Friday, September 26, 2008

Don’t Forget Traditional Non-Tech Toys

  • Over 3 in 5 Tweens agree that toys are necessary to have fun (62%).
    When naming their favorite toys an actual brand/toy name is mentioned
    nearly two thirds of the time (67%) with Tweens are more likely than
    teens to mention a brand/toy name (74% Tweens vs. 65% Teens). When
    specific brands are looked at, the top two favorite brand mentions are
    toys with no batteries or electronic technology.

  • Probably not surprising, imagination, challenge and ease of use
    outweigh the desire for social and learning aspects of toys. For Tween
    girls it is important that toys are fun (88%), easy to use (78%), and
    makes them use their imagination (69%). For Tween boys it is
    extremely/very important that toys are fun (93%), makes them use their
    imagination (66%), and are challenging (61%).

  • Boys and girls differ in what they value in play experiences. Tween
    boys like the challenge of playing with their favorite toy (Tween boys
    21% vs. Tween girls 11%). Tween girls like the ability to play with
    their favorite toy in different ways (Tween girls 22% vs. Tween boys
    16%). When asked what they enjoyed most about playing with their
    favorite toy, the top five responses reported were fun (22%), variety
    of ways to play (22%), pretend role play (20%), creativity and
    building (16%), and imagination (13%).

What Is Creativity?

People tend to think of creativity as a mysterious solo act, and
they typically reduce products to a single idea: This is a movie about
toys, or dinosaurs, or love, they’ll say. However, in filmmaking and
many other kinds of complex product development, creativity involves a
large number of people from different disciplines working effectively
together to solve a great many problems. The initial idea for the
movie—what people in the movie business call “the high concept”—is
merely one step in a long, arduous process that takes four to five

A movie contains literally tens of thousands of ideas. They’re in
the form of every sentence; in the performance of each line; in the
design of characters, sets, and backgrounds; in the locations of the
camera; in the colors, the lighting, the pacing. The director and the
other creative leaders of a production do not come up with all the
ideas on their own; rather, every single member of the 200- to
250-person production group makes suggestions. Creativity must be
present at every level of every artistic and technical part of the
organization. The leaders sort through a mass of ideas to find the ones
that fit into a coherent whole—that support the story—which is a very
difficult task. It’s like an archaeological dig where you don’t know
what you’re looking for or whether you will even find anything. The
process is downright scary.

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