Psychologist creates formula for toy success

Worlds Apart linked with the expert to produce a scientific formula designed to calculate a toy's play value.
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The formula is based on factors including cost, the amount of time a child is expected to spend with it and whether it encourages skills such as creativity and social interaction.

An online calculator at allows parents to quickly compute if a toy is likely to be a hit. It was developed after a survey of nearly 5,000 parents found that 65 per cent said their children often received toys they didn’t play with.

The Formula has been developed as part of the company’s marketing plans to support its Dream Town range of toys.

Speaking about the activity, Andy Cooper, Worlds Apart’s marketing director said: “We are conscious that there is a lot of pressure of parent’s pockets this year and we wanted to be able to show that toys like Rose Petal Cottage and Gaskett’s Garage, whilst a significant purchase, are not just for Christmas but offer years of fun and therefore exceptional value for money.”

The calculator is already proving a success with the media. Worlds Apart has a number of Radio interviews lined up over the next week and the Formula appears in today’s Daily Mail as well as MSN online.


Ingredients for success

Two of the most important ingredients to success for an inventor are timing and fit, suggests Simon Birchenough, a founder partner at Worlds Apart.

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