Fisher-Price Targets Apps for Kids
In 2011, Fisher-Price, the maker of infant and preschool toys and Mattel's largest brand, took an innovative approach to integrating "app-cessories" into its product line by creating the Laugh & Learn Apptivity Case for iPhone and iPod touch devices to protect parents' coveted devices from babies' dribble and drool. The Apptivity Case, appropriate for children ages six months+, was developed in conjunction with free Laugh & Learn apps to enable infants to experience their favorite Laugh & Learn characters, like the beloved Puppy, in a new, engaging format.
To date, the Laugh & Learn apps have had over 2.8 million downloads and the number continues to grow. Last month, Fisher-Price launched a new Laugh & Learn app for the iPhone and iPod touch - the Laugh & Learn Learning Letters Monkey app - that interacts with its new Laugh & Learn Apptivity Monkey. Babies can squeeze the plush monkey's hands and feet to interact with the app, which teaches them about colors, numbers, animals and more. Even without a device inside, the Laugh & Learn Apptivity Monkey entertains babies with more than 10+ sung-songs, tunes and phrases.
"This generation of children is the most tech-savvy yet," says Kathleen Alfano, Senior director, Child Research at Fisher-Price. "Families share their smart devices and children often inherit their parents' hand-me-down devices to call their own. While smart phones and age-appropriate apps have become a seamless, new developmental tool for children, parents can still keep a well-rounded toy box that includes both traditional and tech toys."
In May, Fisher-Price launched its Laugh & Learn Apptivity Case for iPad devices, which is off to a strong start. In addition, the company is launching a Kid-Tough Apptivity Case for iPhone and iPod touch devices, aimed at preschoolers age 3+, with a new, free Photo Studio App (available now) that features a wide variety of drawing tools, stampers, frames and special effects so preschoolers can explore their visual creativity.
To help kick off its new 2012 app-cessory products, Fisher-Price released a few "Just Like Mom and Dad" photos-- including shots of father and son and mother and daughter tapping away at tablets and smartphones in a local coffee shop. The children's devices were protected by Fisher-Price Apptivity cases.