Read more
The research was based on insights from over 33 000 participants across the US, China, Japan, Germany, Finland, Brazil, and South Africa.
The Shape of Play showed how play is valued by all and helps people cope, connect, and thrive. Picture: iStock
As technology advances rapidly, a global research study has highlighted the growing need for play, its value, its lifelong benefits, and its critical role in fostering well-being, rebuilding connections, and restoring happiness.
Global toy company Mattel unveiled The Shape of Play, a first-of-its-kind global research study, over the weekend to celebrate its 80th anniversary.
The research was based on insights from more than 33 000 participants across the United States, China, Japan, Germany, Finland, Brazil, and South Africa.
Amid rising stress, screen time, social isolation, and joylessness, the Shape of Play showed how playing helps people cope, connect, and thrive.
It showed that 87% of all respondents agreed that play reduces loneliness and isolation, while 85% saw it as integral to daily life.
“Play is not only brain building and connection driven, but it also is a way to sort through emotions and thoughts, make sense of it, and ultimately grow as a result thereof,” said Dr Jo-Marie Bothma, a leading South African clinical psychologist and play therapist.
According to the research, play boosts self-expression, relieves stress, combats isolation, and strengthens relationships while promoting essential life skills like resilience, leadership, and empathy.
ALSO READ: Hot wheels hit the track: F1 teams up with Mattel for fun fan gear
Chris Down, executive vice president and chief design officer at Mattel, said the company 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 uncovered a human story and revealed a global story of parents preserving childhood magic, educators making learning fun, and individuals finding joy in everyday play.
Key findings of The Shape of Play research revealed that 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.”
The research also revealed that play is the antidote in a world of stress and disconnection: 87% say it helps combat isolation and loneliness. Whether through toys, games, pets (as 84% 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,” the research revealed.
The report also revealed that toys still matter, now more than ever, with 81% of all respondents saying physical toys enhance the play experience.
Mattel also launched an online hub featuring The Shape of Play study and documentary, offering insights for toy designers, fans, parents, caregivers, educators and policymakers worldwide.
ALSO READ: Let the kids play: How to boost girls’ creative confidence
Download our app