Child development doesn’t change, but its context does. Where do new digital playthings – and those that combine digital and physical elements – extend or enhance classic play patterns, and what happens when they try to impose new ones? If you have a trusted toy brand and want to make it digital – or a trusted digital brand and want to develop physical products – what is the ‘conversion’ process? What questions do you need to ask, and what are the dos and don’ts for ensuring that what you make is aligned with development, intuitive or easy to use, fun, and makes best use of form and functions? Presented by David Kleeman, SVP Global Trends, Dubit, at Children's Media Conference, Sheffield, UK, July 2017

1. Confidential - Dubit
Play Patterns in Digital
David Kleeman, SVP Global Trends

2. Confidential - Dubit
Child development doesn’t change,
but its context does.

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4. Dubit - 4
Swipe the screen (e.g. to change photos, turn the ‘page’ of an e-book)
Trace shapes with their fingers
Drag items across the screen
Open their apps
Draw things
Tap the screen to operate commands
Exit apps and enter other apps
Drag items and trace shapes
Turn the device on and off
Increase or decrease the volume
Use learning apps
Unlock the device
Use creativity apps
Take photos
Click on a cross in a box to get rid of a pop-up
Use gaming apps
Enlarge or decrease the size of objects by pinching and dragging
Show others e.g. siblings how to use the device
Use video apps
Use reading apps
Make videos
Find new apps in the app-store / market place
Purchase new apps in the app-store / market place
0% 20% 40% 60% 80%
16%
24%
22%
40%
44%
50%
50%
56%
59%
60%
61%
58%
64%
65%
66%
69%
69%
72%
73%
75%
72%
75%
76%
13%
14%
15%
18%
25%
23%
25%
28%
28%
33%
32%
37%
32%
33%
40%
36%
40%
43%
43%
44%
45%
44%
54%
0-2 3-5
Tablet Use: Able to do unassisted
Source: Dubit/University of Sheffield - February 2015. DQ1 We want to understand how comfortable your child is using a tablet. (Base 2000)

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The best toys are 90% kid,
and only 10% toy

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In the Toy Hall of Fame

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And Digital Equivalents

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And Digital Equivalents

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And Digital Equivalents

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Familiarity in a Crowded Marketplace

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Brand Overload
Number of brands mentioned by age (De-duplicated)
Toys
Apps
TV shows
246 141 133 143 135
342 119 152 186 172
345 108 154 188 195
Source: Dubit Trends. (Toys) BQ1. Name three toys; (Apps) BQ2. Name three game apps; BQ12c. Name three video apps; BQ4. Name three messaging apps; (TV shows) BQ7. Name three TV shows that you like the most right now
(Base: Germany Wave 4 500 127 (2-4), 124 (5-7), 128 (8-10), 121 (11-15))
Total 2-4 year olds 5-7 year olds 8-10 year olds 11-15 year olds

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Longer Tail, Fatter Head
0%
15%
30%
Mar 2015 Mar 2016
1005 1129Number of different brands
Top 5 brands (market share) 11.9% 13.3%

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acceptable
not acceptable
Is played by
parents
Never played
by parents
Benefits child
Doesn’t benefit child
The Trust Zone

14. Dubit Trends Wave 6 (UK) 14
2%
7%
3%
3%
3%2%
3%
15%21%
26%
17%
18%
47%
5%3%
3%
5%
7%
4%
6%
6%
3%
3%
2%
5%5%
4%
5%
9%
2%
3%
14%
7%
6%15%
4%2%6%
5%8%
6%5%3%4%
6%6%
4%5%16%13%
Watch on a TV show/series Watch online Watch on DVD As a movie/film As a video/computer game As a gaming app
An app that isn’t a game (e.g. stories, songs, etc) A book A magazine A toy A board game Music
Event (e.g. exhibition, live show) Theme Park Attraction
Brands originating in toys - Total sample
Cross-platform consumption
Source: Dubit Trends. BQ14. We are going to show you a selection of toys, games, apps, TV shows and books, for each one we'd like you to tell us how you enjoy them?
(Base: Wave 6 UK 1119)

15. Dubit Trends Wave 6 (UK) 15
3%
2%
1%
3%
2%
2%
3%
3%
3%
3%
8%11%
7%
4%
3%
3%
4%
3%3%
3%
3%
4%3%
3%
3%
3%
14%
10%
8%28%
17%
15%26%
9%18%
10%
24%
7%
9% 5%
10%
4%
5%
5%4%4%7%
7%
4%
15%6%
Watch on a TV show/series Watch online Watch on DVD As a movie/film As a video/computer game As a gaming app
An app that isn’t a game (e.g. stories, songs, etc) A book A magazine A toy A board game Music
Event (e.g. exhibition, live show) Theme Park Attraction
Brands originating in digital - Total sample
Cross-platform consumption
Source: Dubit Trends. BQ14. We are going to show you a selection of toys, games, apps, TV shows and books, for each one we'd like you to tell us how you enjoy them?
(Base: Wave 6 UK 1119)

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Converting an Existing Brand to Digital

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Audience
Expectations,
Culture,
Consumption
Technology
Gaming,
UGC,
Social
Brand
Source,
Adaptations,
Feasibility
Three Key Lenses
• Who are our target audiences - traditional and new?
• What do our audiences knows about the brand?
•What do traditional audiences love about the brand?
• Why does extending to new platforms add?
• What does extending to new platforms disturb?
•What heritage properties must be kept and left behind?

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Components
Personality
Essence
Targeted Change

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Bob the Builder: Classic Play, Digital Platform

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Kart Kingdom: Move, Play, Build, Collect

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Step 1: Set-up
Bringing Classic Play to Virtual Reality
Step 2: Acclimatisation Step 3: Comfort
• Limit play area
• Pace dictated by player
• Encourage exploration
• Mini-games to focus
• Easter eggs for delights
• Easy to describe actions
• Transitional objects / narrative
• Intuitive control systems
• No fail

22. Confidential - Dubit
Thank you!
David Kleeman
SVP Global Trends
david.kleeman@dubitlimited.com
@davidkleeman
312-371-4921
Facebook:
“Children & Media Professionals”