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Enhance Product Development by Understanding
Children’s Play
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Our Process

The
problem

To enhance the product development process, gaining insights into children’s play behaviours and interactions with TOMY and competitor products was essential. This understanding would identify key opportunities for innovation and differentiation. Conducting comprehensive market research and observational studies provided detailed data on how children engage with these products. These insights allowed for the creation of products that better meet the needs and preferences of the target audience. By addressing this knowledge gap, the development team could design engaging, high-quality products that resonate with children and stand out in a competitive market, ultimately driving sales and market share growth.

The
Solution

We organised an exclusive takeover session in the Good Play Zone, enabling the TOMY team to observe interactions and engagement with their brand and products. Good Play Guide experts were present to identify key play patterns and any barriers in how children interacted with the products. Following the observation, a team debrief session was conducted to discuss noteworthy insights and observations. This comprehensive approach ensured valuable feedback, allowing the TOMY team to refine their product development strategy and create offerings that better resonate with their target audience, ultimately enhancing children’s play experiences.

The
Result

The TOMY team found the session incredibly insightful, gaining numerous valuable takeaways about how children of different ages and personalities played in a natural setting and engaged with their toys. This hands-on experience provided a deeper understanding of the diverse ways children interact with and enjoy their products, informing future product development and marketing strategies.
"Its been very well received here and the report provided some great support as we think about next steps in development."
JAMES WING
Director of Development & Project Management ​

Get in touch with our Project Lead today and find out how we can help you!

Rebecca Alfandary

Senior Account Manager

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Email
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Project Lead

Rebecca Alfandary

Email Address

rebecca@goodplayguide.com

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Marketing

We offer marketing services, leveraging expert evaluations to boost product appeal and visibility.

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Consultancy

We provide consultancy services and insights to improve product design and engagement.

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Accreditation

Expert and child evaluations in reviews make your products stand out, essential for any marketing plan.

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Research

We offer expert research services using child development specialists and real children.

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