Research consistently demonstrated that participants assigned significantly higher monetary and affective value to self-assembled objects compared to identical pre-assembled versions.

Taking from education models like Montessori, Waldorf, and Magda Gerber, new toys can encourage natural curiosity in a safe environment (Waldorf) while allowing for varying levels of complexity that scale with age (Montessori) all with the foundation of manipulating concrete materials (Magda Gerber).

Progressive Design

By designing a product or system in a way that allows the user to dictate the scope of play and manipulate the world around them, toys can take on a new, more sustainable life, breaking down existing standards and limitations of the toy industry through productive play.

The first of these systems (above left) is inspired by the functionality of a popular construction toy called Lincoln Logs. Based on the assembly methods of log cabins, Lincoln Logs used a basic slotting technique to assemble simple and recognizable structures. An early model of the first system showed promise in vertical construction and prompted a need to think laterally, hence the connector pieces.

The second of these systems incorporated a more abstract and three dimensional element largely in part due to the geometric forms. Early versions of this system sought to utilize a sliding attachment method via a male/female interference fit, but by happy accident the same pieces allowed for a snapping mechanic. The snapping turned out to be simpler for assembly and, in large part due to the great sound that it would make, significantly more satisfying.