Preface: I watched three great presentations about kids over the past few weeks. The first at Fjord’s MobileCamp London; was mobile focused. The second, at Brandlicensing Expo 2007 was about preschoolers and their relationships with branded/licensed toys. The third was Marc Presky’s plenary presentation at Handheld Learning 2007 on kids, technology and learning.
All three presentations were—in some way—about play and discussed (directly or otherwise) many of the reasons technology is so compelling to children. The similarities and contrasts in these presentations; despite their differing audiences and subject matter were also interesting.
Talk 2: Gary Pope from Kids Industries spoke about the interaction of preschoolers with branded/licensed products.
Once again…lots of paraphrasing but the original presentation is available for download on the Kids Industries web site.
What games did you play as a child? What games do kids play today?
[Interesting that the audience replied with actual games like hide and seek, building stuff, playing 'house'/'adventure', puzzles, as what they used to do but the names of brands (Nintendo, Barbie, Playstation etc.) as what kids do now.]
But ignoring the brand names for a moment, do kids still play other games? Yes they do—just maybe in a different way [with technology and brands as enablers or point of inspiration.]
Why are children different from adults?
The Developmental Superhighway. [Picture of a highway with 4 cars—one social, emotional, physical, cognitive.] It’s a way for us to remember why we’re all different. The highway is analogous with the development of a human being. Each child has four lanes on his/her highway. Each lane represents one of the four key developmental aspects that we should all be considering whenever we make product for children. When we are born the cars in each of the development lanes race off…but some move more quickly that others. Some of us become more social and emotional, or cognitive. This affects life experiences. And this is why we’re all different because we each encounter different things and learn how to deal with them at different stages.
As they grow, kids explore (try out…) different personalities…then eventually, settle on the one that feels most like them. Their development also affects the way they perceive the world around them. [Goes on to give a variety of examples of things that kids will see differently than adults. The ability to decipher (or not) an abstract representation of a very common thing (a face), an experiment to assess kids' perception of volumes of liquid in a container (flip the container over and the water rises since the bottom of the bottle is wider than the top...is there still the same amount of water in the bottle?), the ability/inability to perceive differences in colour based on contrast or luminance levels etc.]
Products designed for children should aim for the zone of Proximal Development (the space between what they ‘can do’ and can’t do’. The area just above their developmental age.)
“The child’s Needstate is for product and service offerings which enables exploration at the very boundaries of a child’s abilities–cognitive, social, emotional and physical”.
Products that connect with kids address a common need—power. “Products that connect with children [do so] because they resonate so very deeply with the emerging adult human being.” Kids are always being told what to do. A very natural need…to leverage what power they do have. Effective socialization, development of peer groups (second only to family) are fundamental to success in life.
“The Need is for product and service offerings that enable the children to socialise effectively in the 21st Century living.” [Technology is a huge enabler in this respect—gives kids power to create and negotiate relationships, maintain peer groups, assert creativity etc.]
“In the new experience economy, companies must realise that they make memories, not goods” (Joseph Pine, 1998.) “The reason for the existence of a product is to offer an experience. Children (and adults) only truly learn through experience. Children need to make meaning to connect. Compelling products allow children to connect with it on their terms. “This is a complex process reinforced by the ability of a product to retain attention, allow the child to become engaged and create memories.
Children identify with branded characters in 4 ways.
- Reflective: the character is like them.
- Emulatory: they aspire to be the character.
- Nurturing: they want to take care of the character.
- Disidentification: they identify with darker elements and begin to make sense of what this means for them.
And what is Play?
- An end to itself.
- Freely chosen
- Pleasurable
- Non-literal (make believe is always present in some way)
- Actively engaged – physically and psychologically
Is play with branded toys bad for children?
What makes a character ‘traditional’ vs ‘licensed’ [Is it how it looks? Primitive vs high design/production values? Where does culture enter in? Can a traditional looking thing in one culture look more commercial in another?]
Naysayers say branded toys are not creative, bring advertising into the home, compel kids to imitate rather than imagine, don’t engage parent. Is this really true? Branded toys are often the point of inspiration. Bring fully formed characters into the child’s play but from there…play takes over. Barbie, Star Wars and Sponge Bob can co-exist in a storyline that has nothing to do with the brand but is enhanced by favourite characters and scenarios.
“There is no such thing as Traditional or Licensed toys as far as children are concerned. There are only good toys and bad toys.”
Goes on to discuss the different types of play: solitary, socio-dramatic, parallel, associate, cooperative, constructive, dramatic and character play. Also provides a charming photo of his daughter’s favourite pocket-toys—all licensed characters—taken on a family trip to the London Eye. The toys were carefully arranged within the observation capsule for an inspiring view of London and participated in the family outing. Would this experience created by a small child deciding to take her ‘friends’ along on a family outing have been any more or less meaningful had these been ‘no-name’ characters or toys?
It’s also worth noting—for those who find this talk a bit too marketing focused that Gary also appealed to brand owners to stop packaging these toys in such an un-sustainable manner. We could easily berate the tech/electronics industry in the same manner for all the overpackaged dongles, flash drives and USB connectors.
[I tend to agree with Gary's perception of licensed and overtly branded toys. As an adult, I have a variety of branded characters on my desk—accumulated over the years and carried around the world every time we moved. Some of these toys attracted me because of the design but the fact that many of them have stories behind them have great appeal and are integral to my affection for them. From a kids' marketing point of view, there is still the huge issue of the pressure created by advertising for parents to buy these toys. There also seems to be a bit too much personal identity wrapped up in having 'cool stuff' whether this is a branded toy, or an iPod. I don't think however that this is totally limited to kids. I would suspect that adult, early-adopters of technologies, brands and pop culture (the three are pretty much intertwingled at this point) suffer from the same pressures at times. Still, should we be exposing youngsters to this pressure.
Many thanks to Gary from Kids Industries for sending me a copy of his presentation to use as backup to my notes.]