Hasbro is expanding its market with a push to target older adults with interactive games.
The company partnered with Ageless Innovation, known for its products designed for aging adults, to create a series of game experiences designed for an older audience.
“Hasbro is committed to making the world a better place and it guides our purpose to create joy for all people, alongside Ageless Innovation, we look forward to ensuring we reach every member of the family through this new line of accessible games that are recognizable and connect all generation of fans,” says Jess Richardson, Vice President, Global Toys & Games, Licensed Consumer Products at Hasbro.
The two companies have a connected history. Ageless Innovation was originally a team within Hasbro, focused on producing the Joy for All brand. The brand is best known for a wide assortment of animatronic pets that have been used to assist with issues that can affect the aging population, such as cognitive decline and loneliness. The Joy for All team left Hasbro in 2018 and started the new company Ageless Innovation.
Now, the two are coming together once more to produce a number of games. The new games are planned to expand on the Joy for All products, which already include some card game options.
“Hasbro games have had longstanding multigenerational appeal and have been a great way to spark social interaction that brings people of all ages together,” says Ted Fischer, Co-Founder and CEO of Ageless Innovation. “The new games are made to make those interactions even easier and more fun for older adults and will help them create meaningful connections with their peers and family members of all ages.”
The new lineup of Joy for All games is expected to be announced this Spring. The collection will reportedly feature known Hasbro properties, redesigned with older adults in mind. Features such as pieces that are easy to pick up, simple instructions, and relatable narratives will make these new game experiences more accessible to everyone.
