Toy companies targeting more adults with fun products versus kids
Many games intended for kids are now being marketed with older populations in mind
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Often, you'll find yourself in the game aisle of the store when shopping for a little one. However, there is a growing interest in and availability in board games for senior individuals. This Christmas, consider the gift of gaming to a parent or grandparent.
Altered classics like Life or new games like You're Getting Old are targeted to those over the age of 65. This growing game trend has been dubbed "eldertainment."
In 2015, Hasbro organized a team called Ageless Innovation, which specializes in toy production for older individuals under "Generations" marketing for games like new versions of Scrabble, Trivial Pursuit and Life.
Many classic games have been released with a twist, bringing older individuals in on the fun. (iStock / iStock)
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These games feature larger fonts and bigger game pieces to cater more to those of older age.
For Scrabble specifically, there were three senior-friendly versions of the game developed. One version is the classic Scrabble that everyone knows and loves, except that the tiles are both bigger and easier to hold. Then there's Scrabble Pass, a faster version of the game, and Scrabble Bingo, a version of the game where the tile bag is passed among players who compete to be the first to create a word.
In the Trivial Pursuit game, there is easy-to-read text on cards that features questions specific to certain generations.
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The classic game Scrabble is one that now includes more senior-friendly versions. (Nathan Laine / Bloomberg / File / Getty Images)
Educational Insights, a company that makes educational toys for various age groups, has also hopped on board after brain-twister toys like Kanoodle and BrainBolt became popular among older consumers. The company plans on releasing products next year targeted towards seniors.
With 10,000 Americans blowing out candles for their 65th birthday each day, the elderly population is on track to outnumber kids. In turn, toy companies are taking a new approach and catering to everyone rather than just young members of the family, James Zahn, editor-in-chief of The Toy Book, told Forbes.
"There was this market that was right in front of the industry forever that was not being acknowledged. It was sort of hidden in plain sight, and that was the older audience," Zahn said.
Games provide seniors with a way to connect with one another and also younger members of their family. (Yavuz Arslan / Ullstein Bild / File / Getty Images)
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There are numerous reasons older people turn to toys. For many, it's a way for them to connect with the younger members of their family. It also encourages them to meet new people and engage with others around them, especially in older home environments. Toys also allow seniors to connect with their inner child and can help cure feelings of loneliness and isolation.