1. Vuforia Toy Recognition allows toys to come to life by enabling the recognition and tracking of physical toys to unlock digital content.
2. The technology works by using a mobile app to scan a toy, which then creates a database of that toy. Developers can then build an app that applies digital experiences directly to the physical toy by maintaining tracking of the toy as it moves.
3. Examples of supported toys include action figures, vehicles, and buildings. When scanned, toys are able to interact with digital content and with each other in new ways.
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“We are waging war. Young children are aging out of
toys faster than ever. We are fighting age
compression. That's technology. There's no question
it's impacting us.”
Melissa Bernstein, co-founder of Melissa & Doug
The Wall Street Journal, September 3rd 2014
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What are consumers looking for?
Source: Icon kids & Youth. Sample: 2.500 people from 8 to 30 years old.
69% “It could be used together with an electronic device, and I don’t mind
paying a bit more for it”
78%
77%
79%
“A traditional toy were COMBINED with an
electronic device.”..
“The real toy could be CONTROLLED by
an electronic device” ..
“The traditional toy could be played together with the
electronic device.”
“I’d like it if...”
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Hot Wheels Power Port
Mattel Inc.
Source: Mattel Inc.
• Innovate existing product
• Add consumer value &
extend play
• Drive sales/diversify revenues
• Create a digital component to
the physical toy, enabling kids
to unlock digital worlds
• Downloads exceeding Mattel’s
early expectations
• Valuable usage metrics
• 70K+ downloads
Qualcomm Vuforia is a product of Qualcomm Connected Experiences, Inc. 11
Solution ResultsSituation
12. 12Qualcomm Vuforia is a product of Qualcomm Connected Experiences, Inc.
MagnaColor
AD-Dispatch Inc.
Source: AD-Dispatch Inc.
• Improve 3D glasses experience
• Personalize play
• Multiple stencils to bring
child’s creativity to life
• Social share
• Top 5 Toys in Toy Fair 2013
in New York
• In Wal-Mart, Toys “R” Us,
Target, Kmart
Situation Solution Results
12
15. 15
Different kinds of digital play
Unlocks Virtual Toys Immersive Play Record and Share
16. 16
“We don’t want
to use codes.”
“Kids will
lose the
packaging.”
“We can’t
change the
toy. It should
just work.”
“We want
kids to
play with
the toy.”
“It’s too expensive
to put electronics
in the toy.”
What are customers saying?
17. 17
Vuforia Toy Recognition
Digital content can be
applied directly to the
physical toy
Toy Recognition enables the
recognition and tracking of toys