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Introduction to Qualcomm® Vuforia™ Toy Recognition

JJ Lechleiter Staff Product Manager, Qualcomm Connected Experiences

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Enabling apps to see

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Digital play

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Screen time Kids are spending less time with traditional media and more time on mobile devices.

Common Sense Media Fall 2013

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Access to devices

Common Sense Media

Fall 2013

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“We are waging war. Young children are aging out of toys faster than ever. We are fighting age compression. That's technology. There's no question it's impacting us.” Melissa Bernstein, co-founder of Melissa & Doug The Wall Street Journal, September 3rd 2014

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Toys have gone digital

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What are consumers looking for?

Source: Icon kids & Youth. Sample: 2.500 people from 8 to 30 years old.

69% “It could be used together with an electronic device, and I don’t mind paying a bit more for it”

78%

77%

79% “A traditional toy were COMBINED with an

electronic device.”..

“The real toy could be CONTROLLED by an electronic device” ..

“The traditional toy could be played together with the electronic device.”

“I’d like it if...”

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Vuforia powered toys today

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Hot Wheels Power Port Mattel Inc.

Source: Mattel Inc.

• Innovate existing product

• Add consumer value & extend play

• Drive sales/diversify revenues

• Create a digital component to the physical toy, enabling kids to unlock digital worlds

• Downloads exceeding Mattel’s early expectations

• Valuable usage metrics

• 70K+ downloads

Qualcomm Vuforia is a product of Qualcomm Connected Experiences, Inc. 11

Solution Results Situation

12 Qualcomm Vuforia is a product of Qualcomm Connected Experiences, Inc.

MagnaColor AD-Dispatch Inc.

Source: AD-Dispatch Inc.

• Improve 3D glasses experience

• Personalize play

• Multiple stencils to bring child’s creativity to life

• Social share

• Top 5 Toys in Toy Fair 2013 in New York

• In Wal-Mart, Toys “R” Us, Target, Kmart

Situation Solution Results

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LEGO Fusion

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Different kinds of digital play

Unlocks Virtual Toys Immersive Play Record and Share

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“We don’t want to use codes.”

“Kids will lose the

packaging.”

“We can’t change the

toy. It should just work.”

“We want kids to

play with the toy.”

“It’s too expensive to put electronics

in the toy.”

What are customers saying?

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Vuforia Toy Recognition

Digital content can be applied directly to the physical toy

Toy Recognition enables the recognition and tracking of toys

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Vuforia Toy Recognition

Fast recognition

Registered Experiences

Real world environments

Robust to motion

Maintain tracking while device or toy moves Recognize toys in a

cluttered kid’s room

Scan a toy to unlock digital content

Toys come to life and can interact with one another

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Examples of supported toys

Action figures Vehicles Buildings

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How does it work?

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Platform Anatomy

App Developer

Vuforia Assets, Logic, Rendering

Vuforia Engine

Target Manager

Download and bundle with app

Add Content

Reco

Images Reco

Text Images, Objects

Word List

Position Content Events

Calibration App

Vuforia Capture App

Object Data

Web Service APIs

Content

Content

Images jpeg/png

Vuforia Capture App

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Vuforia Capture App

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Target Manager

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Unity development

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Play Mode support

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Creating an app with Toy Recognition

1. Scan your toy

2. Create a database

3. Build your app

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Toy Recognition December 2014

Apply for early access at vuforia.com/beta

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Toys Talk

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For more information on Qualcomm, visit us at: www.qualcomm.com & www.qualcomm.com/blog

©2013-2014 Qualcomm Technologies, Inc. and/or its affiliated companies. All Rights Reserved. Qualcomm and Vuforia are trademarks of Qualcomm Incorporated, registered in the United States and other countries. Uplinq is a trademark of Qualcomm Incorporated. All Qualcomm Incorporated trademarks are used with permission. Other products and brand names may be trademarks or registered trademarks of their respective owners. References in this presentation to “Qualcomm” may mean Qualcomm Incorporated, Qualcomm Technologies, Inc., and/or other subsidiaries or business units within the Qualcomm corporate structure, as applicable. Qualcomm Incorporated includes Qualcomm’s licensing business, QTL, and the vast majority of its patent portfolio. Qualcomm Technologies, Inc., a wholly-owned subsidiary of Qualcomm Incorporated, operates, along with its subsidiaries, substantially all of Qualcomm’s engineering, research and development functions, and substantially all of its product and services businesses, including its semiconductor business, QCT.

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