Despite the participation of Elmo, Calverts research is designed to answer a series of very responsible, high-minded questions: Can toddlers learn from iPads? Can they transfer what they learn to the real world? What effect does interactivity have on learning? What role do familiar characters play in childrens learning from iPads? All worthy questions, and important, but also all considered entirely from an adults point of view. The reason many kids apps are grouped under Education in the iTunes store, I suspect, is to assuage parents guilt . If small children had more input, many Education apps would logically fall under a category called Kids or Kids Games. And many more of the games would probably look something like the apps designed by a Swedish game studio named Toca Boca.
The founders, Emil Ovemar and Bj rn Jeffery, work for Bonnier, a Swedish media company. Ovemar, an interactive-design expert, describes himself as someone who never grew up. He is still interested in superheroes, Legos, and animated movies, and says he would rather play stuck-on-an-island with his two kids and their cousins than talk to almost any adult. Jeffery is the companys strategist and front man; I first met him at the conference in California, where he was handing out little temporary tattoos of the Toca Boca logo, a mouth open and grinning, showing off rainbow-colored teeth.
In late 2010, Ovemar and Jeffery began working on a new digital project for Bonnier, and they came up with the idea of entering the app market for kids. Ovemar began by looking into the apps available at the time. Most of them were disappointingly instructive, he founddrag the butterfly into the net, that sort of thing. They were missing creativity and imagination. Hunting for inspiration, he came upon Frank and Theresa Caplans 1973 book The Power of Play, a quote from which he later e-mailed to me:
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