SpecialArticle 1

Unveiling the Future of Festivities: PumpkinMike, the AI of Halloween Innovation
By ShengEr (Samuel) Zhou, Andrew DeCoste, Chris Kenney & Allen SmithAuthor
ShengEr (Samuel) ZhouAuthor
Andrew DeCosteAuthor
Chris Kenney

AuthorAllen Smith

Embarking on an unprecedented journey into the heart of the festive market, this paper explores the revolutionary integration of Artificial
Intelligence (AI) within the realm of holiday decorations, epitomized by the sensational Pumpkin Mike – an interactive marvel reshapingHalloween. This study delves into the synthesis of cutting-edge facial recognition and machine learning technologies, illustrating how AI not
only enhances the consumer experience but also pioneers unique business ventures. Alongside comprehensive market analysis and financial
forecasting, this collaboration with esteemed scholars and a dedicated team of students from Wake Forest University and Boston University
predicts a seismic shift in traditional festive offerings.

BackgroundThe decision to implement the idea of Pumpkin Mike was firstmade during an after-hour social event by Samuel Zhou and his Prof.
Mike Ames when they were discussing the potential to work together
for an AI patent. Prof. Ames explained his long conceived idea of an
automated high-tech Halloween experience with AI and Micro-ML
standing in the center of it. Through the utilization of AI and facialrecognition embedded within the pumpkin, the excitement amongst
kids will reach a new height as this combination will be evolving withthe AI Revolution that we are experiencing right now and will beproviding kids with a distinct experience living in the age of AI.
Samuel realized that this idea possessed merit. Nevertheless,nothing can be accomplished alone. After recognizing the constraints
regarding Prof. Ames’ limited time squeezed between teaching andtech consulting, he decided to recruit a team by tapping into theircollective strengths and skills. He contacted many of his friends atboth Boston University and Wake Forest University, and assembled ateam consisting of different talents from project management andtechnical expertise to marketing, together with the professional help
given by faculty members within different universities. They aregiving this very exciting opportunity all they have to realize thevision.

Introduction
In an era marked by rapid technological advancements, the holiday
https://www.jef.or.jp/journal/

decoration industry is on the cusp of significant change, driven byAI. At the forefront of this shift is Pumpkin Mike, a subtle yettransformative innovation that redefines Halloween enjoyment.
Utilizing micro machine learning, Pumpkin Mike detects theapproach of trick-or-treaters, and its sound recognition software
activates when it hears “trick or treat”, discreetly dispensing the rightamount of candies. This ensures a smooth celebration without theneed for constant adult supervision at the door. Supported by theinsights of AI expert Prof. Mike Ames and strategic guru Prof.
Shannon McKeen, this study explores not just the potential of AI inholiday decor but its practical, enchanting applications. Pumpkin
Mike is more than a new product: it’s a gentle nudge toward a future
where technology seamlessly enhances our festive traditions.

Methodology
Through a dynamic case study approach, this exploration into
Pumpkin Mike’s development employs both qualitative andquantitative lenses to scrutinize its AI-enhanced features and assess
its market trajectory. The research methodology is rigorously
supported by academic expertise and enriched by a crossdisciplinary team of students, weaving together a narrative oftechnological prowess and market readiness.
In the innovative heart of Pumpkin Mike, MobileNet emerges as
the linchpin of our AI-driven object detection capabilities,
transforming this festive decoration into a beacon of cutting-edge
technology. This strategic choice epitomizes our dedication toJapan SPOTLIGHT • July / August 2024

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CHART

MobileNet Architecture Demonstration
MobileNet Architecture1 x 1 Convolution+Batch Normalization

RoLU6BatchNormalization

3 x 3 Depthwise
Convolution

RoLU6Batch
Normalization

1 x 1 Convolution

Training Dataset

Input

DNN Model

OutputPost Training
Quantization

Input

L2Regularization

RoLU

1 x 1 Convolution+Batch Normalization

RoLU

3 x 3 Depthwise
Convolution

RoLU

Batch
Normalization

1 x 1 Convolution

Quantization Friendly(QF-MobileNet)
MobileNet Architecture

DNN Model

OutputPost Training
Quantization

Source: https://www.sciencedirect.com/science/article/abs/pii/S0893608020304470

merging advanced, yet efficient tech solutions with the enchanting
demands of Halloween festivities. By deploying MobileNet, Pumpkin
Mike taps into the formidable power of lightweight deep learningmodels, achieving real-time, pinpoint accuracy in detecting children
dressed in their Halloween best.
Optimized specifically for low-power devices, MobileNet ensuresthat Pumpkin Mike performs flawlessly, even during the high-energy
hustle of Halloween night. This integration not only boosts Pumpkin
Mike’s functionality, providing a seamless and engaging experience
for trick-or-treaters, but also maintains energy efficiency, making it
an eco-friendly marvel.
By weaving MobileNet into Pumpkin Mike’s core, we amplify its
interactive capabilities, turning every encounter into a magicalmoment. This isn’t just about adopting new technology; it’s about
redefining the Halloween experience. Pumpkin Mike doesn’t juststand out because of its novelty; it shines (serves) as a paragon ofsmart, user-focused design, poised to revolutionize how wecelebrate and interact with holiday traditions. Welcome to a new eraof Halloween, where Pumpkin Mike leads the charge in delivering
delight with precision and flair.
In this electrifying exploration, the study conducts an exhaustive
market analysis, delving deep into consumer trends, competitive
landscapes, and financial projections to ascertain the robustness andmarket readiness of Pumpkin Mike. Data gathering is a meticulous
process, blending primary sources – from enlightening interviews
with the visionary development team to strategic revelations fromProf. Shannon McKeen – with rich secondary sources, including
comprehensive industry reports and cutting-edge market research.
Furthermore, the vibrant collaboration with adept students
specializing in social media, marketing, and pricing strategies
breathes life into the crafting of bespoke marketing plans and38 Japan SPOTLIGHT • July / August 2024

innovative pricing models, ensuring that Pumpkin Mike not only
meets but exceeds market expectations.

Spearheading the Rise of Smart Holiday Décor
The unveiling of Pumpkin Mike represents a landmark
achievement in the holiday decor industry. With its AI-driven
capabilities enabling personalized interactions and continual learning,
Pumpkin Mike is not just a product – it’s a participant in theHalloween festivities. Market analysis reveals a voracious appetite forinnovative products like Pumpkin Mike, with financial projections
promising a lucrative future. The strategic insights derived from thisstudy not only highlight Pumpkin Mike’s potential to captivate
markets but also its ability to set new industry standards.
The market analysis, energized by Prof. McKeen’s strategic
acumen and further enhanced by the inventive contributions from acadre of students specializing in marketing and pricing, unveils arobust and enticing prospect for AI-enhanced Halloween
decorations. As the fervor for Halloween intensifies across the UnitedStates, with expenditures reaching a staggering $10.14 billion in
2021, and the sector’s spending on decorations alone climbing at anannual growth rate of 5% (National Retail Federation, 2021), thestage is set for disruptive innovations like Pumpkin Mike.
This robust increase underscores a vigorous market recovery andescalating consumer enthusiasm in the post-pandemic era. In
decorations alone, consumers spent about $3.17 billion in 2021,
maintaining a consistent growth trend with an annual increase of 5%
over the past five years. Approximately 65% of Americans participate
in Halloween activities, highlighting a substantial and diverse market.
There’s also a notable rise in tech-forward consumers, with about
30% of millennials seeking tech-integrated solutions for their holiday

experiences.
In the smart Halloween decoration sector, smart decorations
currently hold about 10% of the total market share but areexperiencing rapid expansion with a projected annual growth rate of15%, fueled by growing consumer interest in smart hometechnologies. Consumers are willing to spend an average of $90 ontechnologically advanced decorations, significantly higher than thegeneral spend, indicating a premium consumer readiness to invest ininnovative features. Traditional decorations continue to dominate
about 70% of the market, typically priced around $20. Meanwhile,
emerging tech-infused competitors like Haunted Smart Home andGhostly Gadgets are carving out about 5-10% of the smart
decoration market with products that incorporate basic connectivity
and sensor technologies, priced between $50 and $100, attracting
tech enthusiasts.

share of 0.05%, the financial
outlook is promising. These
projections suggest that
Pumpkin Mike could achieve
remarkable sales figures –$7.93 million in its inaugural
year, with potential growth to$8.76 million by the end of
the fifth year. These figures
are not just numbers but
reflect a deep understandingof market dynamics and theproduct’s capacity to attract asignificant segment ofHalloween enthusiasts.

Pumpkin Mike’s Social Media Advertisements

Thinking Big in theAge of AI

To catapult Pumpkin Mike into the spotlight this Halloween
season, we’re unleashing an electrifying social media campaign thatis set to ignite the digital world. Imagine every corner of social media
lit up with mesmerizing videos of Pumpkin Mike in action – its
cutting-edge AI engaging with ecstatic trick-or-treaters, its lights
pulsing in sync with haunting melodies, creating a spectacle that
redefines Halloween magic. We’re harnessing the power of top
influencers, who will share their enchanting encounters with
Pumpkin Mike, sparking a viral wave of user-generated content.
We’re not just posting; we’re trending. With irresistible hashtags
like #PumpkinMike, #SmartHalloween, and #TrickOrTech, we’recreating a buzz that invites everyone to join in the fun. The
excitement escalates with thrilling social media contests andgiveaways, challenging our followers to unleash their creativity for achance to snag exclusive prizes.

AI & Analytics
Behind the scenes, we’re powering this campaign withsophisticated analytics, diving deep into engagement rates, traffic
surges, and sales data to sculpt a marketing masterpiece. We’rerelentlessly refining our strategies based on real-time insights,
ensuring that every post, tweet, and share expands our reach andcaptivates our audience. Through meticulous A/B testing, we’rehoning our content to discover the formulas that resonate most,ensuring that Pumpkin Mike doesn’t just participate in the Halloween
festivities – it dominates them.
This campaign isn’t just about showing off a product; it’s about
setting a new standard for what Halloween can be, with Pumpkin
Mike leading the charge as a beacon of innovation in the holiday
decor industry. Get ready to think bigger, celebrate smarter, andexperience the magic of Halloween like never before with Pumpkin
Mike at the heart of it all.
Financial projections, meticulously crafted with the expertise of thepricing strategy team, underscore the substantial economic potentialof Pumpkin Mike. With a modest initial market penetration
assumption of 0.25%, and an anticipated annual increase in market

Photo: ShengEr Zhou Samuel

Pumpkin Mike stands as atestament to the power of AI
in revolutionizing holiday
experiences, offering a
Pumpkin Mike, the AI of Halloween
innovation. This is a visual rendering ofglimpse into a future where
what ShengEr Zhou Samuel wanted as aproduct prototype. He designed and generated
technology and tradition
this rendering via an AI based on his input.
merge to create magic. Thiscase study goes beyond
academic discourse to ignite a spark in the holiday decoration
market, showcasing how interdisciplinary collaboration can turn
futuristic visions into today’s realities. The journey of Pumpkin Mikefrom concept to market disruptor exemplifies the boundlesspossibilities awaiting at the intersection of AI and consumer
engagement.
Thinking big is crucial for the Pumpkin Mike project as it strives torevolutionize the Halloween experience. By aiming high andembracing bold ideas, Pumpkin Mike is set to redefine holiday
celebrations with its cutting-edge technology. This approach doesn’t
just meet market demands – it creates new ones, setting trends andelevating consumer expectations. This visionary mindset positions
Pumpkin Mike not only as a market leader but as a pioneer of
futuristic holiday decor, captivating the imaginations of tech-savvy
consumers and transforming the way we celebrate Halloween. Inessence, thinking big with Pumpkin Mike means turning
extraordinary ideas into unforgettable experiences.

Samuel Zhou is the co-founder of Shenger&Ames, a company dedicated tointegrating AI into holiday experiences.
Andrew J. DeCoste, a graduate of Boston University with a BA in Economics,
is a seasoned loan originator and holds a position as a Private Equity Fund
accountant at Alter Domus in Boston. This is his second paper for the Japanese
Economic Foundation.
Chris Kenney is from NY and has a Master of Business Analytics degree fromWake Forest University.
Allen Smith grew up in Dallas, Texas and obtained a degree in Economics
from the University of Texas at San Antonio. He then gained a Master’s degreein Business Analytics from Wake Forest University. He is currently working in
the financial industry in Dallas at J.P Morgan as an investment professional.

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