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WITI Museum | Women in Science & Technology Month | 1999 | June 14

Janese Swanson
Senior Vice President and Founder
Girl Tech/Radica Games
Fields: Technology toys, software, education
Specialty: Teaching Gender Equity
Nominated by: Jessica Donnelly

Excerpt from nomination: "Janese Swanson Ed.D, is a respected veteran of the toy and software industries. As a senior product manager at Broderbund Software, she managed the Sensei education line, and produced the very successful Carmen Sandiego Macintosh series. Dr. Swanson was instrumental in concept development, product design and marketing strategy of the children's product line. Her Playroom and Treehouse software received numerous awards including the Parents' Choice, Best Early Childhood Software, and the SPA. After leaving Broderbund, Dr. Swanson formed Kid One For Fun, Inc. She developed and licensed many electronic toys, including the Yak Bak series licensed to Yes! Entertainment, and Tiger Electronics' TalkBoy FX, which have generated over $60 million in retail sales to date.

Since forming Girl Tech, Dr. Swanson has focused on quality products for girls, including Tech Girl's Internet Adventures, the first of a series of books, which won the Parent Council Award and Dr. Toy's 100 Best Products for 1997, an award-winning Web site (www.girltech.com) which receives 2 million hits a month from 85 countries, and GirlZine: A Magazine for the Global Girl. Dr. Swanson was successful in selling the Girl Tech brand in May, 1998 to Radica Games Ltd. for $6 million."


What was your first job and what did you learn from it?

My first job was baby-sitting which gave me some insight into how children play and think and taught me patience and how to observe and understand children. Working with children triggered in me many questions about child-development and my own childhood. I eventually earned seven degrees in education, child development and technology.

Who is your hero, mentor or person you most admire? Why?

My 12-year-old daughter, Jackie, is a hero and mentor to me. She is so very determined to enjoy life and learn from it as much as possible. She is also a talented artist and writer. Clear minded, she sees the world as it is.

Jackie is the inspiration for Girl Tech. One of my worst experiences as an inventor was seeing an electronic toy my daughter and I had invented together marketed solely to boys. I brought the sample ad home to watch with Jackie, excited to see this toy we'd invented in a real commercial. To my dismay and Jackie's confusion the ad showed a boy using the product to shut his sister up while she repeatedly asked for (and never received) a chance to play. That experience helped me to realize that I need more marketing influence on the products I invent. I knew that I had to do something in order to keep my daughter's adventurous spirit intact. So I founded Girl Tech.

What is your favorite book?

I have too many favorite books! This week, it is Wisdom of the Ages by Dr.Wayne Dyer.

What advances in your field do you envision over the next 10 years?

We anticipate that more companies will follow our lead into the Girl Market. Some have already produced software titles, though most do not venture beyond the safety zone of traditional play patterns for girls. As the girl technology market grows, companies will be braver with their product design, and girls around the world will benefit.

What do you see as the single most interesting element of your work?

That's a tough question. Creating and inventing are definitely things that I find rewarding, as well as speaking out about and being listened to and validated for the process of change in how our society values girls. Research shows that both boys and girls are aware that boys are valued more highly in society. In the US, girls tend to lose self-esteem and confidence at the beginning of early adolescence much more so than boys.

We at Girl Tech are dedicated to empowering girls, teaching them to overcome stereotypical thinking and to reach their full potential. We reach out to girls through a variety of entertaining media -- books, Internet, a magazine, and our new line of electronic gadgets -- all developed and designed specifically for girls; all sending the same positive message that every girl is unique, talented, able and valuable.

What do you consider to be your greatest accomplishment?

Besides giving birth, successfully surviving a very challenging start-up venture.
What was your greatest challenge and what did you learn from it?
The biggest challenge we faced when we started Girl Tech was finding funding and support from the industry. Individuals, especially women and fathers of daughters, immediately understood the Girl Tech concept and fully believed that its time had come. It, however, took three years of constant media attention, nationwide conferences, and other informational tactics to educate the industry so that they could accept the idea that girls will enjoy technology toys and products.

Radica (NASDAQ: RADA), a company founded by fathers of daughters, took the risk and acquired Girl Tech in 1998. We now have full manufacturing and distribution opportunities. Working with Radica has been a wonderful experience because with their help we can successfully create products as we envisioned them, the kind of products I wish I had when I was a girl.

Building the Girl Tech brand, I learned tenacity. I found inner strength that I didn't know I had. Through practiced perseverance and determination, I discovered a kind of dignity that no one can ever take from me. And the most rewarding part is that the handful of people who built the brand with me learned the same things. I am a teacher at heart, and somehow leading is natural for me. But I could never take credit for the road less traveled by this team that believed in the Girl Tech mission - the challenge and accomplishment belongs to all of us.

What advice would you give to young women who want to enter your field?

Never give up. Trust and stay true to your inner voice. Believe in yourself, no matter how difficult the barriers are. Know that there is always a way to make your dreams come true!

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