The Shape of Play
A Global Study by Mattel
A Global Study by Mattel
As we celebrate 80 years of inspiring play, we’re reflecting on its meaning today and its role in shaping the future. Play isn’t just for kids—it’s a powerful force for connection, creativity, and well-being that helps individuals and society thrive in an ever-changing world.
While Mattel has long understood the transformative power of play in children’s lives, this study expands that thinking to explore how play impacts people of all ages—and why it’s more essential than ever. Through stories from around the globe, our documentary showcases the profound ways play shapes lives—across ages, cultures, and experiences. Want to join us on this playful journey?
Watch the documentary here:
Note: All children in this research program were supervised by parents and/or teachers. Mattel does not necessarily endorse all the play activities depicted here in this documentary video of real people sharing their stories with us.
Play is Essential
Play isn’t just fun—it’s essential. Our study reveals how play helps people navigate challenges, build connections, and spark joy throughout their lives. In our travels across the globe, people showed us how play is a lifeline for a healthier, happier world.
94% of people believe play is for all ages—not just children.
87% say play can help solve loneliness and isolation.
81% agree play improves health and well-being globally.
Play Personalities
There’s no one right way to play! Play is as unique as we are.
These personalities reveal who we are, what we value, and what we need most from play—whether it’s connection, creativity, self-discovery, or growth.
What's Your Play Personality?
1. Changes are calculated based on the plastic packaging materials intensity ratio, which is obtained by dividing the total volume of plastic packaging materials used (in metric tons) by the number of units produced in the applicable period, and where the number of units produced is the number of production units shipped by Mattel, through its owned and/or operated manufacturing facilities and finished goods manufacturers.
Colorful Creators
Colorful Creators are all about unlocking their creativity and living life in full color! Whether that means creating music with friends, customizing their own Barbie doll, or trying out a new artistic pursuit, they love any activity that inspires awe and wonder.
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Colorful creators are fun-loving creatives who believe play is a pathway to express new ideas. They tend to value play for it’s role in stimulating their imagination and flexing their storytelling muscles. They enjoy dreaming up vibrant worlds where they can experience awe and wonder—the more possibilities, the better! Colorful creators are driven by the desire to experience amusement and indulge in sensory pleasure, like the joy of listening to music, squishing a blob or dough between their fingers, or creating a one-of-a-kind art project.
Products for Colorful Creators
- MEGA BLOKS Fisher Price Musical Farm Band Sensory Block Toy (45 Pieces) For Toddler
- Barbie Relax And Create Art Studio, Barbie Doll (11.5 Inches), 25+ Creation Accessories For Pottery Making & Painting
- Product 3
- Product 4
Social Sparklers
For Social Sparkers, "The more the merrier" isn't just an expression. It's a way of life! Inclusive and warmhearted, they love playing with others, whether that means playing a group sport, organizing a big board game night, or just going out on the town with all their pals.
Skill Seekers
For Skill Seekers, play isn't just play. It's also an opportunity to develop new skills! But that doesn't mean they don't have as much fun as everyone else- whether that’s playing a strategy board game, using a language-learning app, or trying out awesome new stunts with the latest RC Hot Wheels vehicles!
Solo Navigators
Who says you can only play in a group? Solo Navigators like to be totally immersed in their play, which means they don't need other people to have fun. They may like creating a fantasy world through writing, going for a relaxing swim, or simply enjoying some space to unwind alone with their Magic 8 Ball toy.
Curiosity Cultivators
Curiosity Cultivators love to explore the world around them, and that's never more evident than in how they play. They are inquisitive and enjoy play that's more hands-on, like picking up a new hobby, working on a knitting project, or building a 3,500+ piece Castle Grayskull playset!
Memory Makers
To Memory Makers, play isn't just a way to pass the time or have fun. It's also a way to connect to those who are most important to you! That means you can enjoy both going on a big adventure, like heading to an amusement park with all your friends, as well as easy nights spent in good company, like staying in to catch an episode of your favorite show, followed by an UNO match.
"It is incredible to work in a fast-paced industry that has such remarkable impact on children worldwide. I am proud to be a part of an iconic brand like Barbie, encouraging girls everywhere with the message that ‘You Can Be Anything’."
Imagine a World with More Play
A world with more play isn’t just more joyful—it’s more innovative, inclusive, and hopeful. Together, we can make that world a reality. In fact, 70% of people believe play can be used to achieve important goals.
At Mattel, our research has long shown the positive effects of play. For example, we’ve learned how playing with dolls activates parts of the brain that allow children to develop empathy and social processing skills.
Other critical research also demonstrates the positive physical benefits of play, as well as its emotional and mental benefits, including building confidence, problem solving, and learning how to work in a community.
Join the conversation: What does play mean to you? What play personality are you? Share your story on social media using #TheShapeofPlay and #Mattel.
A playful world is a better world. Let’s shape it together!
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