<![CDATA[The toy market is experiencing steady growth, with a notable shift towards educational options that blend entertainment with learning. Recently, there has been an increased emphasis on STEM (Science, Technology, Engineering, and Mathematics) skills. Despite this market expansion, the educational toy sector, particularly in Indonesia, is still emerging, with low adoption rates for STEM toys. Safeur aims to address the needs of millennial parents by creating STEM toys that combine construction sets with educational value. Following various stages of development, Safeur launched its product in February 2024. However, despite extensive promotion and a strong online presence, initial sales were limited to only five units, indicating a potential mismatch between the product's features and market demands based on customer feedback. This research investigates customer needs and preferences for educational toys and identifies the features that should be incorporated into Safeur's educational toy sets using the House of Quality framework. A qualitative approach involves interviews with Safeur's customers and customer personas. The interview results are analyzed using the House of Quality framework to guide the development of new educational toys for Safeur. The findings emphasize the importance of incorporating interactive learning features, enhancing visual appeal, and ensuring effective information delivery. These insights are expected to inform strategic product development and better align Safeur's offerings with market needs in Indonesia.]]>
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