Category
Lifestyle
Festive Fusions
Trend cluster
Category
Grown-Up
Playtime
Brands delight consumers with activations that recall childhood.
5.1
Trend score
Trend
What is the Grown-Up Playtime trend?
Grown-Up Playtime: In a time marked by overworked consumers turning to technology for stress management, brands are ingratiating themselves to consumers through play-driven events that provide a temporary moment of relief. A natural convergence of the so-called "kidification of adults" and the shift toward experiential marketing, such events engage consumers by appealing to their inner child and empowering them with a moment to "unplug." This progression demonstrates the power of youth marketing in appealing to older generations, as well as indicates the desire to stay youthful among boomers and Gen X.
Trend themes
Themes within the Grown-Up Playtime trend
Three behaviours holding the trend together01
Experiential Marketing
Incorporating immersive brand experiences to attract consumers through unique and unforgettable activations.
02
Kidification of Adults
Brands are using nostalgic themes to appeal to consumers' inner child and create a playful experience.
03
Gamification of Dining
Adding interactive gameplay and digital experiences in the dining environment to create a unique and memorable experience.
Industry implications
What the Grown-Up Playtime trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
The trend of experiential marketing and nostalgic themes has opened up an opportunity for advertisers to create immersive brand experiences.
For
Hospitality and Entertainment
The use of gamification in dining and the incorporation of unique activations in the hospitality and entertainment industry is on the rise.
For
Consumer Goods
Utilizing nostalgic themes can entice consumers and create a memorable brand event in the consumer goods industry.
Workshop question
How would your brand infuse a youthful essence into its grown-up concepts?
Trend signals
Trend signals for Grown-Up Playtime
Trend score 5.1 out of 10, from popularity 69%, activity 75%, freshness 8%.
Popularity69%
Activity75%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Grown-Up Playtime trend
4 featured examples from Jul 10, 2015 to Feb 29, 2016CategoryMarketing
Giant Outdoor Ball Pits
This Ball Pool Was Part of a Promotional Event for a New IKEA Store
Opportunity for furniture retailers to create interactive experiences to attract customers and promote their products.
CategoryMarketing
Urban Water Slide Events
Lipton Ice Tea Recently Created a 100-Meter-Long 'Rise & Slide'
Beverage companies can leverage experiential marketing to create unique and interactive events that engage consumers and promote their products.
CategoryMarketing
Rainbow-Colored Commuter Slides
Oreo's WONDERFILLED Campaign Brought Colorful Slides to London
Opportunity to create experiential marketing campaigns that engage consumers and create memorable brand experiences.
CategoryMarketing
Gamified Pop-Up Eateries
The 'Meal of Fortune' Pop-Up is Part Restaurant and Part Arcade
Restaurants can adopt gamification and interactive elements to create unique dining experiences that attract and engage customers.
