Jennifer Beals spokesperson for Ifocus computer games
Focus Education has introduced an attention training system for children ages 6 to 12 called ifocus, a fun computer game developed by a team of leading neuropsychologists to significantly improve executive brain function through cognitive training, supplemented by a comprehensive program of behavior, exercise and nutritional guidance.
“We understand the desire that every parent has to watch their child succeed to the full extent of their potential,” explained Michael Apstein, Chief Executive Officer and Co-Founder of Focus Education. “However, today’s children are bombarded with a multitude of distractions and there are simply very few tools available to teach greater focus and attention skills. We created ifocus as a resource which could easily be incorporated into a family’s daily life so that parents can better collaborate with their kids to enable them to flourish on their own.
The centerpiece of ifocus is Jungle Rangers, an entertaining computer game which improves mental function through the repeated, structured practice of tasks which challenge kids in an enjoyable and motivating manner. While playing different types of games along the path to becoming a “Jungle Ranger”, children are actually performing cognitive brain exercises to improve their focus, attention, and memory. In addition to the Jungle Rangers game, ifocus emphasizes a holistic approach with parents’ handbooks, CDs, and Quick Start cards to explain how behavior, exercise and nutrition can impact children’s focus and attention. ifocus was developed under the leadership of some of the world’s top scientists in pediatric neuropsychology and physiology. The product is being marketed directly to consumers via television, radio and online.
“The game’s animation and storyline keeps kids interested and challenged while they are actually engaging in brain process stimulation using integrated neuro-technology. Research has shown that improvements in the cognitive process can help children overcome distractions, attain more effective levels of concentration, improve memory and decrease frustration during problem solving,” said Apstein.
Parents are able to monitor their children’s progress using the Jungle Rangers dashboard which provides a personalized report card on the amount of time spent on each task within the game, as well as which tasks the child excels at and which ones need additional practice. The best indicators, however, are the significant changes that parents experience including fewer calls from school, better grades and an easier, more organized home life.
The ifocus development team recommends that a child play Jungle Rangers 30 minutes a day five days a week for six weeks in order to experience improvement in the ability to absorb, store and manipulate information without distractions. Just like a bad habit that is formed over time, so too are good habits such as the cognitive skills developed by children who play the game consistently.
“We believe so strongly in our product that our Parent-to-Parent Promise allows consumers to return ifocus with a full 100 percent money back guarantee for six months if they don’t see the results we’ve promised. Besides the changes they’ll see in their children in just a couple of weeks, with our game dashboard parents will see visual proof of a child’s improvement in focus and attention,” said Apstein.
ifocus spokesperson in the television advertising is actress and mom Jennifer Beals, known for taking risks in a myriad of different dramatic roles, and winner of the 1999 San Jose Film Festival’s Maverick Award. Named one of People Magazine’s 50 Most Beautiful People for 2011, Jennifer Beals recently starred in the critically-acclaimed “The Chicago Code” on Fox. Beals was nominated for Outstanding Actress in a Drama Series by the NAACP two years in a row for her role in the critically acclaimed Showtime Original Series, “The L Word.”
“One of the things I love about the ifocus program is its comprehensive approach — ifocus nutrition, exercise, and behavioral strategies for the entire family. To be able to have a video game that actually enhances brain function rather than erode it, and that adjusts to the player, is very exciting. To me, the greater purpose of the program is not just about improving performance at school, it’s about giving your child the opportunity to live up to their greatest potential in whatever area most interests them,” said Beals.
Based in Los Angeles, Focus Education is a collaboration of scientists, researchers and doctors who share a common vision: to use the best of science and technology to help children achieve their greatest potential. The company was founded by Michael Apstein and John Able, two business professionals and dads who are committed to bringing the most up-to-date tools and resources to other parents to help children succeed.