predicts the behavior of the market and is consistent with scientific theory and data.
Funosophy Play Theory: Play is nature’s way of ensuring we learn how to survive, and our inner play drive allows us to wire our brains in a predictable, systematic fashion. Just as animals evolved from simple reptiles to significantly more complex humans on a macro level, our individual brains develop according to the same sequence on a micro level. Our brains develop from the bottom up throughout childhood and well into adolescence in a way that mirrors evolution, as illustrated below through the Paul MacLean Triune Brain Model:
Reptilian: Somatosensory/sensorimotor system • Monitoring inner states, sensation (the five senses) and initiation of movement impulses Mammalian: Limbic system (“emotional brain”) • Socio-emotional system (feelings, motivation, relationships) Primate: Higher order cognitive system • Thinking, conscious memory, symbols, planning (neo-cortex) • Inhibition of impulses, or judgment, develops last (prefrontal cortex)
By combining our understanding of core play patterns with insights from neuroscience on brain development, a theoretical model emerges in which each of the three age segments in the play landscape corresponds to the three phases of brain development (see The Funosophy Play Theory chart on the right). This model suggests that play appears to be the primary engine for forging the brain connections we will ultimately need to survive and reproduce. The axiom “Play to Learn” is even
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more valid than we perhaps realized. With this insight, we can impact the troubling trend of less and less time being devoted to unstructured play in children’s lives. As an industry, we have the opportunity to help wellmeaning parents understand just how crucial play is to their child’s well-being, now and for the rest of their lives. Further, as we get smarter about aligning our toys with the inner play drives of children at every age, we will improve the play value of the toys we bring to market. As play value improves, perceived value goes up. Higher perceived value of toys is good for everyone. It’s a virtuous circle all the way around. To that end, Part 2 of this series in the February issue of The Toy Book will explore the core play patterns by age and gender, as shown in the Funosophy Play Theory, in greater detail. ■ Nancy Zwiers is CEO and chief funosopher of Funosophy Inc., a brand-building consulting firm in the play industry. Founded in 2000, Funosophy conducts extensive research in the area of kids and play and has advised more than 150 clients ranging from start-ups to established companies. Prior to founding Funosophy, Zwiers held top executive positions with Mattel, including senior vice president of worldwide marketing for Barbie. With more than 20 years in the kids’ toy and entertainment space, Zwiers has deep expertise in kids and their play, and is broadly acknowledged as one of the world’s leading experts on girls. Zwiers’ theory of play bridges the disciplines of neuroscience, evolutionary biology, and child development with empirical data from the toy marketplace.
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