Techno Source produces toys that contain electronic and web-based components. One of their high profile launches has been a line of interactive jewelry powered by “Clickables” technology in partnership with Disney’s new Pixie Hollow MMO game. When a child buys Clickables jewelry it unlocks virtual goods in the game. What makes this offering special is that kids can share these virtual goods by touching the jewelry together in the real world. Ginny McCormick, interactive director at TechnoSource, was recently interviewed by Virtual World News and shared insights into a very interesting “Web Meets World” product.
Creativity as a game mechanic
“And there’s something incredibly appealing about creating your own fairy. I’ll laugh about it with my husband: I need to do something for work, and I’ll be stuck designing a fairy for hours. There’s something magical about that process and girls really get excited about it.”
Games don’t have to be about killing monsters or racing cars. A well built tool that allows people to easily design something can be more fun and rewarding than a traditional first person shooter or racing game.
Social Networks: Facebook and Face-to-face
One of Ginny’s observations is that parents limit their children’s playtime online. In order to keep kids engaged with their brand they create offline value which allows kids to interact online or in the schoolyard. The jewelry approach is also a great way to build virality into the product since the girls will be showing it off to friends.
Enhance existing behaviors, don’t try to create new ones
“At Techno Source we always look with technology for ways to take classic play patterns that have engaged girls for decades and make them better. It’s not changing the way girls play, but using technology to enable those.”
Can toymakers build great virtual worlds?
“It depends on the toy, but building a virtual world is a full time job. It’s a mix of a lot of disciplines. One of the best things is that virtual worlds are constantly changing and evolving. Toys are manufactured and shipped in the box. I think one of the reasons Clickables are successful is that we can make updates very quickly. What’s physically programmed is a very minor experience. We have a whole lot that we can change and keep up to date.”
This is an important point. The major toymakers have become expert at offshore manufacturing, IP licensing, and television advertising at the expense of invention. These activities are invaluable, but don’t get at the core of fun which is part of the reason video games have hurt the toy industry. These new technology companies get that customers want fun, irrespective of how it is delivered, and it is often by playing with friends. Tech focused toy companies are helping kids connect rather than focusing on injection molding and 30 second commercials.
Games add long term value to toys
A lot of parents I know complain about their kids discarding toys quickly. Even something special like a Build-a-Bear custom bear might be cast aside after a few days or weeks. By adding a component that encourages repeat use and regular playtime toys gain an extra lease on life.
New shopping paradigms enabled by technology
“For example, at Toys “R” Us we have a Clickables point-of-purchase display. If you’re in the girls aisle, you’ll see a display with a Clickables sensor on it. Girls can touch their bracelet in the store and unlock something in Pixie Hollow. Because of the way the technology works, in theory we could change what’s unlocked on a weekly basis so girls are always getting something new and exciting and relevant”
This could be a great win for struggling toy retailers. It would make sense for them to create a “private label ” offering where they can make their stores destinations for new content.
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