LESSONS FROM TOY­LAND

Fast Company - - Contents - By Claire Dod­son

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

Eng­man led

Toca Boca’s foray from the vir­tual world into phys­i­cal prod­ucts.

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