Title Page
ABSTRACT
Contents
1. INTRODUCTION 10
1.1. PROBLEM: RESEARCH BACKGROUND 10
1.2. RESEARCH TARGET AND OBJECTIVE 11
2. Gender Background 12
2.1. Understand Origin of Blue vs Pink 12
2.2. Understanding Gender Development 16
2.3. Research Question and Suggestion 19
3. Family Structure 20
3.1. Gender Identity Formation in Nuclear Family 20
3.2. Advantage of Nuclear Family 21
3.3. Disadvantage of Nuclear Family 21
3.4. Research Question and Suggestion 22
4. Changes in Toy Market 23
4.1. Importance of Play 23
4.2. Benefit of Gender Neutral Toys 26
4.3. From Gender Based to Gender Neutral Marketing 27
5. Toys and Tech: Smart Toy for The Toddler 30
5.1. Smart Toy: Application of Internet of Thing (IoT) and Value 30
5.2. Convergence in The Toddler Products Market 32
5.3. Research Question and Suggestion 33
6. Solution: IAHN, the Butler, The Smart Companion 34
6.1. Concept and Value 34
6.2. Technology 35
6.3. Behavior: Communication and Interaction 36
6.4. Colors 36
6.5. Design Process 1: Ideation Sketches 38
6.6. Design Process 2: Character Development 40
6.7. Arduino Set Up 42
6.8. Mock-Up: Plastic Version 43
6.9. Mock-Up: Plush Doll Version 44
6.10. Mobile App Design 45
7. Final Outcome 47
8. Conclusion 54
8.1. Summary and Application 54
A. Direction for Future Research 54
References 55
국문초록 57
table 1. Time Magazine, 1927 14
table 2. Shift of Male and Female Preference 18
table 3. Types of Families 20
table 4. Positive and Negative of Nuclear Family 21
table 5. Parten's Stages of Play 23
table 6. Piaget's Theory 24
table 7. Moyle's Different form of Play 24
table 8. Global Toy Market Growth, Euromonitor 25
table 9. World's Top 10 Toys Market, Euromonitor 25
table 10. General Toy Guidelines by Child Age, Korea Toy Industry Cooperative 26
table 11. Major Kids Market in Korea, KDI 30
table 12. Reasons for IoT Devices, eMarketer 30
table 13. Characteristics of Smart Toy 31
table 14. List of modules and Arduino Block Diagram 35
fig 1. Pantone Color of the Year 2016 12
fig 2. Little Franklin Delano Roosevelt 13
fig 3. Women Liberation Movement 15
fig 4. Prenatal Testing 15
fig 5. Sex vs Gender 16
fig 6. only boys and girls in each spread of toy catalogue, Let Toys Be Toys 17
fig 7. Popular Gender Neutral Toy: blocks 27
fig 8. LEGO 1981 28
fig 9. Target use of Gender Labels 28
fig 10. Smart Toy, Fisher Price 33
fig 11. OhaNAS, Takara Tomy 33
fig 12. A Contemporary Approach on Russian Matryoshaka 34
fig 13. Fashion Color Report Spring 2016, Pantone 37
fig 14. Ideation Sketches 1: basic mechanism 38
fig 15. Ideation Sketches 2: basic inner module design 39
fig 16. Character Design Development 40
fig 17. Detail 2D Design Sketch 41
fig 18. first Arduino set up: LED blink expression, Buzzer Sound, Proximity Sensor 42
fig 19. Second Arduino Set Up: LED Display Module for facial expression, Heart Rate Sensor,... 42
fig 20. first design mock-up 43
fig 21. Arduino integrated final working mock-up 43
fig 22. Begins with Drawing Plush Doll Pattern 44
fig 23. Finished Plush Doll 44
fig 24. iPhone APP Design 45
fig 25. iPad App Design 46