We intentionally design to leave some space.
“If you don’t, then kids tend to do that themselves. “When you ask a kid a question and it takes a bit too long, adults feel the urge to fill in what the answer is,” said Jeffery. Having a lot of text is no good with young users, says Jeffery, and it also gets in the way of what children want to be doing themselves. This allows it to reach multiple markets with one click, as Jeffery puts it - Toca Boca games are now available in 215 countries - and it also reflects the company’s philosophy of allowing kids the space to play. Toca Boca’s global popularity is helped by its language-light approach. “Parents are looking for brands and apps that intentionally don’t do that.” Ditching text “That’s been key to a lot of parents, I think - having the concern that, ‘If I’m handing over my device, is it going to come back with a bill attached to it?’” said Jeffery. Parents - the bill payers but not the end users - need to know that they’re getting a quality product when they’re paying up front. The studio is always working on three new apps (actually four right now) and it doesn’t use any in-game advertising or in-app purchases.
That quality control is especially important for Toca Boca, which only has genuinely free and paid-for apps in its large and constantly growing catalog. It was a bit nostalgic, but I think it was the right thing to do.” That was the reason why Helicopter Taxi had to go. “We just need to make sure that the quality is consistent across all our products - not just the products that are coming out but the old ones as well. “Everything is the latest to a kid or a parent in the App Store,” said Jeffery. Helicopter Taxi was still performing OK, and some kids really liked it, but it was starting to show its age. Recently, Toca Boca pulled its first ever app from sale.
Redesigning Toca Robot Lab to be gender neutral.Ībove: Redesigning Toca Robot Lab to be gender-neutral.
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