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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
els
cces
sorie
s
actio
n to
ys
d so
ft to
ys
nd g
ames
ty A
rticl
es
oode
n to
ys
Cre
ativ
ity
Spo
rts a
nd
Out
door
ool a
rticl
es
ant A
rticl
es
of p
rodu
cts
ains
and
ac
onal
and
a
Dol
ls a
nd
Boo
ks a
up a
nd p
art
Wo S
Sch
o
by a
nd In
fa
Ran
ge o
Tra
al, e
duca
ti
Dre
ssin
g-u
Bab
Tech
nica D
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
