- Mattel (MAT, Financial) commemorates its 80th anniversary with the 'Shape of Play' study, highlighting play's global importance.
- Study reveals 94% of respondents value play at all ages, reducing loneliness for 87% and being integral to life for 85%.
- 81% believe physical toys enhance play, with six Play Personalities identified to personalize and expand play experiences.
Mattel, Inc. (MAT), celebrated its 80th anniversary by releasing 'The Shape of Play,' a comprehensive global study underscoring the universal importance of play. Conducted with over 33,000 participants across seven countries, the study reveals significant insights into play's role in enhancing well-being and social connections.
Key findings indicate that 94% of respondents believe play is beneficial at every age, while 87% agree it effectively reduces loneliness and isolation. Furthermore, 85% view play as a fundamental part of daily life. The study identifies four motivational areas: expression and experimentation, escapism and well-being, strengthening connections and collaboration, and personal growth and learning.
The study also highlighted that 81% of respondents believe physical toys enrich play experiences. Mattel's research suggests that interaction with physical toys, like dolls, boosts brain activity associated with empathy and social skills. Additionally, the report categorizes six distinct Play Personalities—Colorful Creators, Skill Seekers, Solo Navigators, Curiosity Cultivators, Memory Makers, and Social Sparklers—emphasizing diverse ways individuals engage with play.
Chris Down, Mattel's Executive Vice President and Chief Design Officer, emphasized the company's commitment to expanding play's potential beyond children, stating, “This study validates that play isn’t just for kids—it’s essential for everyone and is a call to action.”
As Mattel looks to the future, 'The Shape of Play' acts as both a reflection of its legacy in toy innovation and a roadmap for enhancing play's role in enriching lives across generations.
