#16: Ethnography observation@Toys R Us - 1
Electronic devices are so prevalent and integrated into our lives, as seen by how many people tend to carry at least one of those (e.g. mobile phones, laptop, tablets) around. Certain stores have also installed them on their shelves, in order to promote a particular product by showing videos of it. Throughout my time spent in the store, the first thing that many children did was to choose to look at the screen before looking at the physical toys. In addition, toys that have a video have a higher chance of attracting the children as compared to other toys that does not have a video shown to advertise for it.
There was this particular boy that was building lego blocks but due to the presence of a video, about 30cm away from him, he kept looking sideways to watch the video while building the lego blocks. Till the end, he barely put on 5 blocks on the lego base set that he walked over to stand in front of the video to watch it till the end, before moving away to other parts of the store.  Â
Also, there was this boy that wondered around the store looking and playing with toys. However, he only spent about less than 3 minutes playing and looking at each toy. In the end, he settled at this area that allowed people to try out the Samsung Galaxy Tab 3 Kids. He spent about 30 minutes on that gadget and even when I decided to leave, he was still playing with it.
I was shocked at how children were no longer contented with âtraditionalâ toys (toys that are defined in shape), toys that I played when i was young. Instead, they were more interested in toys/things that are in motion (like the commercials played) and toys that provide some kind of response when an effort is placed by the user. I tried playing the Samsung Galaxy Tab and some of the functions it provided was a colouring book and a game that resembles Sally Salon, where users can decide the hairstyles, color etc for him and use the various styling tools to create the ideal look they want their users to have. Perhaps toys like those mirror reality a little better than the other toys as other toys, such as a toy truck. Playing with a toy truck requires children to exercise their imagination and create a scene in their minds. On the other hand, playing with an electronic device or watching a video, helps them to see a scene provided for them, using their own eyes.Â
(Fig A: The boy who was constantly distracted by the video nearby)
(Fig B: Photos taken of the boy who was glued to the Samsung Tablet at different intervals)
(Fig C: Boy staring at the screen)