CHILDREN’S TOY:
PRODUCT DESIGN AND INNOVATION

THE BRIEF

To deliver video-style game play in a pair of 3D toys. Both participants would wear a fighter jet plane on their arm and manipulate laser controls with their hand to attempt to shoot down the other’s plane.

PRODUCT: Laser Strike Jets
CLIENT: Vivid Imaginations

 

THE CHALLENGE

To make the game fun and compelling enough to compete with video games while being safe for kids to wear and run around with. The product must deliver two interactive planes in a box at a competitive price.

THE BANG

We incorporated exciting features that could be promoted through TV advertising. Alarms sound and lights flash when your opponent’s missiles lock on. To break this lock you can run or barrel roll (when the whole plane rotates around your wrist). If you barrel roll too often and run out of fuel, or if you’re hit during lock, the pilot shouts ‘eject, eject, eject’ and then physically ejects.

THE RESULT

Laser Strike Jet Combat won Electronic Toy of the Year in France, secured initial orders from four major retailers in the US and was sold internationally.