In this video, Bjorn Jeffery talks about the necessity of research when producing a new creation, and the overwhelming value of play.

At PSFK CONFERENCE 2014, Bjorn Jeffery, CEO and Co-Founder of  digital toy company Toca Boca spoke to the audience about his journey to create his business from the moment of conception all the way to 67 million users in just three years. Toca Boca has surpassed Disney in digital downloads, and Jeffrey believes this was possible because his team did their homework before setting out to create things.

Jeffery stayed on top of tech world rumors and made business preparations in case those rumors turned out to be true. When he heard a “big iPhone” was coming out, he guessed it would be successful and decided to design something for it.  After the iPad was released, he saw children taking control of them as an entertainment device, so looked up some of history's most successful toys to consider ways to make them digital. Making his toys gender neutral and global was a top priority, and after extensive research and play-testing he had a set of strict guidelines to adhere to when creating these products. He took the ideas he already come up with and made them compatible with current technological innovations, something he advises every would-be-inventor to do. Watch Jeffery’s entire talk, and check back as we share more presentations from the inspirational day.

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