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Research Paper
PuzzleIt is a company that produces early developmental game modules that enhance motor function and reduce reliance on instant gratification in children. The need for our product is great as psychologist María Alejandra Castro Arbeláez reveals that “not all children are mentally stimulated correctly or as often as necessary” and that a “lack of stimulation can cause delays in babies’ development” (Gonzalez). Modern children’s toys often do not fulfill the entirety of their stimulation needs, resulting in under-stimulation. According to Shari Silverstein, a clinical and developmental psychologist, understimulation can lead to frustration, lethargy/lack of motivation, and even depression (Silverstein). In babies, these symptoms are augmented as they cannot express their feelings verbally and instead use physical signs like crying and flailing. In response to the child’s physical manifestation of understimulation, parents often become exhausted and feel hopeless so they give their children temporary visual stimulation in the form of telephones, tablets, or place them in front of the TV. This is a largely unproductive use of a child’s most impressionable age as it produces two main issues. One issue is understimulation as the stimulation provided by these technologies is unsubstantial. The second issue is reliance on instant gratification which according to the Stanford Marshmallow Experiment has been an ever-growing issue since the mass integration and popularity of computers and personal technologies in the 1970s (Navidad).
However, PuzzleIt provides brain-stimulating games for children from ages 6 months to 3 years, which, according to the California Department of Education, are the most important in a child’s intellectual development (California Department of Education). PuzzleIt enhances fluid reasoning, which according to Emilio Ferrer and Silvia A. Bunge of the Department of Psychology at the University of California and Elizabeth D. O’Hare of the Helen Wills Neuroscience Institute at the University of California, “is the capacity to think logically and solve problems in novel situations, independent of acquired knowledge” (Ferrer et al.). Fluid reasoning includes the executive functioning skills of frustration tolerance, visual processing, working memory, problem-solving, and more (Tamm and Juranek. The PuzzleIt games train these skills through the use of button, light, and sound sequences. The PuzzleIt uses one sensor across all game modules, a button. A button works by having four legs at each corner, with opposite corners connecting when the button is pressed. In the case of the PuzzleIt, we have power on the opposite corner of a digital pin, so when the button is pressed by the child, electricity flows to the digital pin, allowing the Arduino to read the input. The buttons must be pressed on command in a specified order that applies working memory and visual processing. According to Nelson Cowan, a Professor of Psychological Sciences at the University of Missouri, working memory “facilitates planning, comprehension, reasoning, and problem-solving” all essential skills in the progression of education (Cowan). Frustration tolerance and problem-solving are trained as parents are encouraged to only instruct their children on what to do a few times before letting the child figure out how to solve the puzzles on their own.
PuzzleIt is not only applicable to children with neurotypical behavior, but also to Nurodivergent adolescents, students, and adults with Attention Deficit Hyperactivity Disorder (ADHD), anxiety-related disorders, and Autism Spectrum Disorder (ASD). According to the Attention Deficit Disorder Association, individuals of all ages with ADHD-inattentive have difficulties staying concentrated on a task and with memory, but with PuzzleIt, individuals remain captivated as the game encourages linear concentration to be successful in the game and trains short-term memory skills (ADDA Editorial Team). Individuals with ADHD-hyperactive commonly experience impulsivity issues and PuzzleIt modules with sequencing such as Light-up Safari and Copy-cat encourage individuals to wait and think before executing the pattern, otherwise, they may miss a portion of the pattern (ADDA Editorial Team). ADHD-combined types can benefit from the PuzzleIt through both examples stated above (ADDA Editorial Team). Recent studies have shown that video games with methodical pattern sequences can help in self-soothing during Anxiety-related disorder attacks (Zayeni et al.). All PuzzleIt modules have elements of this type of play sequence without the element of screens so it reduces the issues that may surface with additional exposure to blue light. According to the Mayo Clinic, individuals with ASD struggle with eye-hand coordination and perseveration (Mayo Clinic). PuzzleIt modules can help strengthen their common dearth of eye-hand coordination as well as support the positive integration of their natural, yet commonly reprimanded perseveration.
PuzzleIt has no truly matched competitor, but some relatively close companies/products include Hasbro’s Bop It, Hasbro’s Simon, and Baby Einstein. Bop It and Simon were both used as inspiration for PuzzleIt games, though these games have a recommended age range of 8+, whereas these PuzzleIt variations start at age 1 and 2 years. PuzzleIt is also not punitive and many studies have shown that positive reinforcement strengthens habits better than punitive reprimand, so the skills of fluid reasoning are synthesized to a greater extent and can be applied to other areas of life. Simon and BopIt both make negative sounds when a mistake is made, so they exercise the less productive punitive methods of habit-building. Baby Einstein has a variety of play mats, baby gyms, and toys. However, Emma Hubbard, a pediatric occupational therapist, does not recommend play mats/baby gyms past the age of six months as they do not support fine motor function (Hubbard). Thus, PuzzleIt is an unmatched and very necessary product to introduce to the market.
The market size is large as according to the Forum on Child and Family Statistics, there are approximately 23.4 million children in the United States (ChildStats: Forum on Child and Family Statistics). Additionally, in 2019 Statistia discovered that parents in the United States spend an average of 300 USD on infant toys a year (Tighe). The global child educational toy market is valued at 61.6 billion USD and is expected to grow at a CAGR of 8.1% (Fortune Business Insights). In North America alone, the market was valued at 21.9 billion USD in 2022 (Fortune Business Insights). Further, the global ADHD therapeutics market is projected to grow at a CAGR of 6.2% reaching 45.5 billion USD by 2034 (Fact.MR). Additionally, PuzzleIt game modules can be integrated into home play and used in daycare centers. Further, with our buy-back program, PuzzleIt is widely accessible. Thus, the market for PuzzleIt is very large, sustainable, and even expanding as more and more children are born each day.
Through the Target User Survey, the PuzzleIt team determined that 69.9% of customers would be over the age of 30 and purchase this product for their child or grandchild. Additionally, 76.7% of customers would live in the eastern coastal region of the United States with a personal income between $50,000 to $200,000 (64%). An equal number of customers would spend either 2 or more than 4 hours stimulating their child daily and use PuzzleIt to assist in these endeavors (both at 29.1%) (91.3%). The majority of customers would identify as a white (55.3%) heterosexual (86.4%) female (53.4%) who belongs to the Jewish faith (61.2%). The majority of customers would align with centrist political beliefs (33%). Level of education did not seem to truly affect the customer group as their percentages were quite well distributed between some high school education all the way to a master's degree. The research also concluded that most customers would be married at the time of purchase at 74.8% and be buying the product for their first child (71.8%). The majority of customers allowed their child to start watching television between the ages of 1 and 2 years old (36.9%) while the use of tablets would be allowed at age 2 years (24.3%). Lastly, the majority of customers would be purchasing a PuzzleIt because they think children are understimulated today (61.3%). Additionally, the PuzzleIt modules were given to 30 high school students ranging from ages 14-18 and 93% of students felt the game play helped them calm down during the stressful day and study periods. Five of the students had been diagnosed with ADHD in the past 6 years and all five claimed that playing with the modules prior to studying helped them focus.
Prior to PuzzleIt individuals stimulated their children in a variety of ways. One prominent tactic was taking children outside to experience nature and activate all the senses. This method is effective but could be limited by constraints posed by the financial situation of the family, their location, and individual child interest. Another common practice of stimulating children was through toys, specifically ones with lights and sounds. Using toys is a common way to entertain children. The addition of lights provides an added visual stimulant and the sounds provide an audial stimulant. Toys can be very effective in stimulating children, but there are so many on the market that it is difficult to say which ones are the most effective. Sometimes, children become bored of toys that lack adequate stimulation and lose interest in them which adds to the financial burden of the parents. Additionally, toys may become a burden on the parent to clean up and might even become a safety hazard if someone trips over one on the floor. The third most popular method of stimulating children prior to PuzzleIt was through cardboard puzzles. Puzzles can be a great way for children to use their prefrontal cortex, the portion of the brain that helps with problem-solving. However, once the puzzle is completed a few times the child might become bored and the boxes might be bulky to store. Also, the level of difficulty remains constant despite the child’s growing understanding of the task.
In conclusion, the PuzzleIt game modules are engaging tools to enhance a child’s development while refraining from engaging in instant gratification. The game modules appeal to fluid reasoning, fine motor functioning, and working memory, thus providing a fun and engaging experience for the child while simultaneously benefiting them in the long run. The market for PuzzleIt is large and ever-expanding, fostering a stable increase in revenue.
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