Mattel unveiled 'The Shape of Play' on April 24, 2025, a first-of-its-kind global research study conducted in celebration of the company’s 80th anniversary. The study, based on insights from over 33,000 participants across seven countries, highlights the critical role of play in fostering well-being, rebuilding connections, and restoring happiness.
The study found that 87% of respondents agree play reduces loneliness and isolation, and 85% see it as integral to daily life. It categorizes motivations for play into expression and experimentation, escapism and well-being, strengthening connections and collaboration, and personal growth and learning.
Chris Down, Executive Vice President and Chief Design Officer at Mattel, stated that the study validates play's importance for all ages and serves as a call to action for brands, creators, and educators to expand its possibilities. Mattel has launched an online hub featuring the full study and a documentary, offering insights for toy design, parents, caregivers, educators, and policymakers.
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