NUREMBERG 2012 MARIA COSTA - AIJU · HOW WOULD YOU IMPROVE THE PACKAGING OF TOYS? ... ins and a...

NUREMBERG 2012 MARIA COSTA

Wh l ki f ? A d h h fi di ?What are consumers looking for? And what are they finding?What are we seeing in toy packaging? What do we propose?What do we propose? What do consumers and companies think about it?In conclusion… What should we do in 2012 and beyond?

AIJU: TOY RESEARCH INSTITUTE

Private non-profit making organisation aiming to boost research development, technological innovation and competitiveness within the toy sectorcompetitiveness within the toy sector and related industries.

Founded in 1985Founded in 1985

International Collaboration withUniversities Research centres publicUniversities, Research centres, publicorganisations, official bodies, associations, private companies, SMEs

24.000 services carried out in 2011 for 2.105 companies.

AIJU is located in Ibi in the Toy Valley within the region of Alicante in the south-east of Spain

AIJU capabilities

Laboratory, Product Development EngineeringProduct Development & Rapid ManufacturingMaterials & ProcessesProduct safety

Management & InnovationManagement & InnovationAdvanced Management & OrganisationSimulation & Virtual RealityEnergyEnergyEnvironmentICToys

Training

Pedagogy - Product – MarketUser & ConsumerPsychopedagogy & TherapyMarket & Trends

PEDAGOGY, PRODUCT AND MARKET

Multidisciplinary Team Psychologists, Sociologists, Educationists, Children’s teachers, Economists, Designers, Market analysts…

CONSUMER & USERCONSUMER & USER

Work with RESEARCHWork with BUSINESSES

RESEARCHprojects

Standards for determining the SUCCESS OF A CHILDREN’SSUCCESS OF A CHILDREN’S PRODUCT AIJU’s services

PEDAGOGYHEALTH

PSYCHOLOGYneeds

YS LS

CONSUMPTION

BOY

GIR

desires

MARKETTRENDS

MARKET

7

General research aboutthe toy sector e oy sec o

A i t f iAssistance for companiesand institutions

Consumer demands & needs in toy packagingneeds in toy packaging

M k i dMarketing and communication experts: 300 packages analysed(5.66% error)( )

HOW WOULD YOU IMPROVE THE PACKAGING OF TOYS?

Too many languages

d d l fParents demand clearer informationabout what the packaging contains

Packages feature an overload of textual information. The average number of languages to appear onThe average number of languages to appear on packages is 7

l b lConsumers complain about too many languages.

Packages feature an overload of textual information. The average number of languages to appear on packages is 7 Consumer’s complain too many languageslanguages to appear on packages is 7 Consumer s complain too many languages.

Los envases están sobrecargados de información textual. El número medio de idiomas que aparece en los envases de 7. Los consumidores se quejan por que hay demasiados idiomas.

Les conteneurs sont surchargés d'informations textuelles. Le nombre moyen de langues qui apparaissent dans les paquets de 7 Les consommateurs se plaignent qu'il ya trop dequi apparaissent dans les paquets de 7. Les consommateurs se plaignent qu il ya trop de langues.

Els envasos estan sobrecarregats d'informació textual. El nombre mitjà d'idiomes que apareix en els envasos es de 7. Els consumidors es queixen perquè hi ha massa idiomes.

I contenitori sono sovraccarico di informazioni testuali. Il numero medio di lingue che compaiono in confezioni da 7 I consumatori si lamentano che ci sono troppe linguecompaiono in confezioni da 7. I consumatori si lamentano che ci sono troppe lingue.

Os recipientes são sobrecarregados com informação textual. O número médio de idiomas que aparecem em embalagens de 7. Os consumidores se queixam de que há línguas demais.

Die Behälter sind mit Textinformationen überlastet. Die durchschnittliche Anzahl der Sprachen die in Packungen mit 7 erscheinen Die Verbraucher beklagen dass es zu vieleSprachen, die in Packungen mit 7 erscheinen. Die Verbraucher beklagen, dass es zu viele Sprachen.

In publications and catalogues, on websites and packaging… a large number of symbols are used.S ti i di ti i il tSometimes indicating similar aspects.Sometimes they are hard to understand.

Approximately half of theApproximately half of the packages use icons to convey information to consumers.

Each company uses its own b lsymbols.

Discover musicDiscover music

Introduction to maths

M d l i

Auditory stimulation

Cause-effect relation

Memory and logic

Self-confidence

Tactile stimulation

Problem solving

Language development

Develops independence

Creativity

Develops motor skills

Discover and exploreDiscover and explore

Develops the imagination

Music and Creativity Social developmentCreativity

Reading and Language

p

Science

Motor skills

Logic

Mathematics

Social studies

With light and sound. Hand wash.

Size. Height, width and depth.

Age.

With dM t

Moves with music.

With batteries.

With sound.

Tunes.

Movement.

Tunes.

Global Sociability Language Manual Intelligence Imagination Emotions Sensory SpatialGlobal motor skills

Sociability Language Manualskills

Intelligence Imagination and creativity

Emotions Sensory development

Spatial orientation

Mod

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cces

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s

actio

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Cre

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Spo

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Out

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Tech

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STUDY OF EXISTING ICONS ABOUT TOYS

Technical aspects: batteries

MinilandSuperjuguete

Zapf creationMundo toys (Feloce)

JuguettosLudomecumon paperJuguettos

Play

on paper

Toy and game guideColor baby

STUDY OF EXISTING ICONS ABOUT TOYS

Technical aspects: batteries

STUDY OF EXISTING ICONS ABOUT TOYS

Technical aspects: batteries

STUDY OF EXISTING ICONS ABOUT TOYS

Technical aspects: batteries

STUDY OF EXISTING ICONS ABOUT TOYS

Technical aspects: sound

Fisher-PriceMiniland

Mundo toys

Zapf Creation(Feloce)

Bebe Due

Leapfrog

MattelMattel

STUDY OF EXISTING ICONS ABOUT TOYS

Educational aspects: Gross motor skills.

Famosa Develops motor skills

Vtech

Hasbro Develops independence

Vtech

ChiccoEspañola

Miniland

p

Ludomecumon paperon paper

FalomirJuegos

Initial search: more than 400 icons

Information on dozens of different aspects

Lack of unified criteria

Confused and stressed consumer

GINETEX - The international association for textile care labeling

STUDY OF EXISTING ICONS ABOUT TOYS

ICONTOY PROJECTPROJECTDevelopment of an unifiedDevelopment of an unifiedsystem of icons to provideinformation about toysinformation about toys

WHY CREATE A UNIFYING SET OF ICONS FOR TOYS?

TO REDUCE CONSUMERS’ EFFORTS

The consumer demands intuitive, easy-to-understand informationTh ill h i diff b l hThey will not have to interpret different symbols that

provide the same information

WHY CREATE A UNIFYING SET OF ICONS FOR TOYS?

TO REDUCE MANUFACTURERS’ EFFORTS

It facilitates communication of their products’ characteristics clearly and conciselycharacteristics clearly and conciselyIt means they do not have to dedicate time and

money to designing their own symbols

WHY CREATE A UNIFYING SET OF ICONS FOR TOYS?

Creating and disseminating a complete, well-structured set of icons about toys, will contribute to SOCIETY’S y ,UNDERSTANDING OF THE IMPORTANCE of this kind of consumer object and the extent of its benefits

PROJECTPROJECT

Partners:

Area of Visual Comunicationand Advertisement

PHASES

1 Analysis

PHASES

1. AnalysisCatalogues, packaging, websites

2. Icons creation

3. Testing gExperts

CompaniesCompanies

Consumers

LIST OF IMPORTANT THEMES THAT MAY NEED ICONSNEED ICONS

Theme category

Technical Aspects

Educational AspectsGeneral educational aspectsSensory stimulationValuesSchool content

Target group and requirements

Accessibility for disabilitiesAccessibility for disabilities

Contexts for use

Types of game

OthOthers

2 Icons creation2. Icons creation

LIST OF ICONS created by THEME

Theme category Quantity

Technical Aspects 22

Educational AspectsGeneral educational aspectsSensory stimulation

136Sensory stimulation

ValuesSchool content

6314

T t d i t 9Target group and requirements 9

Accessibility for disabilities 8

Contexts for use 5

Types of game 4

Others 6

TOTAL 90

DESIGN PROCESS

Different options and developments of each concept

3 Testing3. TestingMethodology

Companies: 150 interviews conducted with companies and business associations internationally

Consumer: 2 700 interviews (1 89% error)Consumer: 2,700 interviews (1.89% error)

France: 600 interviews (4% error)

Spain: 600 interviews (4% error)Germany: 600 interviews (4% error)Germany: 600 interviews (4% error)USA: 900 interviews (3.27 % error)

CONSUMER TESTING2,700 interviews (1.89% error)

France: 600 (4% error)

Spain: 600 (4% error)Spain: 600 (4% error)

Germany: 600 (4% error)

USA 900USA: 900 (3.27 % error)

CONSUMER TESTINGFamilies with children from 0 to 11 years old

30-50 years old parents

Different socioeconomic levels

Different regions

50% 50%

Main results?Main results?

WHICH FEATURES DO YOU CONSIDER AS THE MOST IMPORTANT IN TOYAS THE MOST IMPORTANT IN TOY

PACKAGING?

C t t?Content?CONTENT?

FUNCTIONS AND

USAGE?USAGE?

IMPORTANT ASPECTS FOR PARENTS RELATED TO THE TOY PACKAGINGPACKAGING

82%72%

64%72% 71%

France Spain Germany USA

It clearly describes the content of what is inside the box

IMPORTANT ASPECTS FOR PARENTS RELATED TO THE TOY PACKAGINGPACKAGING

61% 56%58%

39%

France Spain Germany USA

It's functions and usage are clearly understandable

IMPORTANT ASPECTS FOR PARENTS RELATED TO THE TOY PACKAGINGPACKAGING

Respondents want to know exactly what they are buying; they don’t want to have an unpleasanthave an unpleasant surprise after buying and opening the packaging.opening the packaging.

IMPORTANT ASPECTS FOR PARENTS RELATED TO THE TOY PACKAGINGPACKAGING

The percentage of the importance of what it is inside the packaging

The younger the child, the more important it is to explain p g g

vary with the age of the child. p p

functions/features well

0-5 Parents pay attention to the

6-9The child is influencing the

10+For parentsParents pay attention to the

Contents and the usage

Safety

The child is influencing the purchase

Photo of the product

For parents

Control the content (violence, sexual issues)

Target age

Educational value

HAVE YOU OBSERVED ICONS THAT HAVE PROVIDED INFORMATION REGARDING

VARIOUS ASPECTS OF THE TOY ?

AWARENESS OF ICONS IN TOY PACKAGING

65% 59%

39%39%

France Spain Germany USA

AWARENESS OF ICONS IN TOY PACKAGING

Approximately half of the respondents knowApproximately half of the respondents know that there are icons in toy packaging.

The problem is that most of them do not understand the icons.

The icons with highest awareness are related to basic safety and

li iquality issues. The required ones, that have in the market for years now

AWARENESS OF THE MEANING OF THESE ICONS

94%81% 87%

94%89%

France Spain Germany USAFrance Spain Germany USA

AWARENESS OF THE MEANING OF THESE ICONS

59%57% 61%54%

France Spain Germany USAFrance Spain Germany USA

AWARENESS OF THE MEANING OF THESE ICONS

68%68%

51%

36%

France Spain Germany USA

5%

France Spain Germany USA

WHAT ICONS WOULD BE INTERESTING TO CONSIDER IN TOY PACKAGING?

WHAT ICONS WOULD BE INTERESTING TO CONSIDER IN TOY PACKAGING?TOY PACKAGING?

7278%72

%%

53%

63%

44%

35%

2630%

29%

34%

23 24

d ti l

26%

% % 23% %

Technical aspects Batteries

Target Age The educational value

WHAT ICONS WOULD BE INTERESTING TO CONSIDER IN TOY PACKAGING?TOY PACKAGING?

47

29%

34% 31

% 26

37%

26

37% 31

%

47%

35%

S f t

%% %22

%20%

Usage

The number of players, time required to play

Content Safety

WOULD IT BE USEFUL TO CREATE A UNIFIED ICONOGRAPHY FOR TOYS?

WOULD IT BE USEFUL TO CREATE A UNIFIED ICONOGRAPHY FOR TOYS?ICONOGRAPHY FOR TOYS?

95%95% 91%86% 85%

YES YESYES YESYES YESYES YES

France Spain Germany USA

Parents with a young child (0 to 5) and with pre teenParents with a young child (0 to 5) and with pre-teen (9 to 11) are the ones who look most for icons

ANALYSIS OF THEANALYSIS OF THE ICONOGRAPHY DEVELOPED

Each icon is……Understandable?

f l?…Useful?…Suitable for representing the concept?

ANALYSIS OF THE ICONOGRAPHY DEVELOPEDIs the icon Understandable?Useful?S it bl f ti th t?Suitable for representing the concept?

ANALYSIS OF THE ICONOGRAPHY DEVELOPED

What do they have in common ?Most of these symbols contain a written Best Icons

FRANCE

yexplication (text or numbers).Some are already well spread on packaging, so

the consumer is used to them. Others are very simple ; there is no risk to

Best Icons

Others are very simple ; there is no risk to misinterpret the symbol.

Some icons convey informationGood Icons Some icons convey information succesfully, but the information is not considered relevant.

Good Icons

Some icons cannot be understood well but the i f ti i i t tinformation is very important to the consumer.

Not so good

BEST ICONS CONSIDERING THE DIFFERENT COUNTRIES

FOR CONSUMERSFOR CONSUMERS…

BETTER TO HAVE FEW ICONSBETTER TO HAVE FEW ICONS VERY WELL-KNOWN THAN AVERY WELL KNOWN, THAN A LOT OF ICONS DIFFICULT TO LEARN.

COMPANIES150 interviews conducted with companies and business associations internationally

ARE COMPANIES USING ICONS TO GIVE INFORMATION ON SOME

CHARACTERISTICS OF THEIR TOYS?

USE OF ICONS BY COMPANIESUSE OF ICONS BY COMPANIES

YES NO

76% 22% 2%

Do not answer

WHICH ASPECTS DID COMPANIES USE ICONS TO GIVE INFORMATION?

ASPECTS COMPANIES INFORMED BY USINGICONS

Age

Technical aspects

Requirements of time, participants…

Child Development Aspects

Others

Type of game

b l f d b lAccessibility for disabilities

Educational Content

C fContext of use

WOULD IT BE USEFUL TO CREATE A UNIFIED ICONOGRAPHY FOR TOYS?

WOULD IT BE USEFUL TO CREATE A UNIFIED ICONOGRAPHY FOR TOYS?ICONOGRAPHY FOR TOYS?

81% of companies view the creation of a common iconography for toys as very useful.

4%

11%81% 4

%%%81%

Agree Do notagree

n/a

CONCLUSIONS

CONCLUSIONS

We have verified withi dconsumers, companies and

experts that the creation of acommon iconography for toyscommon iconography for toyswould be very useful.

We have taken the 1st Step by studying and creating a proposal

What are the next steps?What are the next steps?

N t tNext steps

We should agree internationally on how to develop this initial proposal to make it as useful and appropriate as possible for the industry.

N t tNext steps

It is important to decide which icons we should maintain or not, which ones we should adapt…

Maximum number 15-20: Age technical requirementsMaximum number 15 20: Age, technical requirements, and maybe general child development.

N t tNext steps

Communication plan to inform the final users and the general society about the icons and its meanings.

At the same time companies should start using them.using them.

Companies and associations should collaborate in developing a project at an international level.

’ llAIJU’s experts are willing to help you with the

j t idi ll thproject, providing all the results from this i ti tiinvestigation.

If we work alone, we won’t get very far.......

...but if we all jump in together, we can achieve our aim!

20142014

Maria Costa

Miriam Morante

mmorante@aiju infommorante@aiju.info

www.sicaiju.infoj