Toy Companies Broaden Focus to Engage Elderly Consumers

Toy manufacturers are modifying classic games and introducing new ones specifically for a more mature audience: individuals over the age of 65. These products are promoted as tools for enhancing cognitive abilities and mitigating loneliness by fostering connections with family and friends. However, there is skepticism among experts regarding the efficacy of these claims by toymakers.

Hasbro, in collaboration with Ageless Innovation, a company specializing in toys for the elderly, has released updated versions of Scrabble, Trivial Pursuit, and Life under the “Generations” brand. These versions feature larger fonts and game pieces for ease of use. The revamped Life and Trivial Pursuit games also boast content appealing to both young and old players. The updated games were launched in stores in August, in anticipation of the holiday season.

Educational Insights, known for their educational toys for young children, is now incorporating imagery of older adults in their marketing. This change comes after noticing that their brain games like Kanoodle and BrainBolt were popular among older customers in online reviews. Next year, they plan to release BrainBolt Boost, a variant with larger buttons and simplified gameplay.

Additionally, WowWee’s app-connected robotic dog Dog-E, initially targeted at children and families, has gained popularity among those over 65. In response, WowWee plans to introduce new features to Dog-E next year, including voice commands and memory games, as per Andrew Yanofsky, the company’s marketing head.

Ted Fischer, co-founder and CEO of Ageless Innovation, emphasizes the importance of play in positively impacting the lives of older adults.

The toy industry’s shift towards older adults has been partly influenced by the pandemic, which altered toy purchasing habits. Many adults, seeking comfort, turned to toys ranging from Legos to collectibles. The isolation experienced during lockdowns led older adults to seek companionship in toys like plush animals and robotic pets.

Circana, a market research firm, reports a rise in toy sales to adult buyers. Approximately 5% of total U.S. toy sales cater to males aged 35 and above, a 13% increase from the previous year. Sales to females in the same age range constitute about 4%, up 9% since last year. While specific data for those over 65 is not separately reported, grandparents, a significant segment of the toy market, have shown considerable spending power.

The U.S. toy industry, seeking revitalization after a sluggish year, especially during the 2022 holiday season, finds potential in targeting older adults.

Ben Swartz, 92, a resident of a retirement community in Des Moines, Iowa, and former owner of a chain of toy stores, appreciates the industry’s new direction. He emphasizes the importance of mental engagement, playing games like bridge and poker regularly.

Conversely, some scientists caution about overestimating the benefits of these toys for the elderly. Neil Charness and Walter Boot, psychology professors at Florida State University, have researched the impact of brain games on cognitive skills. Their findings suggest that while these games improve specific abilities, they do not significantly enhance cognitive functions necessary for daily activities or significantly reduce loneliness.

Boot advocates for designing games for the elderly that focus on leisure and enjoyment, rather than solely on cognitive benefits.

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Frequently Asked Questions (FAQs) about Elderly-targeted toys

More about Elderly-targeted toys

• Cognitive Benefits of Gaming for Seniors
• Trends in the Toy Industry
• Pandemic and Its Impact on Elderly Loneliness
• Ageless Innovation and Elderly-Focused Toys
• Hasbro’s New Gaming Products for Older Adults
• Educational Insights’ Brain Games for Seniors
• WowWee’s Dog-E for Older Consumers
• Expert Opinions on Elderly Gaming Benefits