The Importance of Intergenerational Play and Games

Our elderly population is growing. In western cultures, we’re almost at the point where 20 percent of the population is over the age of 65, and it is a lucrative market. Grandmothers account for 27 percent of all consumer spending and they will spend 2.5 times as much as the average person. They are also making 95 percent of the purchasing decisions for their family.

So what does that mean for the toy industry?

We are continuing to learn more about how important play is across the lifespan. Play provides the following benefits: • Improved cardiovascular health • Improved mental health • Interpersonal relationships • Executive function • Energy • Reduced Stress • Motivation • Creativity

These benefits do not change as we grow from children into adults. However, somewhere lost in the roller coaster of the teenage years, we lose the desire to play that we had as younger children.

Despite this, adults need to play more than ever. In fact, research is beginning to point to play as a way to prevent cognitive decline as we age.

The Importance of

Intergenerational Play and Games

by Acey Holmes and Dr. Amanda Gummer

As adults, we often need to be re-taught ways to play. The elderly can engage with toys in two ways :

1. For their own wellbeing and to prevent age-related cognitive decline. 2. For their grandchildren, to support their learning and wellbeing.

These two are not mutually exclusive and intergenerational play may be the answer.

A great way to re-learn play is to play with children, who are indeed the experts!

This doesn’t always mean hopping on a bike and riding to the park for some swinging and sliding (though that would be amazing). Older and younger generations can gather together around a table (or a screen over distance) to play a board game together.

Playful intergenerational relationships can be incredibly beneficial to all parties involved. The younger generation can learn from the older generation about family, history, and personal life experiences. The older generation is more likely to stay active and engaged when younger generations are involved. However, these generations aren’t generally in a lot of social settings together. Play is an excellent common ground for young and older generations alike.

Specifically, board games can be an incredible generational connection. Old classics like Monopoly are often popular with both age groups, but introducing new offerings such as Labyrinth has the added benefit of the younger generation being presented with a safe opportunity to teach something to the older generation. Both generations being able to offer something to the relationship can make the relationship stronger.

Community organizations could also benefit from these relationships. The local recreation center could consider adding a role playing game night to the weekly bingo and bridge schedule. Having individuals from two (or three!) different generations attending the same events has the added benefit of enhancing and supporting the local community. The older generation might have access to jobs the younger generation wasn’t aware of, and vice versa! The younger generation may be more willing to help their older generation (mowing lawns, buying groceries) as they build relationships with them.

Intergenerational play not only benefits the individual playing, but those around them, and also their communities at large. Specialty toy retailers have a unique opportunity to contribute to this phenomenon.

Grandparents may be more likely to take a grandchild shopping at these types of stores, rather than just the toy aisle while on the weekly grocery shopping trip. Creating end caps or displays with a focus on intergenerational play can have benefits for the retailer and the consumer.