In Brief

Jeffrey Björn on treating the concept of play as something that has inherent value

With Play being one of the three pillars of our conference, we would have been remiss to not have Björn Jeffery of Toca Boca back at PSFK 2015 to update us on the latest in the realm of child’s play.

Toca Boca is a children’s app developer currently exploiting the massive niches left open by traditional toy manufacturers: apps and gender-neutral toys. They reject the premise that kids should be constrained by and marketed to according to parameters they frankly don’t care about, and realize the important thing for toys is how fun and engaging they are. They also recognize the dramatic decrease in time available for children to play and the shift in paradigms toward using play as a reward, rather than a stand-alone thing of value.

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