Created by Martina Sly, Grace O’Brien, Danielle Limcaoco & Mimi El-Khazindar

Design Challenge: What is the future of play?

User Group:

Our user group is children with two high-income working parents. The number of two working parents is increasing – currently, according to the Pew Research Center, 60% of families are dual income households. Because this user group is expanding, they will have a growing role in shaping the future of play.

But why specifically high income parents? These families have more disposable income, and are more able invest in things they think will help their kids thrive. Things such as toys.

Insights:

High income working parents use toys to curate their image of perceived good parenting the same way people curate their social media image through strategic posts. To them, toys can reflect good parenting. Additionally, through our interviews, we learned that two working parents have to display this good parenting most during organized play dates. Two working parents frequently schedule play dates for their kids. They’re busy, and can’t watch their kids all the time. During the first play date, all parents assess each other’s values and compatibility. If they aren’t a good fit, they won’t reschedule.

What does it mean to be a good parent?

Well, it has changed over time…

In the mid 1900s, parents let their child grow independently. There were no instructions about how they should play. They wanted their child to make mistakes and mature on their own. The pogo stick, a pretty unsafe toy, was popular during this time. Radio Flyer had a wagon named: Streak-O-Lite. This wagon was had a steering wheel inside for the child to drive it on their own.

In the 2000s, the term helicopter parent came into play. They wanted to control every activity and organize their kids lives to maximize productivity and safety. Kumon was a popular activity during this time. Radio flyer had The Ultimate Family Wagon. This wagon is made out of plastic, requires a parent to initiate play, and has a sunroof to provide extra protection.

Now, there is a new type of parent, which we’ve named the gardener parent. High income working parents want to plant the seeds for success by giving them the right toys that help them grow and play independently. They want their children to become successful. Planting these seeds is especially difficult because they can’t be there to continually ensure their children’s day is filled with value, so they are more conscious of the environments they curate.

Conflict of Interest:

There was a clear distinction between the frames of what makes a good toy in the eyes of the children vs. the parents.

Parents VS. Kids

Parents are buying toys that they think are valuable, but these toys don’t always align with what the kids actually enjoy and need.

Needs:

Parents need to…

  • Curate an environment for their kids to be successful.

  • Prove to themselves and others that they are giving their children toys to benefit their growth and development.

  • Keep their kids productively entertained and engaged during their free time.

Kids need to…

  • Feel inspired to have creative independence through play.

  • Create their own rules and stories while playing.

  • Remain constantly excited with their toys.

How can Radio Flyer align these differing needs?

Solution:

We created a solution that brings in two popular toy trends. The first, is a subscription-based business model, made popular through brands like Bookroo. The second is Nintendo Labo, which uses cardboard to augment play through simple crafts, encouraging making.

This led us to create the Radio Flyer Adventure Kit – the perfect playdate toy!

This solution provides kids with a monthly Adventure Kit subscription. Each month the toy becomes new and exciting again. Children get cardboard crafting kits, that can be assembled to turn their wagon into something new: a ship, a lemonade stand, a rocket, or even a castle. It’s the perfect playdate toy for parents. Parents will love watching their children build and be creative through play. And it’s also a toy kids will fall in love with – the kids can mix and match pieces over the months, and let their imagination run wild. It doesn’t prescribe a narrative or set of rules that kids have to follow while playing – the kit ignites their creativity.