FITTLE

ClientRAVENSBURGER
Category B02. Promotional Item Design
TitleFITTLE
Product/ServiceFITTLE BRAILLE PUZZLE
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation 2 SERVICEPLAN HEALTH & LIFE München, GERMANY
Production ORANGE SOUND Munich, GERMANY
Additional Company LV PRASAD EYE INSTITUTE Telangana, INDIA
Credits
Name Company Position
Alexander Schill SERVICEPLAN GROUP Global Chief Creative Officer
Tanja Jain Tanja Jain Designer
Matthias Harbeck SERVICEPLAN GERMANY Executive Creative Director
Christoph Bohlender SERVICEPLAN HEALTH & LIFE GERMANY Creative Director
J Jackson SERVICEPLAN HEALTH & LIFE GERMANY Copywriter
Franz Roeppischer SERVICEPLAN GROUP Creative Innovation Director
Lorenz Langgartner SERVICEPLAN GROUP Creative Innovation Director
Sven Hartmann SERVICEPLAN HEALTH & LIFE GERMANY Senior Art Director
Saurabh Kakade SERVICEPLAN GROUP Art Director
Pedro Nogueira Gropo SERVICEPLAN GROUP Junior Art Director
Mike Rogers SERVICEPLAN HEALTH & LIFE GERMANY Creative Partner
Dennis Fritz SERVICEPLAN GROUP Senior Motion Designer
Dr. Anton Vipin Das LV Prasad Eye Institute Head, Dr PRK Prasad Centre for Rehabilitation of Blind and Visually Impaired & Meera and L B Deshpan
Dr. Beula Christy LV Prasad Eye Institute Head, Dr PRK Prasad Centre for Rehabilitation of Blind and Visually Impaired & Meera and L B Deshpan
Moni Pichlmayer ARRI Media - Creative Solutions Senior Producer
Markus Baburske ARRI Media - Creative Solutions Colorist

The Campaign

Fittle is the first 3d-printed braille puzzle; an innovative toy that helps children to learn braille words and also discover the shapes that the words represent in a playful and rewarding manner. The puzzles, designed by Ravensburger puzzle-experts, are available online for free and can be 3D-printed anywhere at only material costs. With donations sourced from the puzzle-community, Ravensburger provided 3D-printers, to clinics and schools across India, to ensure the puzzles reached the hands that need them the most. An expanding range of puzzles, covering the whole alphabet and designed by experienced Ravensburger puzzle-experts, are available online for free and can be 3D-printed anywhere at only material costs (around $0.5 per model). With donations sourced from the worldwide puzzle-community, Ravensburger is providing 3D-printers to as many of the L.V.P.Eye network’s 176 eye-care centers across India as possible, to ensure the puzzles reached the hands that need them the most.

Creative Execution

Various precautions were taken during the Fittle design process to ensure accessibility and cost-effectiveness. To ensure that Fittle is fail-proof, each puzzle piece has been specially designed to connect only with the correct, corresponding pieces. This was made possible through new, innovative connectors that differ in shape and a line at the bottom that guides the child to only the right combinations. Fittle’s fail-proof design was important to retain its rewarding and engaging quality. Fittle was specifically designed to be child-safe and promote motor-skills. Each puzzle was carefully designed to be geometrically simple for easy 3D-printing, while still maintaining a shape accurate to the object that it represents. Every Fittle is optimized to be efficiently printed and cost-effective, with each puzzle costing just $0.5 approximately. The design of the puzzle was also optimized to accommodate a simpler printing process, so no additional assembly or modification was needed after printing.

Indication of how successful the outcome was in the market

Feedback of eye care centers has been outstanding. The concept effectively boosts the child's creativity and motivates them to want to learn more. 3D printers have been provided to the strategically most relevant locations to produce up to 50 models per day, with more donations coming in and 3D printers being delivered continuously. Over 30,000 patients are participating in LVPEI rehabilitation programs where Fittle is primarily being used, reaching potentially 2.5 million people overall. Due to the versatility of 3D-printing, Fittle has endless possibilities. The range of puzzles is constantly updated with new models and upgrades based on studies and user-feedback. Ravensburger, selling millions of toys every year, in-packaging promotion of Fittle is potentially reaching millions of people to raise support for the project. Through this crowd sourcing technique, Ravensburger expects the project to expand into further regions. To date, Fittle has been printed in every continent excluding Antarctica.

For Ravensburger, the world’s leading education toy and puzzle company, with the core values of joy, education and togetherness, partnering with LV Prasad Eye Institute to bring Fittle to life was a perfect fit. The project played into their strengths of puzzle development and perfectly aligned with their core values of education and social responsibility. The flexibility of 3D printing allows to continuously adapt and expand the collection of puzzles. Each puzzle was specially designed to provoke the imagination of the child. A lot of care was taken to ensure that it would be impossible to incorrectly combine the puzzle pieces. The puzzles are designed to use as less plastic material as possible, for minimum production cost. To involve the public, Ravensburger raised donations through in-packaging promotion to provide the 3D-printers to eye-care centers across India.