New global insights show that play has the power to improve health, increase happiness, and reduce loneliness

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• Evidence shows that play is central to our humanity and happiness:
  • 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”

Mattel, Inc. (NASDAQ: MAT), a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world, today unveiled The Shape of Play, a first-of-its-kind global research study in celebration of the company’s 80^th anniversary. For eight decades, Mattel has created innovative products and experiences that inspire fans, entertain audiences, and develop children through play. Now, that mission extends to people of all ages, with this first-ever study spanning generations worldwide.

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Mattel's global study, The Shape of Play

Based on insights from over 33,000 participants across the U.S., China, Japan, Germany, Finland, Brazil, and South Africa, the study highlights the growing need for play and its valued, lifelong benefits and critical role in fostering well-being, rebuilding connections, and restoring happiness. Amid rising stress and screen time, social isolation, and joylessness, The Shape of Play shows how play is valued by all and helps people cope, connect, and thrive. 87% of all respondents agree it reduces loneliness and isolation, and 85% see it as integral to daily life.

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:

• 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 (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.
• 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 in Brazil and experimentation in South 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 (USA, China, Japan, Germany, Finland, Brazil, and South Africa) in March and April 2024. The study combines survey responses, ethnographic in-home interviews in Los Angeles, Helsinki, and Shenzhen, and translations from multiple languages to ensure a diverse and representative global perspective.

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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