ASIC technology innovates toys creating a better interactive approach with a classical doll
Technologies used

Mixed Signal ASIC

Industrial sector (PRODCOM code)
    365 Games and Toys

GIOCHI PREZIOSI S.p.A. is an Italian Company with 200 employees and it is involved in design, production and distribution of toys. The relevant industrial sector is therefore classified, in accordance with an European standard classification, as PRODCOM 3650 - Games and Toys. The company has been active in this field since 1979.

Its products are: dolls, paper articles, electrical toys, instructive toys, gadget and plushes. Giochi Preziosi markets its product mainly in Italy. It enjoys a 20% of the total Italian toys market share and a 10% of plushes sector. Its currently turnover has been (1999) 175 Meuro. All its existing products are designed utilising cloth, paper, plastic and mould technology with some electrical parts. No experience in electronics was inside the company before the present experiment, with the only exception of very minor applications of PCBs, which were acquired as product off the shelf.

The objective of the Application Experiment was the realisation of a mixed ASIC based on a microcontroller architecture with a wide range of applications. The first of them has been on the "Orso Ciro" Doll as an improvement of the existing product in order to be able to face the strong competition in this market sector, coming both from traditional competitors and newcomers, like companies from Asian Countries. The Doll equipped with a Mixed ASIC is designed with the objective to obtain a higher interactivity with the player. In terms of cost/effectiveness the new line of products will be able to increase the market penetration, steady in the recent years and expected decreasing. The Mixed ASIC will be applicable to some other existing products, even if with a modular approach of increased complexity and functionality, depending on the different use and application.

Other than increased functional capabilities of the product, the objective of the AE is the increase of the product profit of about 20% and a long term increase of the AE production of about 39%. This is obtained mainly by containing as much as possible manufacturing costs, with a strong increase of functionality.

This project has been developed with an effective cost of 90.9 KEuro and an effective duration of 14 months.

The economic AE benefits are calculated in the period 2001-2004 on the basis of the increased market penetration, due to the better performance and market appeal of the new product. The next industrialisation phase requires a further cost of 128.4 Keuro. The investment is expected to be recovered within 15 months and the Return of Investment (ROI) is estimated in 381%.

Via delle Primule,5I
20020 Cogliate (MI) - Italy

Detailed information

You can also benefit from microelectronics

Mixed Signal ASIC technology provided GIOCHI PREZIOSI S.p.A. with the means of improving its products and enhancing its market position. You can also achieve significant benefits by acquiring the right microelectronics technology and utilising it in your product or manufacturing process. You can get help from FUSE to realise this.

FUSE is a technology transfer programme, funded by the European Commission to stimulate the wider use of microelectronics technologies by European enterprises to increase their competitiveness and enhance their economic growth. The demonstrator described here is one of many examples in the public FUSE portfolio covering the whole spectrum of microelectronics technologies and spanning a wide range of applications and industry sectors.

FUSE provides you with:

  • Best practice in acquiring specific microelectronics technologies and conducting full development projects through the FUSE portfolio of real life demonstrator documents.
  • Local training and expert support to plan your innovation realistically and help you conduct your project successfully.

Further information and support relating to this and other demonstrators can be obtained from the addresses below.

Further information   Guiding Technology Transfer Node
For further information and support regarding this case study, please contact a Technology Transfer Node (TTN) in your region.
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