2012 has been a great year for toys based on popular mobile games. Where's my Water and Fruit Ninja have both been turned in to plush toys and Angry Birds has even been credited with saving the entire plush toy sector! But, what could be the next big app-to-toy crossover and can anything topple Angry Birds from its perch? First our research looks at the current market and answers who who's playing mobile games? How long for for? Do boys play more than girls and how does mobile gaming compare with toys? We then look at the mobile game market and examine which apps have the potential to be great toys. This research was carried out in July 2012.

1. Dubit -
What Will Be The
Next Angry Birds?
What Will Be The Next Angry Birds

2. Dubit - What will be the next Angry Birds?
Dubit Examines: What will be the next
Angry Birds?
Angry Birds has managed to do what few mobile games can, it’s become a hit toy!
Some have even credited it with saving the plush toy market. But what could be
the next Angry Birds? In Q3 2012 we surveyed 500 children to find out what they
are playing and which games had the most toy potential.
Every month Dubit’s research is featured in the UK’s leading toy industry publication Toy News. We’ve
covered super hero toys, digital games, virtual worlds and everything in between, and it's all available for free
on their website. This presentation includes all the research that just couldn't fit in the pages of Toy News.
www.dubitlimited.com
research@dubitlimited.com

3. Dubit - What will be the next Angry Birds?
Apps to Toys: Who plays mobile games?
0%
25%
50%
75%
100%
Total Boy Girl 6-8 9-10 11-12
We started by finding out how many children play mobile games. As expected, a
lot do! An impressive 71% of children have played games on mobile devices with
slightly more girls playing than boys.

4. Dubit - What will be the next Angry Birds?
Apps to Toys: Who plays mobile games?
0%
25%
50%
75%
100%
6-8 Boys 9-10 Boys 11-12 Boys 6-8 Girls 9-10 Girls 11-12 Girls
From this graph we can see that the biggest market for mobile gaming is
tweenage girls. Boys are less engaged at this age, an effect, perhaps, of console
gaming.

5. Dubit - What will be the next Angry Birds?
Apps to Toys: Access to devices
0%
25%
50%
75%
100%
iPhone iPad iPod Touch Blackberry Android Phone Android Tablet Windows Phone
We found that while the iPhone is the most accessible device (they own one, or
can easily get access to one), children are more likely to own an iPod Touch.
Total Boy Girl

6. Dubit - What will be the next Angry Birds?
Toy time Vs. app time: Toys
0%
25%
50%
75%
100%
0-30 mins 30 mins - 1hr 1-2 hrs 2-4 hrs 4-6 hrs 6 hrs +
Playing with toys is an activity that usually lasts one to two hours for both boys
and girls. Very few children play with toys for longer than four hours.
Boys Girls

7. Dubit - What will be the next Angry Birds?
Toy time Vs. app time: Apps
0%
25%
50%
75%
100%
0-30 mins 30 mins - 1hr 1-2 hrs 2-4 hrs 4-6 hrs 6 hrs +
Playing with apps is very much a snacking activity, with children most likely to dip
in for no longer than an hour at a time. Playing for longer than a couple of hours is
very rare.
Boys Girls

8. Dubit - What will be the next Angry Birds?
Apps to Toys: Most popular games
0%
25%
50%
75%
100%
AngryBirds
Farm/CityVille
FruitNinja
Worms
TempleRun
DiamondDash
DoodleJump
PlantsVs.Zombies
Zuma
CutTheRope
Where’sMyWater
FlightControl
WorldofGoo
Peggle
Scribblenauts
TrippleTown
InfinityBlade
We asked the children who play mobile games which games they’ve played.
Clearly, Angry Birds is in a league of its own.

9. Dubit - What will be the next Angry Birds?
Apps to toys: The next big thing
0%
25%
50%
75%
100%
TrippleTown
DoodleJump
Zuma
FlightControl
WorldofGoo
TempleRun
DiamondDash
InfinityBlade
Scribblenauts
Peggle
Next we asked the children, of the games without toys, which of the games they’ve
played would they like to see turned into a toy. Triple Town is the most popular
but it’s not that simple.
Boys Girls

10. Dubit - What will be the next Angry Birds?
The Process: The Games
Gender divide: More girls play mobile games than boys but boys play for
longer. However, when it comes to toys based on apps they’re is greater
demand from girls than boys.
Parental access: Almost 60% of kids have access to an iPhone but very few
own one. For device ownership a child is most likely to own an iPod Touch,
Android phone or a Blackberry.
Mobile gaming is big with kids: A huge 71% of children aged 6-12 have played
mobile games, with mobile gaming being popular across all ages and genders.
However, there is a drop-off when boys reach their tweens - perhaps an effect
of console gaming.

11. Dubit - What will be the next Angry Birds?
The Process: The Games
The game with the most toy potential is: Temple Run! Although Temple Run
doesn’t have the highest toy approval rating, it comes out top because of it
having a much higher number of players - larger potential market. Triple Town
may have been considered toy suitable but only 7% of mobile-gaming-children
have played it, compared to 28% who’ve played Temple Run.
Not easy to beat Angry Birds: While Temple Run has potential, it’s far from
being the next Angry Birds which has been played by 72% of children who play
mobile games!

12. Dubit - What will be the next Angry Birds?
Kids Research
• Market analysis
• Prototype and concept testing
• Competitor analysis and market scoping
• IP / trend spotting
• Design & ideation
• Monetization strategies
• Ethical marketing
• Transmedia modeling
Dubit: Research, Build & Launch
digital experiences for kids brands
Kids Game Development
• Game design and ideation
• Character and brand design
• Game development
• Virtual Worlds and Casual MMOs
Kids Apps
• iOS and Android games
• Interactive storybooks
Launch
• Game promotion and player acquisition

13. Dubit - What will be the next Angry Birds?
Dubit: Just a few of our customers

14. Dubit - What will be the next Angry Birds?
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