Making Toys (and Other Stuff), Featuring Breakfast

11th Screen | The Interactive Out-of-Home Blog

Ah, making stuff. I love it.

I want to introduce you to Breakfast, NYC. A wonderful little agency in New York who fancies themselves as “toy makers.” And these toys are the kinds of toys that are right down the 11th Screen alley. (These are the same folks who made Nike’s talking/thinking bike, Precious.)

From their website:

It’s 2011.

We’re officially living in the future. Yes, the one you picture in your head when you combine all those images of eye-scanners and Rosie the Robot. But the reason you didn’t sit at the kitchen table this morning and get the weather from your cereal box is simply because the cereal company didn’t even know to ask. Or did they?

We’re BREAKFAST, and we spend our days wondering why a Gap store still works the same way it did 40 years ago. We’re here to help people realize it’s ok to ask for things that sound like science fiction.

Some people call what we do “the internet of things” or “web 3.0.” In our opinion those sound a bit silly. We simply think of ourselves as inventors who are trying to take all the amazingness of what can be done online and bring it into some sort of device or experience in the real world. Stores can be smarter, an ad can come in the form of a hologram you can touch and museums can be as fun as playing with Kinect.

It’s time to stop going on as though flying cars and telekinesis headsetsdon’t exist, and time to make the real world as advanced as the virtual one that’s changed our lives in a single decade. Perhaps you’ll come for a ride with us.

Cool, right?

Anyway, the toy that caught my eye last week was Instaprint – a little box that you mount on a wall to print out Instagram pictures. (If you’re not familiar with Instagram, it’s an iPhone application that applies fun filters to your photos in an instant (hence, the name.) The cool thing about this box – aside from the simple fact that it can print out loads of pictures – is that it only prints out pictures that are tagged a certain way, based on the actual location and/or event where it’s placed. And the only way it can print is through communication with your mobile phone. So, essentially, what you have is a hyper-targeted, highly personalized and social take on a photo booth. Operated entirely through mobile. Check it out:

Instaprint from BREAKFAST ny on Vimeo.

The digital signage industry is wrestling with mobile’s place in the “Out-of-Home” ecosystem. Meanwhile, you have other agencies who have absolutely no affiliation to the industry, made up of really smart and creative people, who understand mobile’s place in our real & virtual world. And how integral and powerful it can be. Regardless of any physical screen.

I don’t know about you, but one of the things that gets me up in the morning is the ability that I have each day to make “stuff.” Now, I don’t make toys like Breakfast. That’s not really the point. The point is that each day we all have the opportunity to shape and mold something in our own way. Our contribution to this wild world.

What are you making today?

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