They have beautifully crafted graphics, but are also tightly focused. Toca Boca's apps are open-ended: no winning or losing, high scores or time limits. And that's what led to us exploring the more uncharted areas of play, looking at toys rather than games."
"That seems strange until you realise that this is the type of play that adults do: we play games and read books, but we don't play with dolls all that often! There is something lacking there. "We realised that 85% of what was in the App Store was in the learning play category," says Jeffery. Active play is sports and general running around make-believe play can be dolls and role-playing manipulative play is building and making creative play is drawing, painting and music and learning play is games and books. "We started off by looking at the different ways kids like to play in the real world," says chief executive Björn Jeffery, who outlines several kinds. They're not games or book-apps – the two most popular genres for apps aimed at children – but are described by the developer as digital toys. Toca Boca has been winning parental praise for a series of apps, including Paint My Wings, Toca Tea Party and Toca Hair Salon.
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