LESSONS FROM TOYLAND
How game developer Toca Boca turned its quirky children’s apps into a lifestyle brand for Target.
If you haven’t heard of Toca Boca, you’re probably not hanging out much with the 6- to 9-year-old set. Since its 2010 founding, the Swedish game developer has created 39 app games for children, resulting in more than 200 million downloads and a dominating share of the paid kids’apps market. Toca Boca’s mission, according to head of consumer products Mathilda Engman, is to facilitate and encourage openended play through games that don’t have to be “won.” In the colorful, quirky Toca universe, children become kitchen savants, hairstylists, and surgeons-in-training. Now Toca Boca is focusing on a new way to reach its audience: an
Toca Boca’s foray from the virtual world into physical products.