Archive for the 'Learning Games' Category

Children’s Conferences for 2016

Wednesday, December 2nd, 2015

Photo of a conference hall

Our great big list of kids conferences for 2016 is ready to be released! It’s a compilation of major events that touch on different areas of the children’s media world. Apps, toys, eBooks, education, television, video games, and more. A similar list was created last year at this time for 2015 conferences. The 2016 list is now available in two flavors. The first is a PDF doc that sorts events chronologically. The second PDF segments conferences by media type, or focus.

You may be asking yourself, “Is every children’s media event included on this list?” The answer is no. There are 68 events listed here and you could easily add hundreds more. However, the conferences included tend to be among the biggest or best known events in their specific area of focus.

A few notes about what’s new in our conference list since last year:

  • Conferences related to virtual reality and augmented reality were added as this business sector is heating up fast. These events are not specifically child focused, but is an area worth watching as it could offer new opportunities with children’s media down the road.

  • One digital video conference, VidCon, was added as more and more kids watch digital videos on mobile devices. Another event to look for is YouTube’s Brandcast, which at the time of writing has not publicly announced a date for 2016.

  • Two big children’s research conferences, Society for Research in Child Development (SRCD) and the Cognitive Development Society (CDS) are biennual events, and 2016 is an off year for each. See you in 2017!

  • The iKids event from Brunico has been folded into their annual Kidscreen conference.

  • Early Education & Technology for Children (EETC) has been folded into the National Association for the Education of Young Children (NAEYC) annual conference.

  • Also not included at the time of posting, Common Sense Media and Vicky Rideout should have a Zero to Eight media use report out sometime in 2016. An event date has yet to be announced but I’m told to look for it later in the year.

If you know of other events not included on our list that could be of benefit to the children’s media community, please do share a comment below, complete with the event name, date(s), location, and URL. Thanks for your help, and I look forward to seeing you at a future event!

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A Year of Children’s Conferences

Tuesday, November 11th, 2014

Photo of a conference hall

Where do you go to stay smart in the kids interactive industry? What conferences keep you on top of your craft, while also helping you grow your network? What events are vital to attend to learn the latest trends? There are so many conferences these days which ones are right for you? Look no further, here’s a compiled conference list to get you started! It covers areas of the children’s interactive media business like toys, eBooks, video games, children’s television, apps, play, research, consumer products, and more. The list below covers most of the big US and international shows in 2015, and just a few important smaller events.

You can download a PDF copy of this list here. Let us know what you think. Which events do you attend? What speakers draw you to an event? If there’s an event that’s not on this list, and you think it’s important, please let us know in the comments below.


# Conference w link Location Date(s) Focus
1 Consumer Electronics Show (CES) Las Vegas, NV 1/6-9/15 Hardware, tech
2 Kids@Play Las Vegas, NV 1/7/15 KidTech
3 Hong Kong Toys & Games Fair Hong Kong 1/12-15/15 Toys
4 Digital Book World New York, NY 1/13-15/15 eBooks
5 FETC Orlando, FL 1/20-23/15 Ed tech
6 PAXsouth San Antonio, TX 1/23-25/15 Gaming
7 Nuremburg Toy Fair Nuremburg 1/28-2/2/15 Toys
8 NY Toy Fair New York, NY 2/14-17/15 Toys
9 Digital Kids Conference New York, NY 2/15-17/15 KidTech
10 Kidscreen Summit Miami, FL 2/23-26/15 Broadcast, Children’s TV
11 iKids Miami, FL 2/26/15 KidTech
12 Game Developers Conference (GDC) San Fran, CA 3/2-6/15 Gaming
13 PAXeast Boston, MA 3/6-8/15 Gaming
14 SXSWedu Austin, TX 3/9-12 2015 Education
15 SXSW Gaming Expo Austin, TX 3/13-16/15 Gaming
16 SXSW Interactive Austin, TX 3/13-17/15 Interactive
17 SXSW Music Austin, TX 3/17-22/15 Music
18 Society for Research in Child Development (SRCD) Philadelphia, PA 3/19-21/15 Research
19 Sandbox Summit Cambridge, MA 3/22-24/15 Play
20 Dust or Magic Masterclass Bologna 3/25/15 eBooks
21 Bologna Children’s Book Faire Bologna 3/30-4/2/15 Books
22 Early Education & Technology for Children (EETC) Salt Lake City, UT 3/15 Early ed, edtech
23 London Book Fair London, UK 4/14-16/15 Books
24 Games for Change New York, NY 4/21-23/15 Serious games
25 Dust or Magic eBook Retreat Honesdale, PA 4/15 eBooks
26 PlayCon Scottsdale, AZ 4/29-5/1/15 Toys
27 Software & Information Industry Association (SIIA) San Fran, CA 5/3-5/15 Ed tech
28 Maker Faire Bay Area San Mateo, CA 5/16-17/15 Maker
29 Book Expo America (BEA) New York, NY 5/27-29/15 eBooks
30 AppCamp Pacific Grove, CA 5/30-6/2/15 Children’s Apps
31 “Content in Context (CIC, AAP) Wash DC 6/1-3/15 Ed publishing
32 NAEYC Professional Development conference New Orleans, LA 6/7-10/15 Early ed
33 Licensing Expo Las Vegas, NV 6/9-11/15 Licensing
34 Digital Media & Learning (DML) LA, CA 6/11-13/15 Ed tech
35 E3 LA, CA 6/16-18/15 Gaming
36 Interaction Design & Children (IDC) Medford, MA 6/21-24/15 Research
37 International Society for Technology in Education (ISTE) Philadelphia, PA 6/28-7/1/15 Ed tech
38 Children’s Media Conference (Professional) Sheffield, UK 7/1-3/15 Broadcast
39 Playful Learning Summit Maddison, WI 7/7/15 Serious games
40 Games, Learning & Society (GLS) Maddison, WI 7/8-10/15 Serious games
41 ComicCom San Diego, CA 7/9-12/15 Entertainment
42 International Reading Association (IRA) St. Louis, MO 7/17-20/15 Education, reading
43 Serious Play LA, CA 7/15 Serious games
44 Casual Connect San Fran, CA 8/11-13/15 Gaming
45 Burning Man Black Rock Desert, NV 8/29-9/5/15 Art, mind
46 Digital Kids Summit San Fran, CA 9/15 KidTech
47 World Congress of Play San Fran, CA 9/15 Toys
48 Maker Faire New York New York, NY 9/26-27/15 Maker
49 MIP Jr. Cannes, France 10/2-4/15 Children’s television
50 MDR EdNet Atlanta, GA 10/4-6/15 Ed tech
51 MIPcom Cannes, France 10/5-8/15 Television
52 Fall Toy Preview Dallas, TX 10/6-8/15 Toys
53 Meaningful Play East Lansing, MI 10/15 Serious games
54 CineKid Amsterdam ~10/18-22/15 Interactive
55 Dust or Magic Lambertville, NJ 11/1-3/15 Kidtech, children’s apps
56 NAEYC Annual Conference TBA 11/15 Early ed
57 ChiTAG Chicago, IL 11/20-23/15 Toys
58 SIIA Education Business Forum New York, NY 12/15 Ed tech
59 Star Wars Episode VII release US 12/18/15 Entertainment

NOTE: Items highlighted in red indicate specifics about an event that have yet to be announced as of 11/10/2014.

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Breaking New Ground

Tuesday, June 17th, 2014

Summer 2014 cover of iKids Magazine for the story Breaking New Ground.

The following is a cover story I wrote for the Summer 2014 issue of iKids Magazine.

In this blog version of the article I’ve included some additional information that didn’t make it into the magazine. I originally wrote this piece to discover what elements help a kidtech business succeed, and what part does geography play, if any, in the growth and success of that business.

I also wrote this piece because I’m exploring larger business ideas in the kidtech space. If you’re a like-minded entrepreneur or investor interested in engaging kids through the latest technology or digital device, send me an
email
. I look forward to having a future conversation with you.

Note, dollar amounts mentioned in this article represent US or Canadian dollars, depending on the country being discussed.


In this developer’s eye view of the North American children’s tech startup landscape, 360KID founder Scott Traylor finds flourishing life—and dollars—in some pretty exotic places beyond New York and San Francisco. You may never look at Pittsburgh the same way again.

As a Boston-based developer of children’s games, I’m well aware of life outside the confines of San Francisco and New York. Of course, many kidtech startup businesses can be found in these two cities, with Toca Boca, Duck Duck Moose, Fingerprint, Curious Hat, Wanderful, Launchpad Toys and ToyTalk all dotting the Bay Area. And Tinybop, Hopscotch, Ruckus, Speekaboos, Hallabalu and MarcoPolo—to name a few—having set up shop in the Big Apple.

In terms of venture investments, in the last five years in San Francisco and New York City alone, venture organizations closed more than 3,300 business deals in Silicon Valley to the tune of $31.5 billion. New York saw more than 1,200 deals close with more than $8 billion invested. However, only the tiniest sliver of these investments went to fund kidtech business. Less than two-tenths of one percent, or $52 million, has been invested in kid-based technology companies in San Francisco in the last five years. An even smaller amount, just under $34 million, was invested in New York City during the same period. The capital is there, no doubt, but it’s not necessarily flowing in the direction of kid-centric businesses.

A closer look at thriving startup communities specifically in Boulder, Colorado, Pittsburgh, Pennsylvania, and Kelowna, Canada, have offered refreshing insight into what it takes for a kids tech business to grow and succeed. Business success in the kids space isn’t simply an entrepreneurial stew made up of creativity, talent and perseverance. It’s about access to capital, and it also has a lot to do with where you start your business geographically.

While the following new companies run the gamut from products to service-based in the areas of apps, eBooks, programmable robots and related interactive media, common threads across these three cities in which they are housed include a willing investment community, a local ecosystem that supports new business, entrepreneurial events that encourage business leaders to exchange ideas, and local universities where intellectual curiosity and talent can be shared with entrepreneurs.


BOULDER, COLORADO


One of many great block-based robitics kits from Modular Robotics.

The startup and venture capital scene in Boulder has grown significantly over the last two decades. In the last month, Boulder actually exceeded New York kidtech investing, reaching a total of nearly $41 million in the last five years. Overall, Boulder is a thriving startup Mecca across many technology sectors, and the kidtech offerings based there are heavily focused on software, robotics and electronics kits, with honorable mentions including:

  • Modular Robotics, a company that sells magnetic cube-like electronic parts that can easily be snapped together and programmed to build robots controlled by a mobile device or tablet. Modular Robotics is also a Carnegie Mellon business spinoff. (Photo above is of a Modular Robotics product.)

  • Orbotix markets a popular programmable electronic ball called Sphero, and the company’s new product rollout called Ollie, Both Sphero and Ollie can also be controlled through a mobile phone or tablet and have a growing developer community that makes apps that interact with, and control, these robots.

  • Artificial intelligence drives the Ubooly mobile phone or tablet friend that can talk to you, as well as listen to what you say. Ubooly comes complete with an accompanying cuddly plush cover, as well as a growing list of stories, interactive activities and games.

  • ATOMS, by startup Seamless Toy Company, are one of the latest electronic construction kits that work with Lego, as well as many other construction toys. ATOMS can be controlled by a mobile device and vice-versa The founder of Seamless Toy Company holds degrees from Carnegie Mellon and MIT.

While there are a number of venture capital firms that have helped grow Boulder businesses, two investment groups in particular are behind some of these companies. Incubator group Techstars, which has a significant presence in Boulder, as well as many other cities in the US, and venture investment company the Foundry Group were both founded by Brad Feld. He is particularly interested in growing the digital startup scene in Boulder. Feld believes in an entrepreneurial ecosystem, a vision he’s dubbed as the “Boulder Thesis,” which suggests that an environment needs a mix of old and new entrepreneurs, inclusive of all kinds of business experience and ability. The ecosystem thrives on meetups, hackathons, conferences, professional get-togethers and business pitch events.


KELOWNA, CANADA


Game development company Hyper Hippo calls Kelowna, Canada its home.

Located roughly 240 miles east of Vancouver and 310 miles northeast of Seattle, Canada’s Kelowna is similar in size to Boulder and has the beginnings of the same entrepreneurial ingredients. A number of seasoned local entrepreneurs have turned their interests toward investing in local technology startups, many of which revolve around videogames, animation, social media and virtual worlds. In terms of local kidtech, the success story of Club Penguin, which was acquired by Disney in 2007, plays an important role in Kelowna. As with other large investment locations, an established leader in the area will often result in the appearance of many small startups with a similar interest over time. High-profile former employees include the likes of Club Penguin’s co-founders, who have moved on to start some of these new companies:

  • Hyper Hippo is one such Kelowna startup founded by Club Penguin co-founder Lance Priebe. While Hyper Hippo is a game development company, it also recently launched a new immersive virtual world for kids called Mech Mice. (Photo above is of a Hyper Hippo online game.)

  • Lane Merrifield is another co-founder of Club Penguin. He recently left Disney to start a new business called Fresh Grade, which develops classroom management and assessment products that teachers and parents can use to access up-to-the-minute information about their students through a mobile device.

  • Just Be Friends is a local-social education platform that connects parents, kids, neighbors and schools to help strengthen local communities. Founded by Janice Taylor, who has appeared on Oprah, the startup initially launched in San Francisco but eventually moved to Kelowna.

  • A great strength of Club Penguin is its child-safe chat-filtering technology. The former chat technology specialists for the company started a new online chat-filtering business called Two Hat Security, also known in the industry as PottyMouth, to offer other global kid-focused businesses safe online chat technologies.

Accelerate Okanagan is one local organization that is advancing much of the startup activity in the region. Now in its third year, Accelerate is an incubator for fledgling businesses, and its only requirement is that companies pay a $200 per month assistance fee and monthly rent for office space. Once paid, a host of resources become available, including mentorship, legal advice, business advice, access to talent, and cross-collaboration with other Accelerate Okanagan businesses. The incubator also receives government funding. Currently, roughly 50% of the revenue needed to support incubator initiatives comes from government money, but it’s anticipated that this percentage will drop year over year. In the last two years, Accelerate Okanagan has raised more than $8 million from local businesses and entrepreneurs to advance startups, as well as help fund local area meetings and get-togethers. Unlike other incubators, Accelerate Okanagan does not ask for any equity, which is a rare opportunity—and one that is helping about eight kid-focused businesses right now. Accelerate Okanagan is also watching the growing community of startup successes in Boulder, and has similar plans to expand its own model throughout British Columbia, much in the same way that Techstars has throughout the US.


PITTSBURGH, PENNSYLVANIA
DIY meets robotics thanks to Pittsburgh-based BirdBrain Technologies.

Believe it. The Pittsburgh community is playing its part in the startup scene—and it’s brilliant. Pittsburgh also happens to be home to renowned children’s television favorite, Mister Rogers, which is a great place to start the city’s story.

Every two years, a local event called FredForward honors the work and memory of Fred Rogers and brings together some of the greatest minds in children’s media, child development, kid-focused policy initiatives and kid media moguls.

In 2007, Gregg Behr, the executive director of The Grable Foundation, presented the idea for the Kids+Creativity Network, bringing together the region’s educators with technologists, gamers, and roboticists to re-imagining Pittsburgh as Kidsburgh. Since then, the notion has gained attention and support from local businesses, community leaders and foundations that include the Benedum, Hillman, McCune, Pittsburgh, and MacArthur foundations. The network has grown to nearly 2,000 strong—and kidtech and largely edtech-focused startups are starting to bloom.

While on a somewhat smaller venture investment scale than Boulder and Kelowna, though it has three times the population of both cities, Pittsburgh’s startups, nonprofits and schools can collectively receive grants and services from such intermediaries and accelerators as the Sprout Fund, the Allegheny Intermediate Unit, Innovation Works, and the Thrill Mill. The Sprout Fund, for instance, offers grants that range from $1,000 to $15,000 six times a year that help carry out the idea that will advance the interests of digital, maker, and STEAM learning.

Just one of many examples of this kind of grant/community collaboration in action, a for-profit startup called Zulama, working with the local educational non-profit Allegheny Intermediate Unit (AIU) developed a program for 9th and 10th graders called the Game Design Boot Camp. Together they defined an unbelievable opportunity for high school students to explore game design. Working with game design experts, students learned how to develop their own original games and received high school credit for completing the program. AIU was the primary grant holder who promoted the opportunity to 42 different school districts. Zulama provided expertise, talent, content and curriculum to students. The grant offered scholarships for 20 students, though more than 75 teens applied.

For its part, Carnegie Mellon University encourages entrepreneurship through CMU faculty and students, making it easier for them to spinoff their own tech businesses. The university implemented a technology transfer program called “Five percent, and go in peace” that allows faculty and student spinoffs to use intellectual property owned by the school for a 5% stake in the startup’s future success. Looking around the Pittsburgh area, it’s an incredibly successful program that spawned a record 36 new companies in 2013 alone. Here are some notable newcomers to Kidsburgh:

  • BirdBrain Technologies sells electronics kits where kids combine arts & crafts materials to create their own programmable robots. BirdBrain is also a Carnegie Mellon spinoff. At press time, BirdBrain just launched a Kickstarter campaign for its new electronics kit, the Hummingbird Duo, and has exceeded it’s goal with 16 days left. (Photo above is of a BirdBrain crafting and robotics kit.)

  • Digital Dream Labs mixes programming and video game controls. Digital Dream Labs developed physical puzzle pieces that are placed strategically on a holding tray. Each puzzle piece contains instructions that are sent wirelessly to a tablet or mobile device to control a videogame. All three Digital Dream Labs founders are Carnegie Mellon graduates.

  • Zulama is an online community for teens that helps teach design, programming and art creation for videogames. Zulama also develops many high-interest online courses in subjects teens are passionate and have great interest in.

  • GenevaMars develops story-based, character-driven learning apps that are fun and educational for kids. Its team is made up of artists, producers and educators from Carnegie Mellon, the University of Pittsburgh and the Art Institute of Pittsburgh.


GOING NATIVE

Any city that has a strong entrepreneurial environment will often host startup events throughout the year, offering insights and wisdom on how to fund your business. During one recent startup event in Silicon Valley called The Perfect Pitch: Connecting with Investors, about 120 entrepreneurs attended looking for a leg up on how to grow their businesses to the next level.

“If you are from outside the area I recommend that you ‘go native,'” says Bill Reichert, the Managing Director of Garage Technology Ventures, a venture funding company co-founded by industry giant and evangelist Guy Kawasaki. “One of the great things about Silicon Valley is if you come here we will embrace you, we will love you, and we will smile, but if you are a visitor, we will not fund you. If you’re serious about wanting to plug in to Silicon Valley, that’s what I mean by saying ‘go native.'”

There is an element of truth to going native, at least in terms of securing seed funding or joining an incubator to get a kidtech idea off the ground. Going native is not an absolute, but it does appear to make a difference in getting started. Can an outsider succeed in one of these regions? Maybe, but digging down into who gets funded and who doesn’t, going native appears to be a very attractive component for investors. Investors like the idea of being connected, which can be a hard thing to do from afar.


NOTEWORTHY MENTIONS

There are a few businesses that don’t fall cleanly under the category of kidtech, or do not hail from one of the above mentioned cities, but they are kid-related businesses worth noting.

  • Washington, DC-based Zoobean launched in 2012 and is a parent-driven online recommendation service that curates apps and books for children. The company also recently made a big splash on the reality startup show Shark Tank. Zoobean landed $250,OOO from one of the show’s investors, Mark Cuban, bringing its current fundraising tally to $1.2 million.

  • Nix Hydra is a teen girl gaming company based in Los Angeles that has attracted a lot of attention with its first app release called Egg Baby which has been downloaded nine million times. The company just landed $5 million from the Foundry Group.

  • Another recently funded and very interesting startup is a company called Pley, founded in 2012. What’s Pley’s million dollar idea? (Or their $6.7 million venture backed idea?) Renting Lego kits. Yup. Think Netflix, but with Lego.

  • Fitwits is a non-tech kids company in Pittsburgh. Their specialty is selling card-based games that encourage kids through play to make healthy eating choices.

  • Another business with an active, high-profile Kickstarter campaign is from LeVar Burton of Reading Rainbow fame. His L.A.-based eBook business, RR Kids, was looking to raise more than $1 million to expand its subscription-based children’s eBook offerings. At press time, RR Kids had exceeded its goal more than three times over.

  • And a noteworthy group of companies; First, you’re probably familiar with the much talked about girl-empowerment toy company GoldieBlox. They had a massive hit through Kickstarter, raising almost $289,000. GoldieBlox also won a national startup competition for a 30 second spot on the Superbowl. Well, there must be something going on just outside of San Francisco area where GoldieBlox is located. Two other local girl-powered, construction-based toy companies also launched around the same time, and also landed seed funding through Kickstarter. Roominate landed almost $86,000 and Build & Imagine captured $30,000.


LESSONS LEARNED

So what is it that’s needed for a kidtech business to grow and succeed? Tenacity, focus, business endurance in the face of incredible odds, leadership skills, creativity, a passion for kids. The answer includes all of that, but so much more.

While any kid business can succeed in any location on the planet, Boulder, Kelowna, and Pittsburgh, as well as the bigger funding locations like San Francisco and New York City, all of these areas provide invaluable support structures, which are a main ingredient needed for kidtech businesses to succeed. Venture funding, angel investment, foundation grants, friends and family fundraising, and even local and federal government supports (including tax incentives) are some very important ingredients as well. Access to other entrepreneurs that have an understanding of your industry’s needs, who can share experiences and toss about new ideas. Access to local colleges and universities, where not only talent and innovation can spur from, but also new business spinoffs as well. Ultimately, the invaluable support of an understanding community, both business and non-business alike, may be the most vital ingredient. Toss all of these items together in a large bowl, sprinkle with a wish, a prayer, some blood, sweat and tears, then serve. If the combination does not show early signs of success, start over, mix together again, but this time add a larger scoop of community.

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Tricks of the Trade: On Making Magic with Apps

Thursday, November 14th, 2013

[The following is an article I wrote for the November 14, 2013 issue of KidScreen’s online iKids Magazine.]

A photo of Theo Gray during his Disney Animated app presentation

Theo Gray, co-founder of Touch Press, presenting the new Disney Animated app. (Click photo to see larger version.)

Every year in early November, there’s a very special children’s interactive media conference called Dust or Magic that’s held a short drive outside of New York City. The name of the event comes from a 17th century Japanese poet, Matsuo Basho, who wrote, “An idea can turn to dust or magic depending on the talent that rubs against it.”

This is the underlying theme that weaves itself throughout the hundreds of apps that are discussed during the event, and a select few that are presented live. In the ever-expanding world of the children’s interactive media, which products are considered “magic” or “dust?” And why? As an industry of creators, we ask ourselves “What can we learn from the good, as well as the bad?”

Dust or Magic is the brainchild of Warren Buckleitner, who is also the editor of Children’s Technology Review magazine, a former blogger for The New York Times and an expert in the children’s digital world.

This was my 12th year attending Dust or Magic. Over that time I’ve seen the interactive industry grow through talking books from LeapFrog, numerous Tickle Me Elmo dolls, virtual worlds like Club Penguin and Webkins, all the way to today’s vibrant app world for kids. I’ve seen many unknown speakers go on to release top selling products in their field, create new and compelling ways to engage children, and all the while raise the bar of quality for the entire children’s industry. This year there was no shortage of stellar presentations, and three in particular are worth sharing with those who could not attend the event. These three presentations rose the bar.

The opening presentation was delivered by Theo Gray, founder and app developer for the company Touch Press. Gray’s accomplishments include receiving an ig Nobel Prize in chemistry, but his app work is second to none. Gray has created a number of stellar apps, one called The Elements, another the Solar System, which sets new standards for excellence in app creation. However, at this year’s event he presented his latest work, an app for Disney that chronicles its animation history called Disney Animated. This new body of work was completely amazing, and there was one moment in Theo’s presentation, a breathtaking, jaw-dropping moment. Gray had created a single screen, color bar chart that included frames from every single animated movie ever created by Disney. With a touch of the finger, you could call up a single frame of animation from any movie every created by the company. It was a truly amazing moment.

Later, we were treated to a presentation by the founder and CEO of a small startup called Tinybop. Never heard of Tinybop? They launched their first kids’ app in August, and it has blossomed into the industry’s best overnight success story yet. This number-one selling app is called The Human Body and it’s rewriting the rules of child engagement. Simple. Clean. Funny. Engaging. Enlightening. The founder, Raul Gutierrez, shared his business plan with the Dust or Magic community, and you can see why it was a presentation long to be remembered.

The next notable presentation came from Chip Donohue, dean of distance learning and continuing education for the Erikson Institute as well as senior fellow at the Fred Rogers Center. Over the past few years, Donohue has helped define a best practices position paper for using technology in early learning, an excellent road map for using tablets with young children. As he pointed out in his presentation, there’s been a lot happening in the interactive space over just these last few weeks, and he put together a presentation with all the latest recommendations and best practices for engaging children intentionally through new media platforms. A fantastic resource for everyone in the kids’ biz.

These speakers were accompanied by unreleased new work from Toca Boca and its newly acquired sister company Sago Sago, as well as preschool app development tips from Duck Duck Moose. Magic, it was in the air.

Extra links:

Speaker presentation playlist (15 videos)

App demo playlist (23 videos)

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Kid Testing and Facebook – What? Are You Crazy?!

Tuesday, September 3rd, 2013

How 360KID uses Facebook to find kid testers to improve their digital creations and apps.

This has been a busy year of development for my company. We’ve been creating multiple interactive products for kids. Some are learning apps, some are online games, some electronic toys. Some are for preschoolers, some for tweens. All of them have one thing in common. The completed products must successfully engage kids. In an effort to make sure we are making the best interactive products possible, we need to test our ideas with children. When I say “we” I mean the larger kids industry, not just my company. For those who develop any kind of product or media for kids (especially all those children’s app developers out there! I’m talking to you!) you MUST kid test your products. Get your software builds, your animations, your web games, your characters, your paper prototypes out there in front of real kids! Do not go to market without testing your assumptions, you may find you had it all wrong. Testing is an invaluable part of children’s media development and should be part of every product you make if you work in the kids biz.

There are a number of ways to recruit kids for testing. You can reach out to family and friends, kids in your neighborhood. However, sometimes you need to reach out beyond your known circle and find kids from another location; say kids that live in a city, or bilingual preschoolers, or eight to ten year olds that belong to Girl Scouts, or tweens that like to play baseball. What do you do then?

While you can reach out to specific youth groups, Boys and Girls Clubs, and other kid-focused organizations, you can also use Facebook. Now I know you’re saying “What?! Facebook? For recruiting kid testers? Are you crazy?!” As with all kid testing, you’re starting a conversation with a parent, and recruiting through Facebook means you are looking to have a conversation with a parent about kid testing.

Here’s a more detailed look at one kid testing ad campaign we placed on Facebook. We started by selecting a particular town we wished our testers to come from. The 10 mile radius around that town had 168,000 parents using Facebook. Selecting a thinner slice from that group, parents with children ages 4 to 12 resulted in 1,400 Facebook users. When you start a Facebook ad, you can get very specific about the kind of person you wish to reach. Do you want to reach just men 25 years of age or older? How about just women with a PhD? All of this is possible to define in your campaign. However, the more specific you get with your target demographic, the smaller your audience will become.

We posted an ad for kid testers for 45 days, with a maximum bid of $2.50 per click, not to exceed a cost of $50 a day. Our ad appeared over 712,000 times (impressions), reaching more than 8,200 Facebook users in our target age and location (demographic), resulting in a click-through rate (CTR) of 427. We heard from about 45 parents, leading to 22 parents bringing in 30 children, all for a total cost of $560, or about $1.30 per click.

Another way to look at our recruiting costs: $25 per parent or about $19 per child. This was just our advertising cost and did not include email communication time, phone calls, testing time, analysis of results, or the stipend we offered a parent for having their child come in to test with us.

Was it worth it? Yes, in the end Facebook definitely helped us find kids from a specific geo-targeted location to test with.

Was it perfect? Hardly. There were many frustrating parts to working with Facebook. First time advertisers will be annoyed that once you place an ad, it can take many days before your campaign is approved and goes live. While you’re waiting, all you can do is think about what you did wrong and why your ad is not producing. During this time you’ll probably change your ad copy and up the daily maximum bid thinking it will help. But hold tight, Facebook is just being Facebook. It takes time for an ad to kick in, and you will receive next to no communication from Facebook while you are pulling out your hair, wondering what’s going on.

Were there any surprises? You bet. While many parents found our ad on Facebook, there were some “uber parents” that helped spread the word around their neighborhood that we were looking for kid testers. About four parents that came in were in this category. They were great at helping reach many more parents, including non-Facebook users as well.

In the end we met many great parents with some wonderful kids. All of which helped us refine our product and made it better. We couldn’t be happier, and our finished product shines as a result of the feedback we incorporated back into development! Thank you parents and our 360KID testers!

Bottom line: It doesn’t matter how you find kids to test with, using Facebook or some other means, what matters is that you test! Doing so will only help make your product shine, stand out from the pack, and lead to more successful interactions through your product with kids. Now get out there and start testing!

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