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Smartz Studios creates cultural digital toys for children [Reading Eagle, Pa. :: ](Reading Eagle (PA) Via Acquire Media NewsEdge) March 18--Leo Martinez and Paula Calvo traded Colombia for the U.S. two years ago, looking for an adventure and to be closer to his family in Reading. "We have a son, and I felt it's a great opportunity for him to learn English, to go to another country and go," Calvo said. Once they were settled, the couple looked in vain for apps to teach little Sebastian, now 5, about Colombian culture. With technology backgrounds, they decided to start a software company and create cultural digital toys and apps. Smartz Studios soon will launch its first app, Ty Tunes, to teach children about the Colombian culture. By the end of the year, Martinez, his brother, Al, and Calvo will create at least one more app to share another culture with children. Throughout 2014, Business Weekly will chronicle their work. The trio are working to build Smartz Studios into their own business, but the apps are more than fun and games, especially for first-generation immigrants. "Your heritage is part of your identity, and when you are immigrant, when you or your sons or your grandsons are growing up in a different place, most of those things are lost." Calvo said. "You lose your communication with your people. When you teach about all of this, you are doing good things." Back in Colombia, the couple and three friends ran a software-development company, with mainly government clients. After they moved to Berks County, Martinez and Calvo enrolled in the Latino Business Resource Center's eight-week Business Skills for Success for Latino Entrepreneurs program. They developed the children's app business idea during the course and won the competition at the end of the session. "I was really excited," said Latino Business Resource Center Director Carolina Martinez, who is not related to Leo Martinez. "It was one of the few technology companies that we work with at the Latino Business Resource Center." Since then, Smartz Studios joined the Small Business Development Center's Jump Start Incubator Launch Pad to continue building the business. They joined the full, two-year incubator program in November. Leo is the developer; Al is the graphic designer. They're both working on the company on their free time outside of their full-time technology and teaching jobs. Calvo is working full time on Smartz Studios' marketing, financial and legal plans in between technology tutoring contracts. Calvo and Leo Martinez are working toward the day the apps bring in enough money to make Smartz Studios their only job. An early version of Ty Toons stars a main character, Pablo. Children can feed him Colombian food, like empenadas, dress him in traditional Colombian costumes and make him play Colombian instruments. "This is the song of my culture," Martinez said. The word "ty" means "song." It comes from the Chibcha, or Muisca, language spoken in Colombia. The app is for children ages 4 to 7, but the designers hope parents will learn as well. They can use the app as a fun way to start conversations about culture. Sebastian joined the testing team and, while playing with the app, asked his parents about Colombia. "It was a really nice way to try to explain to my son something that's important to me about my culture," Calvo said. Carolina Martinez showed her son, 5-year-old Alejandro, an early version of the app as well. He especially liked playing with the accordion and the maracas. "Their digital toys are looking to keep that culture alive," she said. There aren't a lot of apps in this category, but there is a need, said Ingrid Simone, senior editor for apps for Common Sense Media, a San Francisco nonprofit that rates children's media. A good example is the Who Am I? Race Awareness Project app, with pictures of people and quotes about their heritage. "I would love to see apps like this," Simone said. "As a parent, its important to me for my kids to understand that the world is bigger than their immediate world." Parents usually want their children to use apps that entertain and teach, but truly educational apps are rare, she said. Developers need to make sure the app engages children, fits their education level and has supports such as a tutorial if necessary. Usability is also key. The app needs to fit the age range's motor skills. Also, apps for children should not collect data or push users onto social media sites with age restrictions, Simone said. Smartz Studios' team continues to test the app and create a marketing plan and social media strategy. By spring, Ty Tunes will be available on Android devices, and by fall, an Apple version will be available. The first app focuses on Colombia, but Smartz Studios plans to create more apps for different cultures and wider age ranges. Al already has created a boy character dressed like a jaguar who will star in an app for older children. The first app will have a free limited version and a $1.99 version with more food options and instruments. In addition to the revenue from sales, the team's also looking for advertisers and to allow parents to find the products locally. The testing process has been stressful, but the team has learned a lot and met many people who have taught them lessons and made connections. A technology company doesn't require much startup funding, but working a full-time job and finding time to finish the game can been difficult. And with three people running the show, each has to do a little bit of everything. The app developers are excited to create a company that will support their families and teach others about different cultures, even if it takes some time. "You need to dream big, and you can do that," Calvo said. "This is a country where all is possible. If you take the time, you can do all you want." Contact Erin Negley: 610-371-5047 or [email protected]. ___ (c)2014 the Reading Eagle (Reading, Pa.) Visit the Reading Eagle (Reading, Pa.) at readingeagle.com Distributed by MCT Information Services |