Kids are So Over Touch Screens

Toronto Toy Store Says: Honest-to-goodness Toys Don't Require Apple Care.

Published on Jul 26, 2013

Editor's Pick

While many mouths have uttered the words "kids are tech-savvy at such a young age. nowadays," the fact remains that the little ones aren't actually tiny adults. Even if they can use an iPad better than most. Toronto-based specialty toy store Kol Kid and Tribal DDB Toronto stress this very same fact in "The Joy of Simple Play," their new online video campaign. Here a little boy unknowingly demonstrates that the tactile and exhilarating feeling of playing with something that doesn't have a touch screen has been lost. It's true, mobile devices aren't toys. That's why they're called devices.

Code Film director Tom Feiler and his team also executed two other spots: "Viewmaster," where scrolling through a smartphone's photos proves underwhelming and "Jack," in which a jack-in-box app turns out to be anti-climatic.

In addition to this, Kol Kid and Tribal have revamped the toy retailer's website and have developed a kid-friendly app called Play Engine, which simplifies games and encourages play.

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Jul 26, 2013
Tribal DDB Toronto
Kol Kid
Creative Director:
Louis-Philippe Tremblay
Creative Director:
Denise Rossetto
Sanya Grujicic
Tiffany Chung
Art Director:
Andrew Bernardi
Agency Producer:
Andrew Schultze
Production Company:
Code Film
Tom Feiler
Director of Photography:
Alan Lukatela
Andrew Easson
Michael Tung
Shawn Kirkby
Line Producer:
Magda Czyz
Kyle McNair
Online Editor:
Paul Binney
Jason Zukowski
Audio House:
Pirate Toronto
Audio House DIrector:
Stephanie Pigott
Audio House Engineer:
Jared Kuemper
Casting Agency:
Andrew Hayes

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