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Closing the Creativity Gap

2/20/2016

8 Comments

 
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by David Hagenbuch, Founder of Mindful Marketing
​Did you ever make your own toys?  Most of us haven’t had that experience, since over the last 50+ years almost any plaything imaginable has been available for retail purchase.  How wise is it, then, for the world’s second largest toymaker to bet that today’s boys and girls will want to create?  
 
The risk-taking toymaker is Mattel, which is introducing to its product line a 3D printer designed for young people age 13 and up.  Named “ThingMaker,” the new product pays homage to a 1960s Mattel invention by the same name that allowed children to “create their own toys by pouring liquid plastic into metal molds.”
 
Not surprising, the 21st century version of ThingMaker is considerably more advanced.  For instance, it has fast forwarded to the digital age by working wirelessly with iOS and Android apps so users can design and print directly from their mobile devices.  The printer also supports safety by boasting a print head that retracts when inactive so not to burn users.  How is the maker of Barbies and Hot Wheels able to manufacture such a technologically sophisticated product?  Mattel has partnered with Autodesk, “a leader in 3D design, engineering and entertainment software” that aspires to make 3D printing more accessible.
 
Of course, little from the preceding paragraph matters to kids—they want to know what they can make, which includes things like jewelry, scorpions, skeletons, and other figurines, many of which have ball-and-socket joints that allow for further customization.  What matters to most parents is the price.  Surprisingly the printer will only set them back $300, a low price compared to other 3D printers, which can reach thousands of dollars.  Like other 3D printer makers, Mattel also stands to make money on consumables, i.e., sales of the PLA plastic filament needed to do the printing.  
 
Maybe 3D printers are important for industrial companies, but do 13-year-old kids really need them?  No, they don’t, in as much as toys in general are not “needed”; however, for parents who are willing and able to spend $300 on a plaything, as many are, the ThingMaker may be a relatively small price to pay to cultivate creativity -- a trait that may be disappearing in children, even as employers increasingly desire it.
  
A study published in Creativity Research Journal, for instance, found a decline in creativity in students’ fictional writing over a recent twenty-year period.  Likewise, in 2010, the Torrance Test of Creative Thinking, a well-known measure of creativity, discovered that scores of U.S. respondents had been decreasing regularly.  In addition, in a wide survey of adults in the U.S., Europe, and Japan, Adobe found that only 52% of Americans and 39% of global respondents considered themselves creative, while three-quarters of respondents felt they were not fulfilling their creative potential. 
 
The bitter irony is that businesses and other organizations are increasingly eager to hire individuals with creative skills.  For instance, IBM’s Institute for Business Value surveyed 1,500 chief executives and saw them identify creativity as “the most important leadership competency for the successful enterprise of the future,” because creative people are capable of disrupting: the status quo, existing business models, and organizational paralysis.  Similarly, Careerealism has identified that creative employees tend to offer: 
  • Solutions for difficult problems
  • New opportunities for their organizations
  • The right questions
  • Broader outlooks and approaches
  • Enthusiasm to learn

Can a 3D printer for kids move the needle on creativity in our world?  Not by itself, but it may be a meaningful step in the right direction, particularly toward the goal of fostering more creative play among children.  As PBS points out, creative experiences for kids shouldn’t be limited to just drawing or painting, they also should include building and making things.  PBS also encourages parents and teachers to “buy and use equipment in ways that encourage the use of imagination” and to “avoid toys and activities that spell everything out for the child and leave nothing to the imagination”—sounds like things a 3D printer could support.
 
It remains to be seen how successful Mattel’s foray into do-it-yourself toys will be.  Older and more innovative children may find the capabilities of the company’s initial offering somewhat limiting.  However, as the ThingMaker evolves, as it likely will, it should not only cultivate creativity but provide valuable experience with the same technology that more and more people will find themselves using in the workplace (i.e., 3D printing).  So, the ThingMaker seems poised to create stakeholder value while also upholding societal values, making Mattel a manufacturer of "Mindful Marketing."
​
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8 Comments
Rachel Aukamp
3/1/2016 11:23:11 pm

I think that the Thing Maker is a very exciting new product. Having worked with 3D printers and experienced the thrill of watching my own creation come to life, I can really relate to and appreciate this new technology. I also know that advanced 3D printers are rather expensive, so this cheaper, simpler version of advanced technology is appealing to consumers. If even just small knick-knacks, the creations the children can make and print out will empower them to imagine possibilities and give them a glimpse into the world of innovation beyond imaginative play. I definitely agree that the marketing of the Thing Maker is mindful because it encourages children to let their creative juices flow, and the affordability and functionality of the product make the product appealing to consumers, increasing stockholder value.

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Jonathan Rogers
3/2/2016 04:15:11 pm

I too have experience with 3-D printers and understand the joys of utilizing this technology. I just have one question: Why does it take a new advance in technology to excite kids to be creative? Personally, I find it kind of unsettling. By definition almost, creativity can be found in endless avenues. Nature itself kindles a room for creativity. All and all, I support this product, but am left concerned about the limited sources of creativity this product may imply.

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Ryan Kuhn
3/2/2016 11:35:47 pm

Can't be the only engineer in the class not to comment on the 3D printer one. I think this is a great new advance in this technology! I agree with Jonathan that creativity can come through any channel, but personally as a kid with my bad hand writing and poor drawing abilities, this would have been amazing to me. To be able to do something on the computer and have it execute it in real life would have really been an outlet of creativity that would have really excited me. So though it cant be viewed as replacing other sources of creativity, it can be a different source for kids that aren't into drawing or writing or other sorts of art. I think it would also be great for kids to begin to develop their special reasoning abilities at a younger age and have a better way to develop it.

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Jill Gamelson
3/20/2016 02:14:34 pm

I found this article to be very interesting. I truly believe that through the advancement in technology more children are playing with tablets, than creating their own toys. It is very rare to see a child create something out of finding scraps around the house. I was born in the 90s and even then, I only remember making a few of my toys. Most of the toys that I played with consisted of Barbies and video games which both were made for me. I think this 3D printer is a great step to have kids grow in their imagination. Although this may help kid's imagination and creativity skills, it still does not address the issue of kids being less active as technology advances. I think the next step that toy makers should consider is creating products that not only push a child's imagination, but also gets them active. Lastly, I am not sure how well this product will sell. It is pretty expensive for a child's toy, but some parents' are willing to pay that much to keep their child engaged. Overall I am excited to see how this product helps children with being more creative and innovative.

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Jessie Gleeson
3/31/2016 05:31:45 pm

The "ThingMaker" sounds like an interesting new product that allows children to be creative but without completely taking technology out of the picture. In this day and age it is very common for young children to play on their electronic devices for hours on end. Instead of trying to completely change this it sounds like Mattel is attempting to integrate technology in a way that still allows children to be creative with their toys. When I think of 3D printing I usually imagine larger company's using it to create tools for their company, but making a version for children is a new way to evoke creativity.

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Tianna Sjosten
4/4/2016 02:23:16 am

I can see the appeal to market to children to "become more creative". I do think it is an expensive option, but I also feel like what could it hurt? If a kid has a genuine interest to create things, than it seems like a great outlet to me for them to explore their creativity. But I also personally don't think this toy will have that appeal to all children.

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Jacob Uribe
4/4/2016 06:15:09 pm

The "Thing Maker" is definitely an interesting product for Mattel to be introducing. With the rise of 3D printing and its capabilities its no doubt that companies want to utilize their chance to make a name for themselves in the 3D printing business. However, I'm not quite sure if I see the appeal to help spark creativity in young age groups. I feel that this "play maker" is going to be overpriced for the quality it produces as a toy.

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Joel Pixler
4/5/2016 12:13:54 am

This is so cool! My favorite toys growing up were legos. I do think that there is some kind of magic that happens when a kid is given the freedom to create anything they want. This is just the next step in a line of creative toys for younger kids. The 12 year old inside me is jumping for joy. I want one of those!

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