PRODUCT DEVELOPMENT

A new board game for new kids
In cooperation with the biggest German board game publisher we developed a board game aimed at 12-14 year old kids, an age group that is considered difficult. Kids at this age turn away from playing board games in the family and turn towards what is considered hip in the schoolyard. As part of this project, the EARSandEYES department of online market research had already analysed German kids' attitudes in 1999. The project was taken up again in 2002 and we were commissioned with the worldwide follow up study to research kids' attitudes towards a relevant game. For this purpose, our local trend reporters observed and accompanied kids for one day in Tokyo, Singapore, Hong Kong, New York, Los Angeles, Cape Town, Paris and London. As a result of the presented insights, EARSandEYES themselves were commissioned to develop the game as authors. It was launched in the spring of 2004 and is one of our customer’s most successful board game launched in the last 5 year. In the first six months alone, 30,000 games were sold.