imagine THE POSSIBILITIES

PLAYING IN THE NEW PHYGITAL WORLD @ HASBRO WHAT WAS A TOY AND GAME COMPANY

NOT A CANDY COMPANY

WHAT TO COVER BACKGROUND & EXPERIENCE EARLY LEARNINGS BUILDING A TEAM CHANGE SUCCESS

ME INDUSTRIAL DESIGNER TECHNOLOGIST EX PAT HUSBAND & FATHER & I HAVE A CONFESSION

ME NOT A GAMER

ME INTERACTIVE TOY DESIGNER

PROBLEMS IN TOY WORLD K.G.O.Y.?

PROBLEMS IN TOY WORLD K.G.O.Y. - Kids getting older younger

PROBLEMS IN TOY WORLD KGOY - Kids getting older younger Toys competing with Video Games Technology a distraction from toys

FEAR!!!

WHAT TO DO? If you cant beat them

WHAT TO DO? join them! ZAPPED GAMES LAZER TAG FURBY

WHAT WE LEARNED HASBRO YOU CANT SELL HALF AN EXPERIENCE!!!

WHAT WORKED

PANTRY SANDWICH MAKER

TRANSLATOR DICTIONARY

WHAT WE LEARNED + = GREAT PHYSICAL PLAY GREAT DIGITAL PLAY GREAT SUCCESS PLAY

ENGAGEMENT / TIME ACTUAL PROBLEM AGE IN YEARS

ENGAGEMENT / TIME OUR SOLUTION AGE IN YEARS

STRATEGY

PHYGITAL PLAY SPECTRUM PHYSICAL PLAY DIGITAL PLAY

A BRANDED PLAY COMPANY

BRAND BLUEPRINT

NEXT PROJECTS

HOW 1. Build a bigger better team 2. Create a mission + philosophy 3. Prepare to push water up hill

TEAM TALENT (US/UK) GAME DESIGNERS / PRODUCERS / SOFTWARE ENGINEERS / ARTISTS / BRANDING DESIGNERS / PRODUCT DESIGNERS / PRODUCT ENGINEERS + UI/UX DESIGNERS

NETWORK OF DEVELOPERS (GLOBAL)

iplay MISSION Creating & delivering high quality, deeply immersive & magically interactive branded play experiences that combine physical and digital mediums in new, exciting and commercially successful forms.

CONSUMER INSIGHTS KIDS EXPECTATIONS INTERACTIVE & PLATFORMS KIDS MOVING FLUIDLY BETWEEN PHYSICAL & DIGITAL PLATFORMS KIDS WANT TO EXPLORE OUR WORLDS, STORIES AND CHARACTERS KIDS WANT TO CREATE & CUSTOMIZE THEIR EXPERIENCES

MORE PROBLEMS Team Built but no one else was ready Acceptance Misaligned Schedules Budgets Retailers bad taste in their mouth

A NEW WAY TO WORK Integrate with brand business and design teams to co-define consumer focused experiences & develop product and software in parallel. MARKETING DESIGN

A NEW WAY TO WORK Integrate with brand business and design teams to co-define consumer focused experiences & develop product and software in parallel. MARKETING MARKETING DESIGN DESIGN iplay

CONFLICTING PROCESS AGILE Vs WATERFALL SOFTWARE HARDWARE

CONFLICTING PROCESS Waterfall Agile Features FIXED Time Cost Quality Quality Time Cost VARIABLE Features PHYSICAL TOY MOBILE GAME

HASBROS MISSION

ENGAGEMENT STRATEGY DELIGHTFUL PLAY IMMERSIVE STORY INNOVATIVE TECH

EXPERIENCE OBJECTIVES INCREASE AWARENESS OF THE BRAND Installs / New Users DEEPEN ENGAGEMENT WITH BRANDS Sessions & Retention INFLUENCE THE SALE OF TOYS Scanning / Connecting BEGIN TO BUILD DIGITAL REVENUE In-App Purchases (You can't do 3 or 4 without 1 & 2)

OUR EXPERIENCES BUILD EMOTIONAL CONNECTIONS WITH OUR CHARACTERS & BRANDS

OUR EXPERIENCES EXPAND ENGAGEMENT WITH TOYS, GAMES & CONSUMER PRODUCTS

OUR EXPERIENCES DRIVE PLAYER RETENTION WITH PHYSICAL/DIGITAL EXPERIENCES

OUR EXPERIENCES INCREASE REVENUE AT RETAIL AND EXPLORE NEW BUSINESS MODELS

AREAS OF FOCUS INTERNET OF TOYS TOYS TO LIFE

AREAS OF FOCUS INTERNET OF TOYS TOYS TO LIFE EXPLORE CREATE CONNECT COLLECT COMPETE LEARN

EXAMPLES

2012 FURBY 1.0 2013: FURBY BOOM

PHYGITAL PLAY SPECTRUM PHYSICAL PLAY DIGITAL PLAY

CORE PLAY LOOP LAY EGGS HATCH EGGS NURTURE FURBLINGS COMPULSION

PHYGITAL PLAY FURBY SHOWER FURBY DOCTOR MINI GAMES: SOCCER/HIDE+SEEK

SURPRISE + DELIGHT FURBY BATHROOM

ENGAGEMENT STRATEGY DOWNLOAD FREE APP PLAY THROUGH THE GAME PURCHASE A +$50 TOY

ENGAGEMENT STRATEGY DOWNLOAD FREE APP PLAY THROUGH THE GAME (To get the golden Furbling) PURCHASE A +$50 TOY

ENGAGEMENT STRATEGY UPSELL VIDEOS IN-GAME ADS GIFT MECHANISM

FURBY BOOM

ENGAGEMENT STRATEGY

+1M FURBLINGS SOLD

STRATEGY WORKING DELIGHTFUL PLAY IMMERSIVE STORY INNOVATIVE TECH

PHYSICAL PLAY DIGITAL PLAY

1. Scan or choose a pet 6. Level-up the Pet Shop 2. Play an activity 5. Design it your way 3. Level-up your pet! 4. Earn virtual rewards

LPS YOUR WORLD TRAILER

TRANSFORMERS Robots In Disguise: BATTLE/BRAWLER COLLECT & SCAN IN BOTS UNLOCK WEAPONS BATTLE SOME MORE SAVE THE CITY

TRANSFORMERS TRAILER

MY LITTLE PONY TRAILER

EQUESTRIA GIRLS MOBILE: CREATE AVATAR EXPLORE CANTERLOT HIGH SCAN IN CHARACTERS COMPLETE QUESTS MAKE FRIENDS

EQUESTRIA GIRLS TRAILER

PORTFOLIO PERFORMANCE + 40MM INSTALLS +3 MM MAU S (October 15)) FURBY BOOM YOUR WORLD ROBOTS IN DISGUISE FRIENDSHIP CELEBRATION EQUESTRIA GIRLS 10% CONVERSION (GLOBAL) 20% USER SCANNING (GLOBAL) 20% USER SCANNING (US/UK) 10% USER SCANNING (US/UK) 10% USER SCANNING (US/UK)

DATA

interactive innovative integrated informed inspired

MERCI BEAUCOUP