[GR604] Milton Bradley: Visual Strategy Guide (student project)

VISUAL STRATEGY GUIDE

Visual Strategy Guide

MILTON BRADLEY

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Visual Strategy Guide

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TABLE OF CONTENTS

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OUR HISTORY

About Milton Bradley

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Company History

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NEW VISION

New Mission

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Brand Objective

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Keywords

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Brand Visualization

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Target Audience

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Current Competitors

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Adjacent Competitors

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Aspirational Competitors

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Buzzwords

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OUR COMPETITORS

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"

Alone we can do so little, together when can do so much.

— Helen Keller

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OUR HISTORY

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Milton Bradley (1860–2009)

About The Company Milton Bradley found success making board games. In 1860, Milton Bradley moved to Springfield, Massachusetts, 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 Its graphic design of Abraham Lincoln sold very well until Lincoln grew his beard and rendered the likeness out-of-date.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 helped Bradley conceive 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.

Milton Bradley was an early advocate of Friedrich Froebel’s idea of Kindergarten.

Springfield’s first kindergarten students were Milton Bradley’s two daughters, and the first teachers in Springfield were Milton, his wife and his father. 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, green, blue, and violet would remain the standard colors for children’s art supplies through the 20th century.

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MILTON BRADLEY

Milton Bradley History Milton Bradley started to produce games for soldiers to play during hours of inaction. They were sold for one dollar a piece to soldiers and charitable organizations that purchased them in bulk.

Popular Games 1860–The Checkered Game of Life

Civil War

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Milton Bradley company produced dozens of different games and puzzles; including rebus-based games, word games, games of knowledge, biblical games, traditional games (marketed under "My Grandfather's Games), and a game titled "The Way to Make Money"

1936–Easy Money 1949–Candyland 1954–Park and Shop

1860 1861

1869

1870s

1956–Yahtzee 1965–Trouble 1966–Twister 1967–Battleship 1969–Win A Card 1982–Guess Who? 1974–Connect Four 1977–Simon

a.

Milton Bradley opened a company to produce lithographs for Springfield business. His most famous lithograph was of presidential candidate, Abraham Lincoln. It was a best seller. b.

Invented a board game called "The Checkered Game of Life"

a.

Milton Bradley became involved in the kindergarten movement. His company started manufacturing educational materials for children, such as paints. b.

The Milton Bradley company produced America's first book for kindergartens,"Paradise of Childhood" by Friedrich Froebel. Bradley then decided to devote his entire business to children's needs, including writing four children's books

VISUAL STRATEGY GUIDE

Milton Bradly passes and the company was handed to Robert Ellis, who passed it to Bradley's son-in-law, Robert Ingersoll, who eventually passed it to George Tapley's son, William

1911

As a centennial celebration, the company reissued a modernized version of "The Checkered Game of Life."

Called "The Game of Life," the goal was of the game was no longer to reach "Happy Old Age." It was now to become a millionaire.

1941

1960

Milton Bradley's Board of Directors, scrambling to avoid bankruptcy, persuaded a Springfield businessman, James J. Shea, to take of presidency of the company

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"Simon," an electronic game in which players tried to imitate the electronically generate patterns of tones and lights of a table top unit, was released.

1977

"Twister," a game that involved the physical manipulation of a player's whole body, was released. It became an icon of the liberated 1960s.

1984

2019

Hasbro, ending 124 years of family ownership, bought out Milton Bradley. The company, entirely owned by Hasbro, Milton Bradley continued to release games that capitalized on the country’s current trends.

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"

Unity is strength… when there is teamwork and collaboration, wonderful things can be achieved.

— Mattie Stepanek

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NEW VISION

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Renewed Brand Mission

Our mission is to motivate people to work together, develop their intellectual abilities, and build a better community.

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Re-branding Objective The Milton Bradley company used to produce games that bring people—children and teenagers—fun and happiness. Their line of games were broad and were centered around family time.

Milton Bradley will be more than just inventing games. The company aims to promote collaboration and contribution through an entertaining approach. It will benefit the individuals and the company as a whole. The company can expand to include both indoor and outdoor activities, classes and workshops where people—younger and older—can practice their cognitive skills.

The new Milton Bradley will create products and services that encourage people to participate in shared, cooperated communities. The New Milton Bradley will motivate people to grow, change and thrive.

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Brand Soul

Working together for a successful outcome

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Keywords

We define ourself by three keywords which essentially reflect our new identity. These simple words build our characteristics and drive us towards new horizons.

COMMUNICATION

Face-to-face interaction with others. It is a good way to learn from those who are similar and different from you.

ENGAGEMENT

Engaging with others who share common goals or interests, which leads to new and lasting relationships.

COLLABORATION

Bringing people together to work towards a common goal. Collaboration can result in something better than usual.

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Our Past

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The old Milton Bradley was about happiness and having fun during family time. It was also centered around activities for kids to do with friends and family.

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Our Future

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The new Milton Bradley will be geared towards a broader audience. It will still be about teamwork and communication that you can do with others.

Milton Bradley

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Target Audience

A Shift As Milton Bradley expands on it's mission, there will be a shift and growth in our target audience spectrum. Our audience will grow to include people of all ages who need to build and collaborate with others in their communities. These people want to change, grow and strengthen their abilities.

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The TechGeek • Passionate about coding and loves to learn everything she can about technology • She likes to push her limits to the next level and taking challenges • She is a leader on her team, which makes her good at solving problems and communicating with her team and interns • She stays up late working and always has a couple cups of coffee a day.

• She sometimes gets frustrated when her teams doesn't make their deadline.

• Most of her friends and social circle are in the tech industry.

She will meet different individuals from different backgrounds throughout her career • She believes that working with others will help her learn more and help achieve her goals.

• She loves to share what she knows with others who want to be successful like she is.

Ashley Baker 26 Software Engineer San Francisco

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The Creator • She likes to participate in hands-on activities with her family, especially her older brother.

• Occasionally, she gets frustrated with her projects and doesn't know how to explain what made her upset.

• She doesn't mind experimenting in the kitchen with snacks and cookies, when she is allowed.

• On the weekend, her family goes hiking and cave spelunking.

• She plays the piano and is in a band with other young aspiring musicians.

• Her favorite princess is Tiana because she works hard to keep her restaurant in business.

• She loves dancing around to anything her mother plays in the house

Melissa Williams 9 Fourth Grade South Dakota

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The Volunteer • He loves working with people and spending most of his time volunteering in his community.

• He enjoys being team leader when planing and working on a new volunteer opportunity.

• When he is not volunteering, he is playing on the football and basketball team . He is the co-captain.

• He loves listening to the personal stories of the elderly and being inspired by them

• Wants to study human behaviors and interactions in college.

• When being part of a team he has to work effectively with others, including those older and younger than he is.

• He cares about social and environmental issues and believes people can make a difference if they work together.

Brian Michaels 18 High School Senior New York

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The Sport Dad • He drives his children to school and sporting events. He wanted to be the stay at home dad while his wife pursued her career.

• He will have casual meetups with other parents to talk about life, parenthood and the good and bad that comes with it.

• He occasionally has trouble communicating with his children about what is right and wrong.

• When he is upset, he has trouble expressing his feelings in a way that is not destructive.

• He wants to know how he can motivate his children in a fun, active, and engaging manner.

• He wants to work with other parents at the local community center for underprivileged youth because he sees something special in them.

• He brings and sets up his children for play dates with his neighbors.

Wayne Howard 35 Stay at Home Parent Louisiana

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The Gamer • Newly hired at his dream company, Sony.

• He works hard to get promoted to a higher position so he can become a team leader.

• His boyfriend often misses him and wishes he would spend more time with him because he is always working late.

• Loves to share his ideas and is opened to feedback that will help him improve his craft.

However, he has a hard time working with others.

• Stays up-to-date with the latest video games, even his least favorite ones.

• Takes his partner with him to conferences and events so he can see and share in some of his passions.

• He doesn't always likes to follow the rules because he likes to make his own.

Michael Cunnigham 30 Game Developer Florida

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The Workaholic • He has 4 sons, and has not been in contact with one of them for a few years now.

• Wants to build a better relationship with all of his children, but he feels like there is not enough time and their schedules to do match.

• He works so much to build a life for his children and grandchildren.

• He makes his own rules and does not plan on retiring anytime soon because he believes he still has a lot to learn.

• He believes that good communication is the key to having the best team to work with.

• He does not like when things aren't in order or when people aren't on time.

• He uses his experiences as a father to make his movies better and more relatable.

Joe Gonzales 62 CEO/Director/Producer Georgia

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The Retired Ace • She has been a retired seamstress for 10 years • In her opinion, she doesn't need to work with anyone because she isn't looking for work • All of her children are grown and live in various states with families of their own • She believes all of her work is done and that she doesn't need to learn anything else

• She ran her own business from her home and felt that she was able to hand the business over to her granddaughter.

• She believes that she has told her family everything they should and need to know.

• When she isn't looking out her window, she is sitting around watching the news and her favorite crime shows.

Victoria Smith 75 Retired Seamstress New Jersey

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The Couch Potato • He recently graduated from college and has no plans on going to graduate school or working for a couple more years.

• He is still trying to figure out what his passion is and what he wants to do.

• He lives at home with his parents and gets a monthly income from his mother

• He doesn't want to live in his parents house forever. He just lacks the motivation to do anything active

• He does not like to be social or go anywhere that is too crowded.

• His mother is very overprotecting and doesn't want him to leave home.

• He enjoys his freedom and likes to be in his own space.

Jessie Evans 22 Unemployed Texas

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OUR COMPETITORS

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"

I would be upstairs in my room playing the PC version of the Game of Life for hours trying to beat the computer.

— Mother of Three

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Competitors

How Are We Different?

During the time Milton Bradley Company was in operation from 1860–2009, there were a number of companies who were doing the same thing and developing similar products. The next pages will show these competitors, as well as another group of competitors—those we see as competition with the improved Milton Bradley.

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Current Competitors

This is a list of companies that would be seen as competition with Milton Bradley when the company was active. These companies were seen as competing in the same space, by either having similar mission statements, developing similar products, or having the same audience.

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Hasbro

Asmodee

Hasbro, Inc. is an American worldwide toy and board game company. Hasbro owns the trademarks and products of Kenner, Parker Brothers, and Milton Bradley, among others.

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.

Parker Brothers

Alderac Entertainment Group (AEG)

Parker Brothers was an American toy and game manufacturer which later became a brand of Hasbro.

More than 1,800 games were published under the Parker Brothers name since 1883.

Alderac Entertainment Group, or AEG, is a publisher of role-playing games, board games, and collectible card game products.

AEG was formed by Jolly Blackburn in 1993 and is based in the city of Ontario, California.

Avalon Hill

Rio Grande Games

Avalon Hill Games Inc. is a game company that specializes in wargames and strategic board games. Before its takeover by Hasbro, it was known as The Avalon Hill Game Company and the initials TAHGC.

Rio Grande Games is a board game publisher based in Rio Rancho, New Mexico. The company primarily imports and localizes foreign language German-style board games.

Z-Man Games

Spin Master Games

Z-Man Games is an American board game company, incorporated in 1999. The company is largely known for their pandemic series of board games, as well as being the sole publisher for the English editions of popular Eurogames, such as Carcassonne.

Spin Master is a global toy and entertainment company that has been designing, developing, manufacturing, and marketing consumer products for children around the world since 1994.

PlayMonster

Melissa and Doug

PlayMonster is a toy and game company, championing the power of play by creating quality toys and games for children, teens, adults and families.

Melissa & Doug is an American manufacturer of children's toys, including wooden puzzles, arts & crafts products, plush toys, and other educational toys.

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Adjacent Competitors

This is a list of companies that would be seen as competition with Milton Bradley when the company was active. These companies were seen as competing in the similar space. If you did not want a board game but wanted another source of entertainment, you would purchase products from one of these companies.

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Mattel

Lego

Mattel, Inc. is a multinational toy manufacturing company founded in 1945, with headquarters in El Segundo, California.

Lego A/S, doing business as The Lego Group, is a Danish toy production company based in Billund. It is best known for the manufacture of Lego-brand toys, consisting mostly of interlocking plastic bricks.

Ubisoft

Children's Creativity Museum

Ubisoft Entertainment SA is a French video game company headquartered in Montreuil with several development studios across the world. It publishes games for several video game franchises, such as Far Cry.

The Children's Creativity Museum is an interactive museum for children aged 2-12 years, located in Yerba Buena Gardens, in San Francisco, California,

Exploratorium

Disneyland

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.

Disneyland Park, originally Disneyland, is the first of two theme parks built at the Disneyland Resort in Anaheim, California, opened on July 17, 1955.

Universal Studios

Nintendo

Universal Studios Hollywood is a film studio and theme park in the San Fernando Valley area of Los Angeles County, California. About 70% of the studio lies within the unincorporated county island known as Universal City.

Nintendo Co., Ltd. is a Japanese multinational consumer electronics and video game company headquartered in Kyoto.

Crayola

Children's Discovery Museum

Crayola LLC, formerly Binney & Smith, is an American handicraft company, specializing in artists' supplies. It is known for its brand Crayola and for its crayons.

Children's Discovery Museum of San Jose is a cultural institution serving children, families, and schools in the Silicon Valley/San Francisco Bay Area.

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Aspirational Competitors

With the new Milton Bradley, these are the companies that we now see as competition.

We still may see some of our past competitors as companies to think about.

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Meetup

Designers + Geeks

Meetup is a service used to organize online groups that host in-person events for people with similar interests. Meetup was founded in 2002 by CEO Scott Heiferman and four co-founders.

Designers + Geeks is a community for people interested in design, art, and technology. We host monthly events that feature great speakers on interesting topics.

99U

Yonder

99U tells the stories of how creative leaders master their crafts and shape their industries in a variety of ways, such as an annual conference and a quarterly magazine.

Yonder hopes to bridge that gap between guide books and park trail maps with an outdoors focused social network that allows you to share your experiences.

TED

teambonding.com

TED is a nonprofit devoted to spreading ideas, usually in the form of short, powerful talks (18 minutes or less). Independently run TEDx events help share ideas in communities around the world.

Through the power of play, they foster strong, authentic bonds between coworkers that help the members of your team create bonds that are as authentic as they are deep and that last.

Outward Bound

The One You Feed

A nonprofit organization that serves people of all ages and backgrounds through challenging learning expeditions that focus on character development, leadership, and service.

A podcast that hosts inspiring conversations about creating a life worth living. They have discussions about habits, meditation, wisdom, depression, anxiety, happiness, etc.

Emporium SF

Search Inside Yourself Leadership Institute

Emporium SF is a bar/arcade/event venue in Divisadero St.'s amazing Harding Theater.

An independent nonprofit organization that strives to teach people tools for compassion, empathy and wisdom

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Buzzwords These are a list of 20 words that are common between Milton Bradley, the current and adjacent competitors. 5 of the words are positive, 5 are negative, 5 words are neither positive or negative, and 5 words are unique to Milton Bradley only.

This helps us to determine how the new Milton Bradley will differ from our competitors and helps us with our future brand development—logo and color.

Milton Bradley Buzzwords Negative

Positive

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Fun

Collaborative

Individuality

Informative

Unambitious

Creative

Virtual

Tough

Memorable

Educational

Crafty

Competitive

Discovery

Connect

Aggressive

Interactive

Boring

Global

Explore

Bonding

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SOURCES

IMAGES unsplash.com pexels.com

CONTENT company-histories.com encyclopedia.com https://www.inc.com/dave-kerpen/15-quotes-to-inspire-great-team-work.html https://www.brainyquote.com/topics/teamwork-quotes https://www.brainyquote.com/search_results?q=collaboration https://www.projectmanager.com/blog/teamwork-quotes-25-best-inspirational-quotes-working-together https://en.wikipedia.org/wiki/Milton_Bradley_Company http://www.fundinguniverse.com/company-histories/milton-bradley-company-history/ http://www.newenglandhistoricalsociety.com/milton-bradley-lifes-checkered-past/

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BOOK 01 VISUAL STRATEGY GUIDE DESIGNER Daviel Byrd INSTRUCTOR Hunter Wimmer GR 604_Nature of Identity

This book is a noncommercial project for educational purposes and is not intended to represent the Milton Bradley Company.

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