The Joy for All brand spun off from Hasbro in 2018 and founded its parent company Ageless Innovation. “We saw this during the pandemic when families were isolating together and needed something to do, board games spiked in popularity.” “Our insights from older adults told us that game and age-inclusive toys help foster fun and joy and meaningful connections and help to combat loneliness and isolation, which we know was a problem during the pandemic,” said Fischer. The team launched the Joy for All brand at Hasbro in 2015 to develop products for elderly consumers and launched the first one - the robotic Companion Pet Cat - in 2015, followed by the Companion Pet Pup in 2016. “We looked at the health and wellness space and recognized that there was a void of products that would bring fun and play for older adults,” he said. Hasbro spotted that opportunity several years ago, said Fischer, who previously was part of a team at Hasbro tasked with finding new markets and channels for growth. The AARP estimates the number of older adults will more than double over the next several decades to top 88 million people and represent over 20% of the population by 2050.Īs the population ages, it’s also presenting companies with a rapidly expanding market for all kinds of services and products, including toys. “Today, there are over 50 million people in America over the age of 65 and it could double by 2050,” said Fischer. One example, when a Gen Z or Millennial player passes Pay Day on the board they must pay $10,000 because they might have college debt - while the Baby Boomer players pays nothing because they most likely don’t have college debt.Ībout 10,000 people turn 65 every day in the United States, according to the AARP, a nonprofit interest group for aging Americans. It also segments play by age and players then travel through life events specific to each generation. In The Game of Life Generations edition (priced at $40), players have to pick a generation before the game begins. “For example, one question to put on the card could be, ‘ was his nickname when grandpa was younger,” said Fischer, adding that the latest versions of the games are meant to encourage intergenerational play among families and friends. The Game of Life segments play by Greatest Generation, Baby Boomers, Generation X, Millennials, and Generation Z. Those segments include the Greatest Generation, Baby Boomers, Generation X, Millennials and Generation Z, said Fischer.įischer said an additional deck of blank cards is included in the game, on which players can add their own personal trivia. Called Trivial Pursuit Generations (priced at $45), this version still features the six traditional subject categories - geography, entertainment, history, art and literature, science and nature, and sports and leisure - but 1,500 new questions are segmented by generational relevance. The popular trivia game Trivial Pursuit has been reimagined with generation-specific trivia. Scrabble Pass incorporates a 30-second sand timer to make it more challenging. All three games have bigger letter tiles to hold and larger lettering for players to see. The new Scrabble Bingo 3-in-1 edition (priced at $40) has three games - the classic word game of Scrabble, Scrabble Bingo and Scrabble Pass. The new seniors-friendly Scrabble will be available in June.
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