We also design for kids, not girls or boys and that guides us in our design decisions.' 'Understanding that definition is important for everyone in the team,' he explains. Ovemar and his business partner Björn Jeffry founded Toca Boca to fill this gap in the market, describing the company as a 'play' studio, intending to create digital toys, rather than video games.

But the digital toys me and my kids longed for did not exist,' he says. 'All of a sudden new interactive play experiences were possible for children. This success has not gone unnoticed by Apple itself, which regularly features the Swedish studios' new products and, with the forthcoming launch of iOS 7, has created a new 'Kids' section in the overhauled App Store.Įmil Ovemar, co-founder and producer of Toca Boca, immediately saw the iPad's potential as a new play device for younger children on its launch. Toca Boca is perhaps the most successful suite of virtual toys in this regard, selling more than 40 million apps since the series' debut in March 2011. Game developers have been quick to seize upon the opportunity to market games for young children to parents who want apps that can successfully mix accessibility, enjoyment and education.

Once the preserve of the affluent professional, smartphones and tablets are now a part of our cultural furniture, enjoying an entertainment role within the family home that rivals that of the television or home computer.

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