Uplin q'14 jj lechleiter - introduction to qualcomm® vuforia™ toy recognition

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2. Introduction to Qualcomm® Vuforia™
Toy Recognition
JJ Lechleiter
Staff Product Manager, Qualcomm Connected Experiences

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Enabling
apps to see

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Digital play

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Screen time
Kids are spending less time with
traditional media and more time on mobile
devices.
Common Sense Media
Fall 2013

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Access to devices
Common Sense
Media
Fall 2013

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“We are waging war. Young children are aging out of
toys faster than ever. We are fighting age
compression. That's technology. There's no question
it's impacting us.”
Melissa Bernstein, co-founder of Melissa & Doug
The Wall Street Journal, September 3rd 2014

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Toys have gone digital

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What are consumers looking for?
Source: Icon kids & Youth. Sample: 2.500 people from 8 to 30 years old.
69% “It could be used together with an electronic device, and I don’t mind
paying a bit more for it”
78%
77%
79%
“A traditional toy were COMBINED with an
electronic device.”..
“The real toy could be CONTROLLED by
an electronic device” ..
“The traditional toy could be played together with the
electronic device.”
“I’d like it if...”

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Vuforia powered toys today

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Hot Wheels Power Port
Mattel Inc.
Source: Mattel Inc.
• Innovate existing product
• Add consumer value &
extend play
• Drive sales/diversify revenues
• Create a digital component to
the physical toy, enabling kids
to unlock digital worlds
• Downloads exceeding Mattel’s
early expectations
• Valuable usage metrics
• 70K+ downloads
Qualcomm Vuforia is a product of Qualcomm Connected Experiences, Inc. 11
Solution ResultsSituation

12. 12Qualcomm Vuforia is a product of Qualcomm Connected Experiences, Inc.
MagnaColor
AD-Dispatch Inc.
Source: AD-Dispatch Inc.
• Improve 3D glasses experience
• Personalize play
• Multiple stencils to bring
child’s creativity to life
• Social share
• Top 5 Toys in Toy Fair 2013
in New York
• In Wal-Mart, Toys “R” Us,
Target, Kmart
Situation Solution Results
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LEGO Fusion

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Different kinds of digital play
Unlocks Virtual Toys Immersive Play Record and Share

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“We don’t want
to use codes.”
“Kids will
lose the
packaging.”
“We can’t
change the
toy. It should
just work.”
“We want
kids to
play with
the toy.”
“It’s too expensive
to put electronics
in the toy.”
What are customers saying?

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Vuforia Toy Recognition
Digital content can be
applied directly to the
physical toy
Toy Recognition enables the
recognition and tracking of toys

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Vuforia Toy Recognition
Fast
recognition
Registered
Experiences
Real world
environments
Robust to
motion
Maintain tracking while
device or toy movesRecognize toys in a
cluttered kid’s room
Scan a toy to unlock
digital content
Toys come to life and can
interact with one another

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Examples of supported toys
Action figures Vehicles Buildings

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How does it work?

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Platform Anatomy
App Developer
Vuforia
Assets, Logic, Rendering
Vuforia Engine
Target
Manager
Download and bundle with app
Add Content
Reco
Images
Reco
Text
Images, Objects
Word
List
Position Content Events
Calibration
App
Vuforia
Capture App
Object Data
Web Service
APIs
Content
Content
Images
jpeg/png
Vuforia
Capture App

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Vuforia Capture App

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Target Manager

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Unity development

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Play Mode support

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Creating an app with Toy Recognition
1. Scan your toy
2.Create a database
3.Build your app

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Toy Recognition
December 2014
Apply for early access at vuforia.com/beta

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Toys Talk

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For more information on Qualcomm, visit us at:
www.qualcomm.com & www.qualcomm.com/blog
©2013-2014 Qualcomm Technologies, Inc. and/or its affiliated companies. All Rights Reserved.
Qualcomm and Vuforia are trademarks of Qualcomm Incorporated, registered in the United
States and other countries. Uplinq is a trademark of Qualcomm Incorporated. All Qualcomm
Incorporated trademarks are used with permission. Other products and brand names may be
trademarks or registered trademarks of their respective owners.
References in this presentation to “Qualcomm” may mean Qualcomm Incorporated, Qualcomm
Technologies, Inc., and/or other subsidiaries or business units within the Qualcomm corporate
structure, as applicable.
Qualcomm Incorporated includes Qualcomm’s licensing business, QTL, and the vast majority of
its patent portfolio. Qualcomm Technologies, Inc., a wholly-owned subsidiary of Qualcomm
Incorporated, operates, along with its subsidiaries, substantially all of Qualcomm’s engineering,
research and development functions, and substantially all of its product and services businesses,
including its semiconductor business, QCT.
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