ACTIVITY
CENTER
Role
Service Designer – Research, Market Analysis, User Studies, Ideation, Concept Development, User-Testing, Business Development
CONTEXT
Master Thesis Project on behalf of Micki Leksaker AB, KTH Royal Institute of Technology, Stockholm, January 2021 – Jun 2021
TOOLS
Adobe Illustrator, Adobe Photoshop, Microsoft Excel, Microsoft PowerPoint, Microsoft Teams, Microsoft Word, Miro, Mural, Zoom
TEAM
Ella Kurland, Emelie Lundström
INDUSTRIAL SUPERVISORS
Erik Widmark, Expedition Mondial
Stefanos Papamichailidis, Micki Leksaker AB
Challenge
Toys are present in most family homes; for children to learn and develop in an enjoyable way through play. Analyzing the possession of toys, it was stated that Swedish children in 2003 held an average of 500 toys, while having double or quadruple the amount of toys was not unusual. These toys are generally only used for a certain period, and are then stored or discarded.
There is an inevitable need to change the consumption of today, which made grounds for the main goal of this project; to create a service that promotes a more sustainable lifestyle and consumption of children’s toys.
Approach
In the beginning of this project, the initial idea was to create a rental service for private people, believing that it would be the solution towards a more sustainable consumption of children’s toys. However, it was soon realised a rental service was merely one of the possible solutions for solving the core issue at hand. The focus was then shifted to include all potential users within the market of children’s toys, and to explore all possible driving forces for changing the patterns of consumption.
The opportunities for creating such a service were explored with a user-centered approach and a service design methodology. The current market and stakeholders were analysed, and user studies and ideation sessions helped in developing the rough concepts, which were then refined by using trigger materials on intended end-users and by the creation of an implementable business model for the service.
Result
A service concept that targets the sustainability work among children and educators in preschool and school; including an Activity Center with learning events. Waste materials are used in toy crafting workshops at the center, and learning packages are available for renting; for the school to continue the work on sustainability after the visit.
This service makes sustainable development comprehensible for younger children. By introducing sustainable development at an early age, it resides with them as they grow up. By collecting old toys and left-over material from production, the service contribute to a circular economy and put the teaching of sustainability into practice. Furthermore, the service contributes to the work of the teachers; helping them have more time for the children and facilitating the increased work on sustainability.
SERVICE OUTLINE
The service concept consists of collecting old toys and materials, creating inspiring and educative workshops with the children to teach them about sustainable development, and continuously work on their learning of the subject.
Features
HOLDING
Learning Activities
At the activity center, the children get to learn about sustainable development by watching movies and theatres, reading books, and making their own toys out of old toys and waste materials.
COLLECTING
Waste Material
Waste material and old toys are collected from recycling centers, second-hand stores, and industries, to be used for toy crafting workshops at the center. The material is cared for before using it, to make sure that the children come to no harm.
GRANTING
Diplomas
The lessons of sustainable development are divided into several steps to make it more interesting and easier for the children to learn. For each step conducted, diplomas are granted to the children for their participation.
RENTING
Learning Packages
Learning packages with simple instructions are available for rental for the school to continue the work on sustainability after the visits.
PROVIDING
Sustainability Experts
Extensive research and experts with knowledge in sustainability and working with children provide up-to-date learning experiences and materials.
FEATURING
Online Collaborative Platform
For booking the event and learning packages, an online platform is featured, that also connects professional customers with each other for their development and inspiration.
What.
Learn by doing
Tangible & Constructive Learning
Make use of old or broken materials
Why.
Circular Economy & Sustainability in practice
Comprehensible for children
Faciliating work for professional customer
How.
Learning packages and events
Experts on sustainability
Crafting workshops using old or broken materials
About Micki Leksaker AB
Micki Leksaker AB is a Swedish toy company, founded 1944 in Gemla, with the vision of happy and playful children in a safe world. They offer high-quality children’s toys that are safe yet do not cost an arm and a leg. Their products are sold in Sweden, Denmark, Norway, Finland, and Germany under three brands: Micki, Lundby and Skrållan. Micki Leksaker AB also has licens brands, where they stand for product development. These brands include Pippi, Bamse and Babblarna. Last of all, Micki has partner brands that are supposed to strengthen and complete Micki’s own brands and their licens brands, which amongst others include SIKU and DesignaFriend.
Contributions
Service Design, Sustainable Design, Design Research, Business Design