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Milton Bradley
VISUAL STRATEGY GUIDE
Visual Strategy Guide
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PAST S T N E M E V E I H C A 1.1 About us 1.2 History
FUTURE VISION
2.1 New mission 2.2 Brand visualization 2.3 New extension 2.4 Keywords
TARGET AUDIENCE
3.1 About audience 3.2 Personas
S R O T I T E P M O C
4.1 Current competitors 4.2 Adjacent competitors 4.3 Aspirational competitors
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PAST S T N E M E V E I H C A 12 14
1.1 About us 1.2 History timeline
Competitors
Target Audience
Future Vision
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Past Achievements
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y e l d a r B n Milto g n i d l i u b t u is abo h g u o r h t n o connecti o t t n e m n i a entert g n i n r a e l e enhanc , e c n e i r e p ex y t i v i t a e r c flourish r i e h t e v o r p and im . g n i k n i h t cognitive
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Milton Bradley
Visual Strategy Guide
ABOUT US
The Milton Bradley Company was an American boardgame manufacturer established by Milton Bradley in Springfield, Massachusetts, in 1860. In 1920, it absorbed the game production of McLoughlin Brothers, formerly the largest game manufacturer in the United States. He developed and sold over 200 games and puzzles for both children and adults. In the mid-1990s Milton Bradley produced a line of more than 200 games for children and adults, including board and strategy games and puzzles. Some of its most famous traditional products continued to be profitable items: The Game of Life, the descendant of the game invented by Milton Bradley himself; Scrabble; Chutes and Ladders; and Yahtzee. New products were added such as 3D puzzles and toys based on Star Wars and Disney’s Hunchback of Notre Dame.
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Future Vision
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Past Achievements
OUR HISTORY
1861
1911
Milton Bradley’s miniature versions of The Checkered Game of Life, distributed to soldiers during the Civil War, were the first mass produced travel-sized games ever made.
The company was passed to Robert Ellis, who passed it to Bradley’s son-in-law Robert Ingersoll, who eventually passed it to George Tapley’s son.
Competitors
Target Audience
Civil War
1860
1869
Milton Bradley opened a company to produce a lithograph machine for Springfield business. He produced a very popular reproduction of a portrait of Abraham Lincoln during that year’s presidential election. Invented a board game called “The Checkered game of life“.
Milton Bradley become involved in the kindergarden movement. His company manufactured educational items for children. He published American first book for kindergardens, “Paradise of Chilhood“ by Friedrich Froebel. Then he devoted his entire business to children’s needs.
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Milton Bradley
1960
1977
Milton Bradley released a board game called “The Checkered Game of Life”. The goal was no longer to reach Happy Old Age, but to become a millionaire.
Milton Bradley released Simon, an electronic game which players tried to imitate the electronically generated pattern of tones and light of a table top unit.
1941
1965
1984
Milton Bradley’s board directors, scrambling to avoid bankruptcy, so he persuaded James J.Shea, Springfield business man to take over the presidency of the compant.
Twister was released, which involved the physical manipulation of a player’s whole body. Twister became an icon of the liberated in 1960s.
The company is now considered a Hasbro brand. However, through the 1980s and ‘90s, they continued to produce new games under their own management, using their own facilities.
Visual Strategy Guide
2019
Popular old games 1860 1974 1977 1978
Game of life Connect Four Family Feud Simon
1973 1981 1984 1936
Perfection Alexis &Allies Ask Me Another Easy Money
1949 1954 1956 1965
CandyLand Park and Shop Yahtzee Trouble
1966 1967 1969 1982
Twister Battleship Win A Card Guess Who?
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FUTURE VISION 20 26 28 30
2.1 New mission 2.2 Brand visualization 2.3 New extension 2.4 Keywords
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Competitors
Target Audience
Vision
›› Future
Past Achievements
OUR MISSION
y e l d a r B Milton d n a e r i p s aims to in eople p e g a r u o c en d n a e t a r o to collab s n o i t c e n build con r e t t e b e to mak . e f i l n i s e choic
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Milton Bradley
Visual Strategy Guide
Milton Bradley company used to produce, sell and market a broad line of popular card, board games, puzzles, action games and educational activity toys for kids.
Competitors
Target Audience Vi
ture ›› Fusio n
Past s Achievement
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MILTON BRADLEY
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Milton Bradley
Visual Strategy Guide
CURRENT
The old Milton Bradley reminds people of a scene sitting around a comfortable sofa, playing board games while watching shows. All in all, It’s a warm memory of a family spending time together.
Competitors
Target Audience Vi
ture ›› Fusio n
Past s Achievement
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MILTON BRADLEY
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Milton Bradley
Visual Strategy Guide
FUTURE
The new Milton Bradley will help to get inspired and push people passed their limits and deepen their connection with one another. The overall look features a sense of teamwork, inspiration and discovery by making effective choices.
Competitors
Target Audience Vision
›› Future Past Achievements
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Milton Bradley
Visual Strategy Guide
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Competitors
Target Audience
Vision
›› Future
Past Achievements
OUR PROSPECT
Milton created numerous boardgames for both kids and adults. For them to spend time together and have fun and build learning skills at the same time. Milton Bradley can expand by adding a facility that includes classes and outdoor activity where they could practice their cognitive skills with families, friends even co-workers. That would eventually help to build a solid foundation for market leadership and growth. Since Milton Bradley focuses on educating children by creating products and toys for kids. We would take it furthur by openning educational classes where it will motivate people to grow, change and thrive. Providing creative workshops, skill training and team building services for companies, families and friends. By working together they will leave as a new evolved person.
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Milton Bradley
Visual Strategy Guide
“COMING S I R E H T E TOG . G N I N N I A BEG KEEPING S I R E H T E TOG . S S E R G PRO G N I K R O W S I R E H T TOGE ” . S S E C SUC —Henry Ford American captain of industry
Competitors
Target Audience Vision
›› Future Past Achievements
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O B A L L O C T A V I T O M
V O C DIS
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Milton Bradley
Visual Strategy Guide
N O I T ORA
TION
Y R E V
Collaboration Developing communication and collaberation skills by bringing people together to respect, trust and care for each other.
Motivation Motivate people from different backgrounds by helping them to improve, change and grow.
Discovery Encourage People to learn more about themselves through new and playful experiences by bringing them together to test and discover their habits and talent.
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T E G R A T E C N E I D AU 35 36
3.1 About audience 3.2 Personas
Competitors Audience
›› Target Future Vision
Past Achievements
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Milton Bradley
Visual Strategy Guide
OUR AUDIENCE
As we expand our new mission, there has been some changes towards our target audience. Milton Bradley doesn’t only focus on kids anymore, we focus on people who want to change, grow and thrive and who want to heighten their capabilities, sharpen and combine skills.
Future Vision
Past Achievements
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The Creator Elle Johansson
+ Her mother is an artist, so Sophie looks up to her. She wants to be a painter like her mother. + Sophie never gets along with her older sister, because she feels like they have different interest.
Competitors
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Audience
+ Her mother always tries to make them get along, but Kristina, Sophies sister doesn’t want to sit with her sister because Sophie always paint on Kristinas’ things. + Sophie is an excellent student, but she’s a shy kid except around her family. + She loves trees. She keeps drawing them everywhere, but she’s scared of nature thats why she doesn’t like any outdoor activities. + Sophie misses her dad. He’s a marine, so she rarely sees him. + Sophie always sits at home. Her mother always tries to encourage her to go out and play with her friends.
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9 years old
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Grade 4
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San Jose
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Swedish
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Milton Bradley
Visual Strategy Guide
The Creative Sarah Jalal
+ She always depends on herself on terms of everything. She trusts herself and her brother more than anyone. She wants to be able to connect with people because she has a hard time doing so. + She uses a lot of app to help manage her time, because she thinks it’s more efficiant. + She has a lot of interest, such as ceramics, reading and scrapbooking, because she had interest in art since she was a child. + She’s taking pottery classes in order enhancing her talent and improve her social life. + She has a twin brother who is a lot like her, but they don’t look alike. She’s short and he’s super tall. They share same friends. + They always try to encourage each other to do better. She really appreciates having a brother like him who supports her decisions. + She works really hard because she loves her job. She’s specialized in brainstorming new ideas and strategies to target the right audience.
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25 years old
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Advertising account planner
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Boston
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Bahraini
Future Vision
Past Achievements
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The Gamer
Zhenghao Li
+ He just got a job as a visual developer that he dreamt to start building his career at EA + After getting his new job, he works very hard to impress his boss and get a higher position.
Competitors
›› Target
Audience
+ He often works late, so his boyfriend misses him and wants him to spend some time with him. + He is good with communicating with others but he finds a hard time collaborating with other. Thats kind of required in his field. + He loves to share his ideas and talk about his designs and he’s open with critiques because he wants to evolve. + He goes to Comic-Con every year to see whats new and to network with new designers. He always takes his boyfriend with him. + He is pretty good with video games. He stays upto-date with every game in his field because video games interest him.
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27 years old
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Visual Development
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Orlando
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Malaysian
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Milton Bradley
Visual Strategy Guide
The k e e G h c Te Raj Capoor
+ He’s passionate about learning new technologies from applications to devices. He wants to be up in his game. + He is an expert with UX design, which is why he is good with solving problems and communicating with users. + He likes working on hard and complicated projects because he likes to challenge himself. + He is obsessed with coffee. He can’t live without having it at least once a day because he he stays up late working. + He misses his family especially his mother who is living in India, since he is close to her the most. + He gets so frustrated when he doesn’t meet his goal because he wants to succeed in life. + He wants to improve his communication skills but he doesnt know where to go. +
32 years old
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UX Designer
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San Antonio
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Indian
Future Vision
Past Achievements
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The c i l o h a k r Wo Jackson Williams
+ He has 2 sons and a daughter. He doesn’t get along with one of his sons cause his son thinks that he prefer his older son then him.
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Audience
+ He tries his best to build relationship with his children but he hardly have time to spend it with them because he works most of the time. + He wants to be a perfect father to them, but he needs to focus on his work and building a future not only for himself but for his kids too. + He can multi-tasks from his all experiences through all these years of practicing being a CEO and a father.
Competitors
+ He is the boss so he doesn’t like to follow any type of rules. He likes to make them. + He believes connecting to his co-workers is important to boost his social skills and theirs. every week he invites his co-workers for dinner. + He is a punctual man, he gets up early likes everything to be in order.
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62 years old
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CEO
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Atlanta
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American
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Milton Bradley
Visual Strategy Guide
The Surfer
Trevor Monti
+ He likes to take pictures and videos of his surfing tricks. To analyze his mistakes and to take his skills further. + He loves hanging out with his friends who are from different culture. They have a common love which is surfing. + Studying his bachelors in Linguistics at UCLA. He is really interested in cognitive psychology. + He gives Surf lessons for beginners. He tries his best to build trust between them in order to teach them riding waves safely. + He likes to babysit his nephew since they have the same interests. + He uses habit tracker app that helps him track his habits from chewing gum to surfing. + He learned Japanese, Spanish and French. He likes to practice it with his friends. He started to learn Arabic too but he thought it’s going to be hard but it’s not.
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19 years old
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Student at UCLA
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Los Angeles
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Spanish
Future Vision
Past Achievements
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The t s i n o i h Fas Sofia Garcia
+ She lives with her sister in a loft because it’s cheaper to share. + She likes to discover peoples unique style and help them to be stylist.
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Audience
+ She knows the newest trends in the market. She thinks that she is perfect in her jobs. + Yes she like new trends and fashion, but she never wants to change and grow as a person. + She has a hard time mingling with others. She just like to talk to her clients about fashion and she is pretty good at it.
Competitors
+ She likes to stay at home in her free time and read books. She likes to be in her own space. + She is always socially awkward. She hates crowded places, she feels pressured when she’s in the crowded places so she tries her best to avoid events. +
30 years old
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Beauty Stylist
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New York
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Mexican
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Milton Bradley
Visual Strategy Guide
The t s i n o i t c Perfe Emily Smith
+ She published 14 cook books inspired from her grandmother recipes because she wants her grandmother to be remembered. + She is in good health, exercise and go to yoga classes to maintain her shape. + Her husband is a CEO and a founder of a book publisher company as well. Thats how he met Julie so she’s well lived. + Every weekend her sister family visits and they cook together on the memory of their grandmother. + She lives her life in certain way. She doesn’t like changes and thinks she got everything she need at home near her family. + She’s OCD. She always make sure her house is organized and super clean. Her day is always planned ahead. + She has two daughters one of them is married and the other goes to Princeton University, she’s very proud of them.
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48 years old
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Writer
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Cincinnati
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American
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S R O T I T COMPE
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4.1 Current competitors 4.2 Adjacent competitors 4.3 Aspirational competitors
O P U O R G A D "FIN G N E L L A H C O WH P S , U O Y E R I P INS E H T H T I W E M I T R U O Y E G N A H C
E L P O E OF P D N A E G F O T O L PEND A L L I W T I D N A , EM " . E F I L R —Amy Poehler American actress
›› Competitors
Target Audience
Future Vision
Past Achievements
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Milton Bradley
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CURRENT COMPETITORS
Current competitors for Milton Bradley would be in the category of selling board games and toys for kids. Milton Bradley communicates and teaches through games. It’s not about winning or losing; it’s about thinking strategically through entertainment.
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Hasbro
Past Achievements
Hasbro is a global play and entertainment company committed creating best play experiences. It’s the third largest toy maker in the world.
Days of Wonder They develop and publish games. Their board games are well designed with top notch components. They published in several languages.
Future Vision
Alderac Entertainment Group AEG used to publish Shadis magazines. Now they publish role-playing games and collectible card games.
Target Audience
Fantasy Flight Games It’s a leading hobby game company. They publish board and card games, roleplaying games, Living Card Games, miniatures games and digital games. They earned a reputation for its innovative gameplay.
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Competitors
Wizards of the Coast Wizards of the Coast publishes roleplaying games, board games, and collectible card games. The games primarily based on fantasy and science fiction themes, and formerly an operator of retail stores for games.
Asmodee It’s a French publisher of board games, card games and role-playing games. Develop their own games and publish and distribute for other smaller game developers.
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Milton Bradley
Visual Strategy Guide
Spin Master Games A global children’s entertainment company that creates, designs, manufactures, and markets their innovative toys, games and products.
Z-Man Games A game publisher. New Yorker Zev Shlasinger created the company in 1999 for the sole purpose of bringing back Shadowfist, one of the best multiplayer Collectable Card Games ever made.
Atlas Games Atlas Games is a publisher of award winning card games, board games, and roleplaying game books. Since 1990, we’ve delivered some of the most fun and well respected games in the tabletop gaming industry.
Decision Games DG publishes board and computer games on military history and through Strategy & Tactics Press publishes magazines, games, books, and other media on military history. Decision Games provides games ranging in size and complexity from folio games to monster games.
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Target Audience
Future Vision
Past Achievements
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ADJACENT COMPETITORS
Adjacent competitors would be in the category of brands that focus on inspiring children and adults to explore the world and enhance their communication and collaberation with their parents, families and friends.
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Logo
Past Achievements
A family from Denmark ownes the company. It’s best known for manufacturing interlockig plastic bricks.
Mattel An American toy manufacturing company which aims to create toys to inspire the wonder of children.
Future Vision
Nintendo Japanese consumer electronics and video game company. Nintendo is one of the world’s largest video game companies, creating some of the bestknown such as Mario, The Legend of Zelda, and Pokémon.
Target Audience
Sega SEGA is one of the world’s premier video games developers and publishers. They develop and publish games across all top platforms.
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Competitors
Disneyland Disneyland Park is the first theme park built at Disneyland resort in Anaheim, California. It is the only theme park designed and built under the direct supervision of Walt Disney.
Universal Studios Is a film studio and theme park. Provide many memorie sand is one of the oldest and most famous Hollywood film studios still in use. There soul is waking up where the action is.
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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.
K-1 Speed Chain of indoor racing center featuring electric go-karting for all ages & skill levels. K-1 brings the thrill and excitement.
Philadelphia Zoo The Philadelphia Zoo, located in the Centennial District of Philadelphia, Pennsylvania, it was the first true zoo in the United States. It provides family education center where kids can feed and groom animals.
Children’s Creativity Museum It’s an innovative art and technology experience for children to nurture creativity and collaboration in all children and families.
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Target Audience
Future Vision
Past Achievements
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ASPIRATIONAL COMPETITORS
Aspirational competitors would be in the category of brands that focus on personal growth, teamwork skills that would help heighten capabilities, sharpen and combine skills and get them exposed to new ideas. Find out what drives them and how can they make their world a better place and make smart choices in life.
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TED Talk
Past Achievements
TED is a nonprofit devoted to spreading ideas, usually in the form of short, powerful talks. independently run TEDx events help share ideas in communities around the world.
99U 99U tells the stories of creative leaders who are mastering their crafts, building incredible careers, and shaping their industries.
Future Vision
Designer + Geek It’s a community for people interested in design, art, and technology. they host monthly events that feature great speakers on interesting topics.
Target Audience
SPiN SPiN is the ultimate nightlife destination that brings entertainment, social interaction and a little healthy competition to spice up your event.
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Competitors
TeamBonding they offer team building activities and ideas. And each program is the perfect catalyst for helping certain organizations achieve certain goals. teams are more collaborative and more caring of each other, which makes them more effective and productive.
Search Inside Yourself Leadership Institute It’s an independent nonprofit organization. SIYLI strives to teach people tools for compassion, empathy and wisdom so that they can create a better world for themselves and others.
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Outward Bound It’s a non-profit organization that serves people of all ages and backgrounds through challenging learning expeditions that focus on character development, leadership and service.
Meetup It’s an onlone socioal networking website and mobile app that factilitates offline people meeting in various locations around the world. They allow members to find and join groups unified by a common interest.
National Park Service It preserves unimpaired the natural and cultural resources and values the System for the enjoyment, education, and inspiration for future generations. Creating close to home opportunities for kids and families to get outside, be active, and have fun.
Handstand It was born amongst friends. They discovered a unique type of friendship through going on crazy trips together, and now they create experiences where others can tap into that as well. They believe that friends should push each other, and in doing so, will forge more lasting and meaningful relationships.
SOURCES
Book: Who is Milton Bradley? Unsplash.com Pexels.com Encyclopedia.com Fontmeme.com Inc.com Company-histories.com