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The speed the market demands for new products development and launching not only creates challenges amongst the technical, productive and operational aspects, but also in product conception. This article explores a case in which the conception becomes even more critical: the development of promotional toys – such as the ones commonly sold inside Easter eggs – those seasonality, large scale, safety criteria and visual appeal, mentioning just a few characteristics, make the creative process a crucial role in the cycle of product development. Therefore, the following creativity tools are analyzed: design thinking, brainstorming, brainwriting, post-up and individual creation. In addition, a comparative practical study is performed using similar evaluation criteria in order to identify the best techniques for each type of need.

Comparative analysis of creative process methodologies for products development a case study of the large scale toys production