iMAGINE THE POSSIBILITIES

PLAYING IN THE NEW ‘PHYGITAL’ WORLD

@ HASBRO

WHAT WAS A TOY AND GAME COMPANY

NOT A CANDY COMPANY

BACKGROUND & EXPERIENCE

EARLY LEARNINGS

BUILDING A TEAM

CHANGE

SUCCESS

WHAT TO COVER

INDUSTRIAL DESIGNER

TECHNOLOGIST

EX PAT

HUSBAND & FATHER

& I HAVE A CONFESSION…

ME

NOT A

GAMER

ME

INTERACTIVE TOY DESIGNER

ME

• K.G.O.Y.?

PROBLEMS IN TOY WORLD

• K.G.O.Y. - Kids getting older younger

PROBLEMS IN TOY WORLD

• KGOY - Kids getting older younger

• Toys competing with Video Games

• Technology a distraction from toys

PROBLEMS IN TOY WORLD

FEAR!!!

“If you cant beat them…

WHAT TO DO?

…join them!”

WHAT TO DO?

FURBYZAPPED GAMES LAZER TAG

WHAT WE LEARNED

HASBRO…

YOU CANT SELL

HALF AN

EXPERIENCE!!!

WHAT WORKED

PANTRY

SA

ND

WIC

H M

AK

ER

DIC

TIO

NA

RY

TRANSLATOR

GREAT

PHYSICALPLAY

+ =

WHAT WE LEARNED

GREAT

DIGITALPLAY

GREAT

SUCCESSPLAY

EN

GA

GE

ME

NT

/ T

IME

AGE IN YEARS

ACTUAL PROBLEM

EN

GA

GE

ME

NT

/ T

IME

AGE IN YEARS

OUR SOLUTION

STRATEGY

PHYSICAL PLAY

DIGITAL PLAY

PHYGITAL PLAY SPECTRUM

A BRANDED PLAY COMPANY

BRAND BLUEPRINT

BRAND BLUEPRINT

NEXT PROJECTS

1. Build a bigger better team

2. Create a mission + philosophy

3. Prepare to push water up hill

HOW

GAME DESIGNERS / PRODUCERS / SOFTWARE ENGINEERS / ARTISTS / BRANDING

DESIGNERS / PRODUCT DESIGNERS / PRODUCT ENGINEERS + UI/UX DESIGNERS

TEAM TALENT (US/UK)

NETWORK OF DEVELOPERS (GLOBAL)

Creating & delivering high quality, deeply

immersive & magically interactive

branded play experiences that combine

physical and digital mediums in new,

exciting and commercially successful

forms.

iPLAY MISSION

KIDS EXPECTATIONS – INTERACTIVE & PLATFORMS

KIDS MOVING FLUIDLY BETWEEN PHYSICAL & DIGITAL PLATFORMS

KIDS WANT TO EXPLORE OUR WORLDS, STORIES AND

CHARACTERS

KIDS WANT TO CREATE & CUSTOMIZE THEIR EXPERIENCES

CONSUMER INSIGHTS

• Team Built but no one else was ready

• Acceptance

• Misaligned Schedules

• Budgets

• Retailers – bad taste in their mouth

MORE PROBLEMS

A NEW WAY TO WORK

Integrate with brand business and design teams to co-define consumer

focused experiences & develop product and software in parallel.

Integrate with brand business and design teams to co-define consumer

focused experiences & develop product and software in parallel.

DESIGN

MARKETING

A NEW WAY TO WORK

DESIGN

MARKETING

iPLAY

Integrate with brand business and design teams to co-define consumer

focused experiences & develop product and software in parallel.

Integrate with brand business and design teams to co-define consumer

focused experiences & develop product and software in parallel.

DESIGN

MARKETING

CONFLICTING PROCESS

AGILE Vs WATERFALL

SOFTWARE HARDWARE

MOBILE GAMEPHYSICAL TOY

Waterfall Agile

Features

Quality

Time Cost

VARIABLE

FIXED

CostTime

Features

Quality

CONFLICTING PROCESS

HASBROS MISSION

DELIGHTFUL

PLAY

INNOVATIVE

TECHIMMERSIVE

STORY

ENGAGEMENT STRATEGY

DELIGHTFUL

PLAYDELIGHTFUL

PLAY

INNOVATIVE

TECHINNOVATIVE

TECHIMMERSIVE

STORYIMMERSIVE

STORY

DELIGHTFUL

PLAY

INNOVATIVE

TECHIMMERSIVE

STORY

ENGAGEMENT STRATEGY

INCREASE AWARENESS OF THE BRAND

Installs / New Users

DEEPEN ENGAGEMENT WITH BRANDS

Sessions & Retention

INFLUENCE THE SALE OF TOYS

Scanning / Connecting

BEGIN TO BUILD DIGITAL REVENUE

In-App Purchases

(You can't do 3 or 4 without 1 & 2)

EXPERIENCE OBJECTIVES

BUILD EMOTIONAL CONNECTIONS WITH OUR CHARACTERS & BRANDS

OUR EXPERIENCES…

EXPAND ENGAGEMENT WITH TOYS, GAMES & CONSUMER PRODUCTS

OUR EXPERIENCES…

DRIVE PLAYER RETENTION WITH PHYSICAL/DIGITAL EXPERIENCES

OUR EXPERIENCES…

INCREASE REVENUE AT RETAIL AND EXPLORE NEW BUSINESS MODELS

OUR EXPERIENCES…

INTERNET OF

TOYSTOYS

TO LIFE

AREAS OF FOCUS

EXPLORE CREATE CONNECT COLLECT LEARNCOMPETE

INTERNET OF

TOYSTOYS

TO LIFE

AREAS OF FOCUS

EXAMPLES

2012 FURBY 1.0 2013: FURBY BOOM

PHYSICAL PLAY

DIGITAL PLAY

PHYGITAL PLAY SPECTRUM

HATCH EGGS NURTURE FURBLINGSLAY EGGS

COMPULSION

CORE PLAY LOOP

FURBY SHOWER FURBY DOCTOR MINI GAMES: SOCCER/HIDE+SEEK

PHYGITAL PLAY

FURBY BATHROOM

SURPRISE + DELIGHT

FURBY BATHROOM

SURPRISE + DELIGHT

DOWNLOAD

FREE APP

PLAY THROUGH

THE GAME

PURCHASE A

+$50 TOY

ENGAGEMENT STRATEGY

DOWNLOAD

FREE APP

PLAY THROUGH

THE GAME(To get the golden Furbling)

PURCHASE A

+$50 TOY

ENGAGEMENT STRATEGY

UPSELL VIDEOS IN-GAME ADS GIFT MECHANISM

ENGAGEMENT STRATEGY

ENGAGEMENT STRATEGY

UPSELL VIDEOS IN-GAME ADS GIFT MECHANISM

FURBY BOOM

FURBY BOOM

ENGAGEMENT STRATEGY

+1M FURBLINGS SOLD

DELIGHTFUL

PLAYDELIGHTFUL

PLAY

INNOVATIVE

TECHINNOVATIVE

TECHIMMERSIVE

STORYIMMERSIVE

STORY

DELIGHTFUL

PLAY

INNOVATIVE

TECHIMMERSIVE

STORY

STRATEGY – WORKING

PHYSICAL PLAY DIGITAL PLAY

1. Scan or choose a

pet

2. Play an activity

3. Level-up your pet!

4. Earn virtual

rewards

5. Design it your way

6. Level-up the Pet Shop

LPS YOUR WORLD TRAILER

TRANSFORMERS Robots In Disguise:• BATTLE/BRAWLER

• COLLECT & SCAN IN BOTS

• UNLOCK WEAPONS

• BATTLE SOME MORE

• SAVE THE CITY

TRANSFORMERS TRAILER

MY LITTLE PONY TRAILER

EQUESTRIA GIRLS

MOBILE:• CREATE AVATAR

• EXPLORE CANTERLOT HIGH

• SCAN IN CHARACTERS

• COMPLETE QUESTS

• MAKE FRIENDS

EQUESTRIA GIRLS TRAILER

FURBY BOOM YOUR WORLD ROBOTS IN

DISGUISE

FRIENDSHIP

CELEBRATIONEQUESTRIA

GIRLS

10%CONVERSION(GLOBAL)

20%USER SCANNING(GLOBAL)

20%USER SCANNING(US/UK)

10%USER SCANNING(US/UK)

10%USER SCANNING(US/UK)

+ 40MM INSTALLS+3 MM MAU’S (October ‘15))

PORTFOLIO PERFORMANCE

DATA

iNTERACTIVE

iNNOVATIVE

iNTEGRATED

iNFORMED

iNSPIRED

MERCI BEAUCOUP