Sunday Independent Article 05/04/2009

Lights, camera, action, kids

Sunday April 05 2009

CHILDREN exercise their brains and grow that vital muscle through using their imagination. But most electronic games don’t allow a child to use their imagination. They present the child with an already preconstructed virtual world. When the child eventually drags him or herself away from the video game, they then plonk themselves in front of the TV.

I am no crusader, but I do believe I have created a toy that will help your child to really work their imagination and, instead of them watching an animated cartoon like The Simpsons, imagine their joy at making their very own animated movie. Most importantly, it is hours of endless fun for your child and all in a box for only €29.99.

On last week’s Dragons’ Den, I pitched my idea for the Animatazz animation kit aimed at children aged from eight to 12. It comes with plastic models that your child uses to create their movie.

They get a guide telling them how to use a video camera, or even the camera in a mobile phone, to take a series of static shots of the models. Then, using moviemaker software that is already on every home computer, they edit and make their movies.

On the Dragons’ Den, Sarah Newman said she didn’t like the idea. As a parent, she said, it sounded like hard work — but I assure you today’s 10-year-olds are well capable of using my animation kit. They can make a model from Plasticine with ease. They are comfortable using a camera to take pictures.

They will not be daunted by having to upload those on to a PC or then editing them. They will, in about three hours, create a movie and then broadcast it to the net via www.animatazz.com.

It sounds complicated, but, years ago, making a crane from 4,000 pieces of Meccano or a dress with sequins for a doll was complicated — but no problem to a child. It is all part of their development.

I know, because for years now I have being doing animation workshops in schools. And I have witnessed the joy and sense of achievement children get when they make a movie as opposed to just watching one.

I remember my own sense of achievement when I was in fourth class. We were sent home early due to a school heating problem. My brother had the idea of making a cartoon. We set about making a series of flipbook drawings. We spent hours trying to figure out a way of making them work using a torch to project the movie on to the wall.

It wasn’t a Walt Disney- standard production, but what we did get out of it were hours of play, that we worked together, and that we tried to figure out the problems it threw up at us; but perhaps most importantly, that we had fun!

After my Leaving Cert, I obtained a degree in fine art (sculpture) and completed a masters degree in computer animation at Bournemouth University. This has brought a range of working experiences as a digital artist and technical director.

I have worked on children’s TV shows, advertisements and websites. I have facilitated many animation workshops . It was during a workshop that I got my eureka moment: an animation kit for kids.

It took a little over a year to create a prototype. I took an office at the Guinness Enterprise Centre. I got great assistance from business mentor, Heidi Corr of the Dublin Business Innovation Centre. I also made a successful application for a feasibility grant from Dublin City Enterprise Board.

When I had the kit in hand, I applied for the CE mark needed for child safety. In the meantime, I organised focus groups to find out what I could improve on. I released a limited edition to see what route to market worked best. It got a great review on amazon.co.uk.

When RTE launched Dragons’ Den I decided to go for it. Apart from Sarah Newman, all the other Dragons loved it. Niall O’Farrell loved the name, the logo, the concept and its potential, saying, “This should be in every toy shop in the world.” Bobby Kerr said he really wanted to invest in it. Sean Gallagher said it hit all the right buttons. But Gavin Duffy made a decisive offer and the deal was struck.

It has been non-stop since then. Gavin organised a focus group to investigate the kit’s first special edition. With Gavin’s backing, I have been able to get a talented designer on board to develop the look and feel of both Animatazz.

Now we are working to ensure the Animatazz kit is in the shops this Christmas.

Michael Connolly