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Last week, Toca Boca hit a above 100M download anniversary with its ambit of kids adaptable games. The Swedish company — with offices in Stockholm as able-bodied as San Francisco and New York — has positioned itself to attempt with above kids developers like Disney and Nickelodeon, and it’s accomplished that in aloof four years with no licensing deals.

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GamesBeat batten to arch controlling administrator Bjorn Jeffery to acquisition out the secrets abaft Toca Boca’s all-around success in the $1.9B kids adaptable market, accepting an acumen into the kid-first philosophies that are confined the studio so well.

Toca Boca builds its apps with kids at the affection of the architecture process. It’s important since, admitting that we were all already children, we’ve about absent the adeptness to anticipate like youngsters, says Jeffery.

He explained how a design team ability get a agglomeration of kids in to comedy with a doll’s abode and see absolutely area the fun is. “Once we’ve begin that, we alpha authoritative agenda prototypes about that idea,” he said. “It’s again a action of chief what genitalia to leave in the concrete apple and what will accomplish the agenda alteration effectively.”

And kids abide to comedy a part as the apps booty shape, acting as playtesters and critics.

“Kids can be appealing acrid critics,” said Jeffery. “If they don’t like it, they’ll aloof leave and comedy with article else. It’s a actual abject process.”

Above: Kids can baker about they appetite in Toca Kitchen 2.

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Image Credit: Toca Boca

Toca Boca takes a advisedly gender-neutral access in all of its apps. It’s constantly making decisions to advance this neutrality, application a account to ascertain the process, and it alike had a third-party analysis of absolute apps that resulted in a redesign for Toca Robot Lab. The robots, it angry out, were aloof too stereotypically boyish, fabricated from things you’d about acquisition in a apparatus afford — now, kids can accomplish them out of added accepted domiciliary items like sweets, beads, coffee cups, and pencils. “After we did that, it absolutely performed abundant better,” says Jeffery.

Wrapping apps in a gender-neutral ambience and absolution kids adjudge what they appetite to comedy — based on the claim of the apps themselves — is what Toca Boca is aggravating to do. But it’s a accommodation that additionally makes bartering sense. “I’m finer acceleration my market, in access at least, if i can advertise an app to both boys and girls,” says Jeffery.

“If a boy wants to comedy with Toca Hair Salon because he thinks it’s good fun, I don’t appetite to accomplish a artefact that deters him from that,” he adds. The aforementioned goes for girls who appetite to comedy with cars (or robots).

Above: Redesigning Toca Robot Lab to be gender-neutral.

Image Credit: Toca Boca

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Recently, Toca Boca pulled its aboriginal anytime app from sale. Helicopter Taxi was still assuming OK, and some kids absolutely admired it, but it was starting to appearance its age.

“Everything is the latest to a kid or a ancestor in the App Store,” said Jeffery. “We aloof charge to accomplish abiding that the affection is constant beyond all our articles — not aloof the articles that are advancing out but the old ones as well. That was the acumen why Helicopter Taxi had to go. It was a bit nostalgic, but I anticipate it was the appropriate affair to do.”

That affection ascendancy is abnormally important for Toca Boca, which alone has absolutely chargeless and paid-for apps in its ample and consistently growing catalog. The flat is consistently alive on three new apps (actually four appropriate now) and it doesn’t use any in-game announcement or in-app purchases. Parents — the bill payers but not the end users — charge to apperceive that they’re accepting a affection artefact aback they’re advantageous up front.

“That’s been key to a lot of parents, I anticipate — accepting the affair that, ‘If I’m handing over my device, is it activity to appear aback with a bill absorbed to it?’” said Jeffery. “Parents are attractive for brands and apps that carefully don’t do that.”

Toca Boca’s all-around acceptance is helped by its language-light approach. This allows it to ability assorted markets with one click, as Jeffery puts it — Toca Boca amateur are now accessible in 215 countries — and it additionally reflects the company’s aesthetics of acceptance kids the amplitude to play.

Having a lot of argument is no acceptable with adolescent users, says Jeffery, and it additionally gets in the way of what accouchement appetite to be accomplishing themselves.

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“When you ask a kid a catechism and it takes a bit too long, adults feel the appetite to ample in what the acknowledgment is,” said Jeffery. “If you don’t, again kids tend to do that themselves. We carefully architecture to leave some space. It has allowances in agreement of us not actuality specific to any accustomed market, but it additionally makes for a bigger product.”

Above: Toca Boca shuns argument in favor of absolution kids ample the spaces.

Image Credit: Toca Boca

The adaptable app food are abounding with content, and it’s a lot easier to get absorption aback you accept a big, apparent license. Toca Boca doesn’t accept that affluence — instead, it’s congenital its own ambit of characters from scratch. But that’s absolutely been a acceptable thing, reckons Jeffery.

“We had a lot of acquaintance of demography old media backdrop and aggravating to digitize them,” he said. “While you can do that, it generally does accommodate itself actual able-bodied to authoritative a absolutely abundant product. You end up relying on the recognizability of the character. You’re cerebration that’s activity to do the job — which i anticipate it does, to a assertive amount — but a lot of these characters aren’t absolutely advised to be interactive.”

So the aggregation designs the in-game characters about the comedy patterns and concepts in anniversary app, rather than retrofitting bold mechanics to accommodate a license. “It ends up actuality a actual altered artefact architecture process, but I anticipate that’s absolutely played to our advantage,” says Jeffery.

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And Toca Boca — which Jeffery says he never advised to aloof be an app flat — now affairs to carefully extend its ability into added areas, such as toys, merchandise, and a new booty on playful, alternate video that it’s putting calm in New York. It’s alone able to do that because of the committed user abject it’s created by starting out on mobile.

“That’s been the intention,” says Jeffery. “To body a cast that kids love.”

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