The keys to making hit toys that feed the need to transform

First and foremost, the most successful toys act as powerful catalysts that help children transform, either in reality or through fantasy. Tinkertoy construction sets, for example, transform kids into builders. Crayola crayons transform them into artists. And Star Wars figures transform them into Jedi Knights. Through effective use of unique physical features, play patterns and story elements, these toys do a superior job of bringing out latent personas that already exist within kids by adhering to seven principles. Though these seem simple enough, they are often ignored.
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November 1, 2003

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