The Shape of Play, a study by Mattel, Highlights Importance of Play Globally in Combating Stress and Restoring Happiness
Mattel (NASDAQ: MAT) has released 'The Shape of Play,' a groundbreaking global research study marking its 80th anniversary. The study, surveying over 33,000 participants across seven countries, reveals compelling insights about play's universal importance:
Key findings show that 94% of respondents believe play is for all ages, 87% agree it reduces loneliness and isolation, and 85% view it as integral to daily life. The research identifies four key motivational areas: expression and experimentation, escapism and well-being, strengthening connections and collaboration, and personal growth and learning.
The study also revealed that 81% of respondents believe physical toys enhance play experiences, while 70% of adults still feel 'part child.' The research categorized six distinct Play Personalities: Colorful Creators, Skill Seekers, Solo Navigators, Curiosity Cultivators, Memory Makers, and Social Sparklers.
Mattel (NASDAQ: MAT) ha pubblicato 'The Shape of Play', uno studio di ricerca globale innovativo in occasione del suo 80° anniversario. Lo studio, che ha coinvolto oltre 33.000 partecipanti in sette paesi, rivela intuizioni interessanti sull'importanza universale del gioco:
I risultati chiave mostrano che il 94% degli intervistati ritiene che il gioco sia per tutte le età, l'87% concorda sul fatto che riduce la solitudine e l'isolamento, e l'85% lo considera parte integrante della vita quotidiana. La ricerca identifica quattro aree motivazionali chiave: espressione e sperimentazione, evasione e benessere, rafforzamento delle connessioni e collaborazione, e crescita personale e apprendimento.
Lo studio ha anche rivelato che l'81% degli intervistati crede che i giocattoli fisici migliorino le esperienze di gioco, mentre il 70% degli adulti si sente ancora 'parte bambino.' La ricerca ha categorizzato sei distinte Personalità del Gioco: Creatori Colorati, Cacciatori di Abilità, Navigatori Solitari, Coltivatori di Curiosità, Creatori di Memorie e Scintillatori Sociali.
Mattel (NASDAQ: MAT) ha lanzado 'The Shape of Play', un estudio de investigación global innovador que marca su 80 aniversario. El estudio, que encuestó a más de 33,000 participantes en siete países, revela conocimientos fascinantes sobre la importancia universal del juego:
Los hallazgos clave muestran que el 94% de los encuestados cree que el juego es para todas las edades, el 87% está de acuerdo en que reduce la soledad y el aislamiento, y el 85% lo considera integral a la vida diaria. La investigación identifica cuatro áreas motivacionales clave: expresión y experimentación, evasión y bienestar, fortalecimiento de conexiones y colaboración, y crecimiento personal y aprendizaje.
El estudio también reveló que el 81% de los encuestados cree que los juguetes físicos mejoran las experiencias de juego, mientras que el 70% de los adultos todavía se siente 'parte niño.' La investigación categorizó seis Personalidades de Juego distintas: Creadores Coloridos, Buscadores de Habilidades, Navegantes Solitarios, Cultivadores de Curiosidad, Creadores de Recuerdos y Chispas Sociales.
매텔 (NASDAQ: MAT)이 80주년을 기념하여 'The Shape of Play'라는 혁신적인 글로벌 연구 보고서를 발표했습니다. 이 연구는 7개국에서 33,000명 이상의 참가자를 조사하여 놀이의 보편적인 중요성에 대한 흥미로운 통찰력을 제공합니다:
주요 발견에 따르면 94%의 응답자가 놀이가 모든 연령대에 해당한다고 믿으며, 87%는 놀이가 외로움과 고립감을 줄인다고 동의하고, 85%는 놀이가 일상 생활의 필수 요소라고 생각합니다. 연구는 표현과 실험, 도피와 웰빙, 관계 강화와 협력, 개인적 성장과 학습이라는 네 가지 주요 동기 영역을 식별했습니다.
연구에서는 또한 81%의 응답자가 물리적 장난감이 놀이 경험을 향상시킨다고 믿으며, 70%의 성인이 여전히 '어린아이의 일부분'이라고 느낀다고 밝혔습니다. 연구는 여섯 가지 독특한 놀이 성격을 분류했습니다: 다채로운 창조자, 기술 탐색자, 혼자 탐험하는 사람, 호기심을 기르는 사람, 기억을 만드는 사람, 그리고 사회적 반짝임을 주는 사람.
Mattel (NASDAQ: MAT) a publié 'The Shape of Play', une étude de recherche mondiale révolutionnaire à l'occasion de son 80e anniversaire. L'étude, qui a interrogé plus de 33 000 participants dans sept pays, révèle des informations fascinantes sur l'importance universelle du jeu :
Les résultats clés montrent que 94% des répondants estiment que le jeu est pour tous les âges, 87% sont d'accord pour dire qu'il réduit la solitude et l'isolement, et 85% le considèrent comme essentiel à la vie quotidienne. La recherche identifie quatre domaines de motivation clés : expression et expérimentation, évasion et bien-être, renforcement des connexions et collaboration, et croissance personnelle et apprentissage.
L'étude a également révélé que 81% des répondants croient que les jouets physiques améliorent les expériences de jeu, tandis que 70% des adultes se sentent encore 'partiellement enfants.' La recherche a catégorisé six personnalités de jeu distinctes : Créateurs Colorés, Chercheurs de Compétences, Navigateurs Solitaires, Cultivateurs de Curiosité, Créateurs de Souvenirs et Étincelles Sociales.
Mattel (NASDAQ: MAT) hat 'The Shape of Play' veröffentlicht, eine bahnbrechende globale Forschungsstudie, die ihr 80-jähriges Bestehen markiert. Die Studie, die über 33.000 Teilnehmer aus sieben Ländern befragte, offenbart faszinierende Erkenntnisse über die universelle Bedeutung des Spiels:
Wichtige Ergebnisse zeigen, dass 94% der Befragten glauben, dass Spielen für alle Altersgruppen geeignet ist, 87% stimmen zu, dass es Einsamkeit und Isolation verringert, und 85% sehen es als integralen Bestandteil des täglichen Lebens. Die Forschung identifiziert vier zentrale Motivationsbereiche: Ausdruck und Experimentieren, Eskapismus und Wohlbefinden, Stärkung von Verbindungen und Zusammenarbeit sowie persönliches Wachstum und Lernen.
Die Studie ergab auch, dass 81% der Befragten glauben, dass physische Spielzeuge das Spielerlebnis verbessern, während 70% der Erwachsenen sich immer noch 'teilweise wie ein Kind' fühlen. Die Forschung kategorisierte sechs unterschiedliche Spielpersönlichkeiten: Bunte Kreatoren, Fähigkeitsuchende, Solo-Navigatoren, Neugierde-Kultivatoren, Erinnerungs-Macher und soziale Funken.
- Large-scale global research study demonstrates Mattel's industry leadership and expertise
- Strong validation of physical toys' importance with 81% positive response rate
- Research supports potential market expansion beyond children to adult demographics
- No direct financial impact or business metrics disclosed
- Study indicates play is 'under pressure' which could affect future product demand
New global insights show that play has the power to improve health, increase happiness, and reduce loneliness
Download press assets here and view the documentary here
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Evidence shows that play is central to our humanity and happiness:
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94% of respondents believe play is for ALL ages, not just for children. -
87% agree that play reduces loneliness and isolation. -
85% of respondents view play as integral to daily life -
81% of people believe that play has the power to improve the health and wellbeing of people globally. -
70% of adults polled feel they are still “part child”
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Mattel's global study, The Shape of Play
Based on insights from over 33,000 participants across the
The study categorizes motivations into four key areas: expression and experimentation; escapism and well-being; strengthening connections and collaboration; and personal growth and learning. Play boosts self-expression, relieves stress, combats isolation, and strengthens relationships, while promoting essential life skills like resilience, leadership, and empathy.
The Shape of Play uncovers a human story and reveals a global story of parents preserving childhood magic, educators making learning fun, and individuals finding joy in everyday play. The message is clear: encourage conversations around play. Whether in big moments or micro-moments, play is key to rekindling joy, deepening relationships, and fostering a more connected world.
Chris Down, Executive Vice President and Chief Design Officer at Mattel said, “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.”
KEY FINDINGS FROM THE STUDY:
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Play is a Human Superpower and isn’t just for kids—it’s lifelong, essential, and transformative:
94% agree: play matters at every age. From childhood adventures to adult passions, play fosters joy, builds resilience, and deepens our human connections. -
In a world of stress and disconnection, play is the antidote:
87% say it helps combat isolation and loneliness. Whether through toys, games, pets (as84% of respondents said), or online games (62% ), play lifts our spirits and bridges social differences across generations, cultures, and communities. - But play is under pressure and we’re feeling the loss: Over half of kids feel “part adult.” Most adults still feel “part child.” Yet one in three say they don’t play enough, crowded out by time, time, loneliness, safety concerns, and modern life.
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Play sparks the ideas that change everything: Nearly
70% of all respondents say their most creative ideas come through play. It’s how we imagine, invent, and solve whether at home, in the workplace and beyond. -
Across the globe, play takes many forms, but its impact is universal: From joy and triumph in
Finland to connection inBrazil and experimentation inSouth Africa , play reflects culture and reveals what connects us all. -
Toys still matter, now more than ever:
81% of all respondents say physical toys enhance the play experience. With empathy-boosting benefits and an adult collector segment, toys remain vital across every stage of life. Mattel’s expertise supports the unique developmental benefits tied to physical play, with data indicating that playing with dolls increases brain activity linked to empathy and social processing skills. - Play Personalities: The Shape of Play identified six Play Personalities—Colorful Creators, Skill Seekers, Solo Navigators, Curiosity Cultivators, Memory Makers and Social Sparklers—celebrating the idea that there is no one right way to play. Figure out your Play Personality with the quiz here.
With 80 years of expertise, Mattel has long studied play in children and recognized its transformative power including multi-year research on the social benefits of doll play. The Mattel Global Consumer Insights group partnered with MADO, a boutique insights and strategy studio, to conduct The Shape of Play.
Mattel has launched an online hub featuring the full in-depth The Shape of Play study and documentary, offering profound insights not only for toy design, fans, parents, caregivers, educators and policymakers worldwide.
The Shape of Play Methodology
The Shape of Play survey was commissioned by Mattel and conducted in partnership with MADO, a boutique insights and strategy studio, and supported by Dynata, a company specializing in first-party data for market research. Data was collected from 33,449 respondents across seven countries (
About Mattel
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.
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Press Contacts:
Mattel
Niki Kazakos
Niki.Kazakos@Mattel.com
Kristina Quintos
Kristina.Quintos@Mattel.com
Source: Mattel, Inc.
FAQ
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