Ayers Concepts

Execution is Everything!

• Every year it seems a new Tic-Tac-Toe game comes out on the market in a different execution. Lite-3 by Tiger Electronics. Tic-Tac-Tony by Fisher-Price. Toss Across by Tyco.
• Execution means promotability: Will the product appeal to the masses? Can you see it advertised on television? What is the "magic" in the product? What is the "hook"? What is the name of the product? Do you have an answer to each of these questions? Can you find an EVEN BETTER answer?

Exploit the Technology

• New technology sometimes can be first exploited as a toy. Many times it's simply a new material. Examples: The Wacky Wall Walker--an octopus molded out of a sticky elastomer; throw it against the wall and it slowly works its way down. This material is used in Lickin' Lizards game by Tyco. Gum Guys, by Milton Bradley, uses a material like Silly Putty. How about Velcro? Someone applied it to a ball and catching glove. And didn't Nerf begin as a novel application of foam?
  
  
• Old technology. Swinging Snakes by Parker Brothers is a great example. A magnet on a string is lifted under a piece of steel mounted above. There is space between the two, but the magnetic attraction keeps the string levitated. Attach a plastic "wagon wheel" to the magnet, and try to hang "S" shapes from it. Don't be the one who puts on the piece (causing too much weight) which makes them all fall down!
• Simplify the technology. A toy video camera is sold which uses audio cassette tapes for recording.

Simple, yet Profound

• Find the elegant solution. The best toy inventions by far are those which are simple, yet profound. The Slinky. The Koosh Ball. The yo-yo.

• The bigger game companies do not want another "board" game. A board game here means another Monopoly. One toy company executive told me, "If we were offered Monopoly from an inventor today we would NOT buy it. Monopoly sells today only because it is a classic and people are familiar with it."
• "Everyone" has designed a board game. It is rare if yours can really stand out. Don't like it merely because of its subject matter if that subject matter is dear to you and very specialized.
• For more information read The Game Plan, by Steven Peek.

Games to Invent: Skill and Action

• There is much more interest in what we call a "skill and action" game. This is really a toy mechanism around which someone has built a game. At all times the players should be interacting with something that determines their score. The central mechanism is best if it has a character, a personality.
• Examples: Hungry Hungry Hippos. Don't Wake Daddy. Elefun. Dizzy Dryer. Go to the toy or discount stores and look around. Study what makes a game fun, what makes it skill and action.

Games to Invent: Adult Social Interaction

• This category has taken a beating due to market saturation, but is expected to come back. (It is still more promising than board games.)
• Examples: It all began with Trival Pursuit (arguably, a board game; but can you yet see the difference?). Pictionary. Outburst. Guesstures. Taboo. Channel Surfing. Oodles. Catch Phrase.

Know what the Toy Companies are Looking For
Study what's on the shelves of toy and discount stores, what's being advertised. Our SuperSite contains the WISH LISTS which is updated periodically.

Play Test Your Product!
The best judge of your toy or game will be the eventual consumer. Is it fun? What problems show up and how can they be solved? What do those who are play testing say could be done to make it better?

To Be Put in Perspective

• Be conscious of safety issues. Hasbro will not sell a toy or game which utilizes a latex baloon. The leading cause of injury to children from toys is the child swallowing and suffocating on them. There is a product sold (a no-go gage) which checks the size of small parts to determine if the toy can be sold to certain ages. However, don't let this issue stop you from building your prototype. If it proves to be an exciting concept, the safety issues can be solved before it is sold.
• Be conscious of manufacturing costs. Again, becoming bogged down by solving how the product will be manufactured shouldn't keep you from making a prototype. Apply as much common sense as you can: if you can make a smaller prototype or more cheaply made prototype just as easily, then do it. Companies have industrial engineers who are experts at solving these problems. However, after all else is done, you may attend to the mass production issues--this can be helpful when selling an invention to a company.

Toy Inventing Professionals: Learn how they think!

• Click HERE for some insight on someone who makes his living working for Mattel. This inventor, however, generates a salary. Royalty income can be much greater!