The Power of Play for Aging Populations

by JENNIFER LYNCH, content developer, The Toy Association

How Toys and Games Keep Elders Sharp

June marks Alzheimer’s and Brain Awareness Month, and as more adults turn to play to de-stress and have fun, this month is the perfect opportunity to explore the developmental benefits of play for the elderly and those with cognitive impairments. 

“Be Authentic” was one of the top toy trends announced by The Toy Association for 2023, and a key component of the trend is how companies are going the extra mile to bring inclusivity to their products for today’s consumers at all ages and stages of life.

“As Circana’s latest data (kidults accounting for about 25% of U.S. toy sales in 2022) shows, there is no longer a question of just how many adults are buying toys for themselves and driving growth for the overall industry,” says Adrienne Appell, Executive Vice President of Marketing Communications at The Toy Association. “While conversations around kidults have largely focused on nostalgia and pop culture as the driving factors behind this growth, research also shows that play has proven cognitive benefits for older age groups.”

According to the Alzheimer’s Association, more than 6 million people are living with Alzheimer’s disease and related dementias. However, more studies show that regular social interaction and cognitive and social activity may help reduce the risk of dementia, according to the National Institute on Aging. While there is no single activity that has been proven to reduce the risk more than others, the Alzheimer’s Association points to games as an activity that ticks both the social and cognitive activity boxes. 

One toy company that sees the cognitive benefits of its products firsthand is Educational Insights, which learned through consumer feedback that many adults — specifically seniors — are using its BrainBolt and Kanoodle games to help sharpen their minds.

“We’re not kidding when we say our brain games are for players ages 7-107,” says Lee Parkhurst, Senior Marketing Manager at Educational Insights. “With the rise of the kidult in recent years, prioritizing play is no longer just for little ones’ development. We are seeing more and more seniors join in on the fun to sharpen their skills. The ‘eldertainment’ trend we’re seeing is all about bringing the joy of play into the brain health conversation from a cognitive, therapeutic, and even social perspective.”

Ageless Innovation, which is perhaps best known for its Joy for All line of animatronic companion pets, also introduced three re-imagined board games in partnership with Hasbro. The line, which includes The Game of Life Generations, Scrabble Bingo, and Trivial Pursuit Generations, adds age-inclusive components such as easier-to-grasp game pieces, increased font size, and trivia and references that cater to players of all ages.

A key factor that differentiates these toys in the marketplace is how toy companies are not only looking to entertain this elder audience, but also authentically support their well-being.

PlanToys began developing its Better Aging line in 2021 in collaboration with Thai technology agencies and design experts with the goal of creating play products that would help sharpen brain function in older adults while bringing them joy through play. The line launched this year with eight products that aid hand-eye coordination, memory, emotional recognition, and other cognitive skills.

“With PlanToys’ mission of a ‘Better World through Sustainable Play,’ we wanted to look at how we could remind our community that play is for everyone and that it holds many benefits — especially in bringing people together,” says Kosin Virapornsawan, Managing Director of PlanToys. 

PlanToys’ new line includes Build A Face, which comes with various facial features to create different faces and emotions to either best suit the mood of the builder or help trigger memories and creative thinking.

Tangle Creations’ Tangle Therapy & Wellness line of products has demonstrated success in supporting special needs populations, as well as geriatric patients experiencing dementia. Its Tangle Therapy and Tangle Relax Therapy products are FDA-approved medical devices designed to offer an ergonomic approach to stress and pain relief.

The State Department on Aging in Connecticut even gave out Tangle Therapy products to nursing home residents as a means of helping decrease the use of and dependency on antipsychotic medications used in nursing homes and offering drug-free alternative treatments and coping techniques. Many Alzheimer’s and dementia patients also experience anxious repetitive behaviors as their disease progresses, such as hand-wringing or loss of motor control, which is where fidget toys can prove beneficial.

For aging consumers, the benefits of play are indispensable, with a growing body of research backing the many cognitive, physical, and psycho-social benefits of regular play. A 2020 Genius of Play study even found that 84% of adults that take time to play reported that it helped them be more productive. 

“Making toys and games that are more inclusive is a win-win for companies and consumers,” Appell says. “Companies have the opportunity to showcase the intergenerational benefits of play through their products and emphasize that play really is for everyone.” 

To learn more about how toys facilitate play between generations as well as the critical role grandparents play in helping raise happy and healthy kids, visit thegeniusofplay.org.

A version of this article was originally published in the 2023 Licensing & Entertainment Issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!