Design management in the toy industry: Case studies on design insertion for the development process in Brazilian toy companies

Authors

  • Rodrigo Queiroz Kuhni Fernandes University of Tsukuba
  • Virginia Cavalcanti Universidade Federal de Pernambuco
  • Ana Maria de Andrade Universidade Federal de Pernambuco

Abstract

Design is assuming more strategic roles in the industry, bringing different approaches to the development of new products that enables innovations and higher acceptance. Like other segments, the toy industry is also modifying to meet new demands, seeking to develop games and toys aligned with the contemporary child. To improve the quality of the national toy, design insertion has been stated as a desired goal. However, there are not significant reports in the literature about how it is integrated in the segment. This study aimed to evaluate the integration of designers in the development process of new products of three different Brazilian toy companies that acted as case studies. Based on Design Management (DM) and Product Development Process (PDP) Models, we implemented a new model that aided in organizing and analyzing records of the companies’ structures and development processes. Results indicated the difficulties and improvement points to insert Designers in a formalized process, being those located mostly on the initial planning, product prototyping, and post launch stages. A recent increase in design acceptance and usage, however, was noted, with Design being considered as directly related with the quality increase of the company’s products.

Keywords: design management, toy industry, development of new product, Brazilian industry, industrial design.

Author Biographies

Rodrigo Queiroz Kuhni Fernandes, University of Tsukuba

Department of Kansei, behavior and brain sciences, PhD Candidate

Virginia Cavalcanti, Universidade Federal de Pernambuco

Department Design

Ana Maria de Andrade, Universidade Federal de Pernambuco

Departamento de Design

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Published

2017-11-27

Issue

Vol. 10 No. 3 (2017): Sep/Dec

Section

Articles

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