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

Rodrigo Queiroz Kuhni Fernandes, Virginia Cavalcanti, Ana Maria de Andrade


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.

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