Mattel has conducted a study called “The Shape of Play,” proving that play is really for everyone.
For 80 years, Mattel has been at the forefront of play. This first-of-its-kind global research study was carried out in honor of the company’s 80th anniversary. The study involved over 33,000 participants of all ages, demographics, and backgrounds from around the world. It highlights the growing importance of play, its valuable, lifelong benefits, and its major role in nurturing well-being, rebuilding connections, and reviving happiness.
The study’s findings indicate that play is fundamental to humanity and happiness. A remarkable 94% of respondents believe that play is for all ages, not just children. Additionally, 87% agree that play reduces loneliness and isolation, and 85% view play as an essential part of daily life.
Play can take many forms and shapes, whether through toys, pets, video games, or other sources of joy.
Mattel has spent 80 years studying the value of play with children. This global study validates that play isn’t just for kids — it’s essential for everyone and is a call to action. For brands, creators, and educators, we have an opportunity to expand play's possibilities and unlock its power to improve lives."
The “Shape of Play” identified six play personalities: Colorful Creators, Skill Seekers, Solo Navigators, Curiosity Cultivators, Memory Makers, and Social Sparklers. This highlights that there are many different ways to find, embrace, and shape play.
Eighty-one percent of those surveyed believe that play has the power to enhance the health and well-being of people worldwide. Additionally, 70% percent of the adults polled stated that they still feel “part child.”
"The Shape of Play" study proves that no matter what shape it happens in, play is important. | Source: Mattel
Mattel's "The Shape of Play" study shows that play is important to people of all ages. | Source: Mattel
"The Shape of Play" study showcases the importance of play. | Source: Mattel
Mattel conducted "The Shape of Play" to show how important play is in everyday life. | Source: Mattel
The Mattel Global Consumer Insights group collaborated with MADO, a boutique insights and strategy studio, to produce and conduct “The Shape of Play.”
Mattel has created an online portal containing all the data gathered from this study. A 16-minute documentary about the research is also available on the portal. For more information, visit the online portal or mattel.com. Don’t forget to take a moment to play today, whatever shape it may be.
