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Visual Strategy Guide
Milton Bradley Visual Strategy Guide
Contents
01 02 03
Brand Overview Introduction The History Our Mission Keywords
6 12 14 18
Personas Brand Past Brand Future
24 34 36
New Direction
Our Competitors Current Competitors Adjacent Competitors Aspirational Competitors
42 44 46
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Brand Overview
Visual Strategy Guide
Brand Overview
Introduction
The Milton Bradley Company was an American board game manufacturer established by Milton Bradley in 1860. During its time the Milton Bradley Company created a lots of different kind of board game that require the players to think, cooperate and learn.
Milton Bradley moved to Springfield, Massachusetts, in 1860 and set up the state's first color lithography shop. Its graphic design of Abraham Lincoln sold very well until Lincoln grew his beard and rendered the likeness out-of-date. Struggling to find a new way to use his lithography machine, Bradley visited his friend George Tapley. Tapley challenged him to a game which was most likely an old English game. Bradley conceived the idea of making a purely American game. He created The Checkered Game of Life, which had players move along a track from Infancy to Happy Old Age, in which the point was to avoid Ruin and reach Happy Old Age. Squares were labeled with moral positions from honor and bravery to disgrace and ruin. Players used a spinner instead of dice because of the negative association with gambling. By 1861, over 45,000 copies of The Checkered Game of Life had been sold thus Bradley became convinced board games were his company's future. When the Civil War broke out in early 1861, Milton Bradley temporarily gave up making board games and tried to make new weaponry. However, upon seeing bored soldiers stationed in Springfield, Bradley began producing small games the soldiers could play during their down time. These are regarded as the first travel games in the country.
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Milton Bradley
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Visual Strategy Guide
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Brand Overview
Milton Bradley
Collaboration is important not just because it's a better way to learn. The spirit of collaboration is penetrating every institution and all of our lives. So learning to collaborate is part of equipping yourself for effectiveness, problem solving, innovation and life-long learning in an ever-changing networked economy. — Don Tapscott
In the late 1860s, Bradley became involved in the Kindergarten movement. Deeply invested in the cause, his company began manufacturing educational items such as colored papers and paints. The Milton Bradley Company took a new direction in 1869 after Milton Bradley went to hear a lecture about the kindergarten movement by early education pioneer, Elizabeth Peabody. Bradley spent much of the rest of his life promoting the kindergarten movement both personally and through the Milton Bradley Company. Milton Bradley was an early advocate of Friedrich Froebel's idea of Kindergarten. Milton Bradley's company's involvement with kindergartens began with the production of "gifts," the term used by Froebel for the geometric wooden play things that he felt were necessary to properly structure children's creative development. Bradley spent months devising the exact shades in which to produce these materials; his final choice of six pigments of red, orange, yellow, blue, and violet would remain the standard colors for children's art supplies through the twentyth century. In 1984, Hasbro, ending 124 years of family ownership, bought out Milton Bradley. In 1998, Milton Bradley merged with Parker Brothers to form Hasbro Games.
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Visual Strategy Guide
Brand Overview
The biggest sources of opportunity are collaboration and partnership. And today, with digital communication, there is more of that everywhere. We need to expose ourselves to that as a matter of doing business.
— Don Tapscott
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Milton Bradley
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Visual Strategy Guide
Brand Overview
The History 1860 Milton Bradley set up the state’s first color lithography shop and later created The Checkered Game of Life.
1869 After hearing a lecture about the kindergarten movement Bradley would spend much of the rest of his life promoting the kindergarten movement both personally and through the Milton Bradley Company.
1861 Over 45,000 copies of The Checkered Game of Life had been sold. Bradley became convinced board games were his company’s future.
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1870s George Tapley bought the interest of the lost investors and took over as president of the Milton Bradley Company thus Milton Bradley can keep his kindergarten work.
1911 The company was eventually passed to George Tapley’s son, William after Bradley’s death in 1911.
Milton Bradley
1920s-1930s
1984
Milton Bradley began to decline in the 1920s and fell dramatically in the 1930s during the Depression.
Hasbro, ending 124 years of family owner-ship, bought out Milton Bradley.
1920
1998
The company absorbed the game production of McLoughlin Brothers, formerly the largest game manufacturer in the United States.
Milton Bradley merged with Parker Brothers to form Hasbro Games.
1960s Milton Bradley celebrated their centennial in 1960with the re-release of The Game of Life, which was modernized. Twist made its debut and became a phenomenon.
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Visual Strategy Guide
Brand Overview
Our Mission
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Milton Bradley
Our New Mission Statement
To help people learn and cooperate together through fun.
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Visual Strategy Guide
Brand Overview
We will try to help people have more connection with their friends, learn from the communication with others and do self-discovery through these interesting experience.
In future the Milton Bradley Company will go much further than producing board games. We will try to help people having more connection with their friends, learning from the communication with others and doing self-discovery through these experiences. Milton Bradley will provide approaches and platforms for the audience to learn skills of social interaction and then practice in the following events. During the events, the audience will also be able to get information, knowledge and suggestions from others which could be helpful for them to improve themselves. Milton Bradley will expand its area to the whole community and build the connection cross generations in order to give the audience more chance and more choice.
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Milton Bradley
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Visual Strategy Guide
Brand Overview
Keywords 01. Communication Since we are all living in the human society it's impossible to avoid have communication with others. However, many people may rely too much on the Internet thus they don't have enough communication with others or they even don't know how to do it.
02. Discovery In order to have an enjoyable life, the first important thing we need to do is to find out what kind of life we really like and what kind of ability we have.
03. Encouragement The most difficult part of making a change is always the first step, so it can be helpful if we can get encouragement from anyone else.
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New Direction
Visual Strategy Guide
New Direction
Life is not a solo act. It's a huge collaboration, and we all need to assemble around us the people who care about us and support us in times of strife. — Tim Gunn
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Visual Strategy Guide
Brand Overview
Personas
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Milton Bradley
Personas are the fictional audience information which represent the actual users and highlight the feature and requirements of them. By modeling and analyzing the personas, the brand will be able to deeper understand their target audience and then better identify how to match their needs. Milton Bradley is going to expand to the whole community and cross the generation, so the personas for the brand need to be people from different age and position. But they should have the same need which is the social interaction.
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Visual Strategy Guide
Brand Overview
School Advisor
Duante Wilson Age: 32 Gender: Male Location: San Francisco Education: Master Occupation: College Advisor Income: $$$$$$$$$$
Ethnographic traits: • Duante is an outgoing person thus he knows how to talk with people very well. • The students in his school know that he's a good advisor because he has worked there for years and has done great job. • He can always give out some useful advices to the students based on his extensive knowledge. • He knows how to guide the students during their conversation and help them find out the answer they need because he has seen a lot through his career life. • He knows how to improve himself as well because he's willing to talk with different kind of people and get information from them. • Since he is a nice and easy-going person, normally the students can get enough confidence after their conversation. • He wants to find out the best advice for his students thus he keeps learning after work.
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Milton Bradley
Graduating Student
Anna Brown Age: 24 Gender: Female Location: New York Education: Master Occupation: Student Income: $$$$$$$$$$
Ethnographic traits: • She’s never worked before thus she’s curious about what the career life would be. • She doesn't have any friend who has already started working thus she doesn't know who she can ask for suggestions about her coming work. • The relationship between colleagues must be different from the relationship between classmates, she feels really worry about the right way to stay with her future colleagues. • Her parents tried to give her some help, but they have worked for many years thus their words may not work for a new employee. • She feels so nervous because she has lots of things to do during her last semester. • She wants to give her colleagues a nice first impression to put herself in the team quickly. • She wants to make friends with graduating students like her thus they can work hard together.
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Visual Strategy Guide
Brand Overview
Single Dad
Peter Smith Age: Gender: Location: Education: Occupation: Income:
51 Male Chicago Master Company Employee $$$$$$$$$$
Ethnographic traits: • He has a 20 year-old daughter thus he wants to know how to help her to get used of the career life in the close future. • He doesn’t know too much about the women’s fashion so he need help when his daughter going to graduate. • He was busy working and making money thus he feel worries about maybe he didn’t give his daughter enough guide. • Sometimes he even feels don’t know about how to communicate with his daughter and he doesn’t know her feeling and thought. • He wants to help her daughter making more new friends who can help her in the future. • He thinks he also need to learn about how to chat with his daughter, but he doesn’t where he can learn about it. • He also wants to know how about the women’s working environment since he never cared about it before during his work.
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Milton Bradley
Empty Nest
Mary Zhang Age: 46 Gender: Female Nationality: Seattle Education: Bachelor Occupation: Housewife Income: $$$$$$$$$$
Ethnographic traits: • She was grown up in China and has immigrated to the US with her husband several years ago. • She spent almost all her time taking care about her children and she feels really tired. • Her two children are now studying and living on campus thus she suddenly has lots of free time but she doesn’t know what she can do. • Her friends always tell her that she should have her own life while she never agree with it before. • Since she has enough time now, she starts to think about her friend’s advices. • Because of taking care of her children’s daily life and study, she hasn’t gone outside and met some new friends for a long time. • She wants to spend more time on herself now but she doesn’t know what she should do at first.
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Visual Strategy Guide
Brand Overview
New Mom
Dominique Miller Age: 27 Gender: Female Location: Los Angles Education: Bachelor Occupation: Company Employee Income: $$$$$$$$$$
Ethnographic traits:
• This is her first baby so she doesn't have any experience on how to take care of him. • She has a nice job and she love it, so she starts to confused about how to achieve the balance between her job and taking care of her child. • She found that it’s more difficult to taking care of a baby and working at the same time and it makes her feel anxiety, so she wants to talk with someone about it. • She thinks that she may need to hear other’s experience and advice for help. • Her husband is really busy, he always needs to fly to other cities thus he can just give limited help taking care of the baby. • She knows how to enjoy the life on her own, but she’s not sure whether she can do it with a child. • She doesn't want to spend all her time on taking care of her child, she still wants to have enough social interaction with others.
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Milton Bradley
Sad Elder
Tina Davis Age: Gender: Nationality: Education: Occupation: Income:
76 Female United States High School Retired Teacher $$$$$$$$$$
Ethnographic traits: • Tina and her husband love each other very much, but her husband just left her thus she feel really sad. • She feels that she has no passion to life now because of the death of her husband. • Her children feels worry about her and want to find some people that can cheer her up. • She has been a teacher for more than 30 years thus she’s good at teaching people. • She and her husband enjoy the life thus she always follow the fashion. • Getting out and haveing communication with other people may be a good way to help her walk out from the sadness. • She loves children, that’s also the reason why she became a teacher in the past.
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Visual Strategy Guide
Brand Overview
Terrible Student
Kevin Lu Age: 21 Gender: Male Nationality: Hong Kong Education: High School Occupation: Student Income: $$$$$$$$$$
Ethnographic traits: • Kevin was not a good student and he finally dropped out from her high school. • Recently he realized that he's over 20 years old and he may not be able to find a good job because of his education. • He always feel confused about what his future life would be and is it still possible for him to have a better future. • He doesn’t have a rich family thus he doesn’t have enough money to take expensive courses. • His parents need to do several jobs to support the family thus they don’t have enough time to educate him or communicate with him. • He wants to talk with someone else to get some suggestion, but since he dropped out from the high school, he doesn’t have too many friends. • He started to walk outside in order to find some chance that he can change his life.
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Milton Bradley
Game Lover
Jean Anderson Age: Gender: Nationality: Education: Occupation: Income:
16 Female United States High School Student $$$$$$$$$$
Ethnographic traits: • Jean loves playing games and spends nearly all her free time on it. • She feels happy and enjoyable when playing game thus she doesn't think she needs to make any change. • She has lots of friends in games and they can communicate on the Internet. • She also has lots of other interests such as illustration and writing, and she considers to pick up one as her future job. • Since the Internet develops very fast, Jean believe that she can do all her work through the computer and Internet, including her job. • She thinks she can be much more capable and confident when she's behind the screen. • There are lots of educational videos and lectures on the Internet so she think she can learn by herself instead of going outside and taking a real class.
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Visual Strategy Guide
Brand Overview
Brand Past The old Milton Bradley focus on producing board games which can bring people happy and fun. There was no further meaning and the games were most produced for children and young teenagers. It's easy for them to fall behind the time because of the limited platform.
Milton Bradley
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Milton Bradley
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Visual Strategy Guide
Brand Overview
Brand Future The new Milton Bradley is going to expand to the whole community and will cross the generation. It will help people learning communication skills, getting more connection with their friends and having self-discovery. It will be more helpful and meaningful for the audience through lots of different approaches.
Milton Bradley
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Our Competitors
Visual Strategy Guide
Our Competitors
The biggest sources of opportunity are collaboration and partnership. And today, with digital communication, there is more of that everywhere. We need to expose ourselves to that as a matter of doing business.
—Mark Parker
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Milton Bradley
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Visual Strategy Guide
Our Competitors
Current Competitors The current competitors of Milton Bradley are these companies who are also producing board games. Comparing to these brands, game of Milton Bradley has more educational function and it focus more on the communication and collaboration.
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Parker Brothers Parker Brothers was an American toy and game manufacturer founded in 1883. It has produced many kind of board games and they even began to produce electronic versions of their popular board games in the late 1970s and early 1980s.
Lookout Games Lookout Games is a German board and card game publisher founded in 2000. The board game Agricola was published in 2007 and later got the special award Complex Game at the German Game of the Year awards
Fantasy Flight Game Fantasy Flight Games is a game company founded in 1995. Later it become one of the biggest names in the hobby games industry, being a marketplace leader in board games and maintaining strong businesses in the card game, roleplaying game, and miniature game categories.
Days of Wonder Days of Wonder is a board game publisher founded in 2002, distributes its games to 25 countries. It specializes in German-style board games and have branched out to include some online games.
Milton Bradley
Wizards of the Coast Wizards of the Coast is an American publisher of games founded in 1990, primarily based on fantasy and science fiction themes, and formerly an operator of retail stores for games.
Z-Man Games Z-Man Games is a board game company incorporated in 1999. It produced a lot of card games.
AsmodÊe Éditions Asmodee is a French publisher of board games, card games and role-playing games. Founded in 1995 to develop their own games and to publish and distribute for other smaller game developers, they have since acquired numerous other board game publishers.
PlayMonster PlayMonster is a manufacturer and marketer of family entertainment products that specializes in games, children's puzzles, toys, activities, and teaching tools.
Cardinal Industries Cardinal Industries is a toy manufacturers founded in 1945, offers consumers a wide range of classic games, innovative puzzles and contemporary and evergreen licensed products for game and puzzle lovers of all-ages.
Spin Master Spin Master is a Canadian global toy and entertainment company that has been designing, developing, manufacturing, and marketing consumer products for children around the world since 1994.
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Visual Strategy Guide
Our Competitors
Adjacent Competitors The adjacent competitors of Milton Bradley are these companies who are also producing products that can help people have fun with their friends and family members. This kind of product can be many kind of games and positions.
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Universal Studio Universal Studios Hollywood is a film studio and theme park. It has a variety of family based attractions.
Exploratorium The Exploratorium is a museum in San Francisco that allows visitors to explore the world through science, art, and human perception. Its mission is to create inquiry-based experiences that transform learning worldwide.
Mattel Mattel is an American multinational toy manufacturing company founded in 1 945. In the early 1980s, Mattel produced video game systems, under its own brands and under license from Nintendo.
Children's Discovery Museum Children's Discovery Museum opened its doors in 1990, and over 6 million visitors have attended. The museum builds and displays interactive exhibits that they believe respond to children's diverse educational needs.
Milton Bradley
Nintendo Nintendo is a Japanese multinational consumer electronics and video game company founded in 1889. It is one of the world's largest video game companies by market capitalization.creating some of the best-known and top-selling video game franchises
Children's Creativity Museum Children's Creativity Museum is an innovative art and technology experience for children ages 2-12 years. The mission of the museum is to nurture creativity and collaboration in all children and families.
Sega Games Sega Games is a Japanese multinational video game developer and publisher. Sega is the world's most prolific arcade game producer and is known for publishing several multi-million selling game franchises
Disneyland Disneyland Park is the first of two theme parks built at the Disneyland Resort in Anaheim, California, opened in 1955. It has several different lands and some of them are especially family friendly.
Lego Lego is a line of plastic construction toys that are manufactured by The Lego Group, a privately held company based in Billund, Denmark.
Ubisoft Ubisoft is a French video game company founded in 1986. It is known for publishing games for several acclaimed video game franchises and some of the game can be played together with friends online.
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Visual Strategy Guide
Our Competitors
Aspirational Competitors The future competitors of Milton Bradley are these brands who are focus on the communication and education. They may be based on different kind of platforms such as real courses, websites, forum and social medias.
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Facebook Facebook is an American online social media and social networking service company launched in 2004. Facebook has more than 2.2 billion monthly active users as of January 2018.
Meetup Meetup was launched in 2002, later became an organizing tool for a variety of interests including hobbies, drinking, sports and gaming.
Teaching Channel Teaching Channel is a multi-platform service delivering professional development videos for teachers over the Internet. In addition to showcasing inspiring teachers in videos, Teaching Channel also hosts a community for educators to share ideas, best practices and enhance their knowledge.
Twitter Twitter is an American online news and social networking service on which users post and interact with messages known as "tweets".
Milton Bradley
TED TED is a media organization that posts talks online for free distribution under the slogan "ideas worth spreading." TED was founded in February 1984[5] as a conference which has been held annually since 1990.
DHI Group DHI (Delivering Hire Insights) Group are organizing the world’s talent by providing specialized insights and relevant connections tailored to specific professions and industries.
Teamwork.com Teamwork.com is an Irish, privately owned, developer-led web-based company based in Cork, Ireland. Teamwork.com creates task management and team collaboration software to support high-performance teams.
ASCD ASCD (Association for Supervision and Curriculum Development) is a membership-based nonprofit organization founded in 1943. It has more than 125,000 members from more than 128 countries.
Designers+Geeks Designers + Geeks is a community for people interested in design, art, and technology. It hosts monthly events that feature great speakers on interesting topics.
Yonder Yonder is a mobile based application that enables adventure seekers to discover, share and plan their adventure and outdoor recreation programs.
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Website collaborationthroughfun.com Course The Nature of Identity Instructor Hunter Wimmer Image Source Unsplash, Pexels, Passel Article Source Wikipedia, Brainy Quote
Course: GR 604 Nature of Identity Instructor: Hunter Wimmer Student: Cheng Li Semester: Fall 2018