Understanding the Current and Potential Mainstream Consumers of Custom On-Demand Toy Goods Created and Delivered via Digital-Physical Sales Processes. Developing Prototypes and online-offline

了解通过数字实体销售流程创建和交付的定制按需玩具商品的当前和潜在主流消费者。

• 批准号: 101981
• 金额: $ 66.47万
• 依托单位: MAKIEWORLD LIMITED
• 依托单位国家: 英国
• 项目类别: Collaborative R&D
• 财政年份: 2015
• 资助国家: 英国
• 起止时间: 2015 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=101981
• 关键词: Understanding; Current; Potential; Mainstream; Consumers

MakieLab is a toys-and-games startup with first-mover advantage in facilitating and commoditising on-demand manufacture of physical toys created via a digital interface. Our near-beta product "Makies" is on the cutting edge of beginning to understand the patterns of behaviour in on-demand consumers of high-end custom dolls created via digital interfaces.In reaching this point with Makies, we have established that there still remains a business- critical gap in consumer understanding, production efficiency and business development in the general custom, on-demand toy market: we have identified significant friction in on-demand toy creation versus existing Mainstream consumption patterns, retail/e-commerce models, and existing distribution chains.In order to build viable and sustainable big business in on-demand custom goods production, products need to achieve desirability in the mass market to be considered anything but a niche or prototype business. This R&D project proposes in depth research, analysis and rapid testing of the potential global.market.The results of this research and development will be in its entirety placed in the public domain within 6 months of project closure, allowing broader exploitation to encourage expansion in the market. It is our desire to open up the market with more data and understanding, whilst maintaining our valuable first mover status. We intend to work with the Knowledge Transfer Network and TSB Catapult Initiative to distribute the results of this project to other UK companies.

MakieLab是一家玩具和游戏初创公司，在促进和商品化通过数字接口创建的实体玩具的按需制造方面具有先发优势。我们的准测试版产品“Makies”正处于开始了解通过数字界面创建的高端定制玩偶的按需消费者的行为模式的最前沿。通过Makies达到这一点，我们已经确定，在一般定制按需玩具市场中，消费者的理解、生产效率和业务发展仍然存在关键的业务差距：我们已经发现，按需玩具生产与现有主流消费模式、零售/电子商务模式和现有分销链之间存在重大摩擦。为了在按需定制商品生产中建立可行且可持续的大企业，产品需要在大众市场上达到合意性，才能被认为是任何东西，而不是利基或原型业务。该研发项目建议对潜在的全球市场进行深入研究，分析和快速测试。这项研究和开发的结果将在项目结束后的6个月内全部置于公共领域，以便更广泛地利用，鼓励市场扩张。我们希望通过更多的数据和理解来打开市场，同时保持我们宝贵的先行者地位。我们打算与知识转移网络和TSB Catapult Initiative合作，将该项目的成果分发给其他英国公司。