Jeffrey Bjorn is making games that "parents like and kids love," addressing the issue we're facing where kids are playing less with more creatively restrictive playthings

Toca Boca is a children’s app developer currently exploring 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— surprise—how fun and engaging they are. They also recognize the dramatic decrease in time available for children to play and the shift in paradigms towards using play as a reward, ratherMaki than a stand-alone thing of value.

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