Ageless Innovation is a company that creates play experiences for older adults and their families. It has partnered with Hasbro, a global branded entertainment leader, to reimagine three classic board games: The Game of Life, Scrabble, and Trivial Pursuit. These games are designed to meet the needs and interests of aging loved ones, and to encourage intergenerational play among families. The games feature easy-to-grasp pieces, increased font size, and trivia and references that cater to players of all ages.
The campaign aims to deliver joy and fun to all generations, especially older adults who may face loneliness, social isolation, and cognitive decline. The games also have the potential to calm anxiety and improve overall well-being without the use of medication. By reimagining iconic Hasbro properties, Ageless Innovation hopes to spark social interaction and meaningful connection through familiar and accessible gameplay.
Adult Board Game Campaigns
Hasbro and Ageless Innovation Rebrand Childhood Games for Adults
Trend Themes
1. Ageless Gaming - Reimagining classic board games for older adults, creating a new market segment and expanding the entertainment industry's demographic reach.
2. Intergenerational Play - Encouraging family game play among different generations, promoting social interaction and bonding while creating new opportunities for product development.
3. Well-being Gaming - Developing games as non-medical interventions that can improve cognitive decline, anxiety, and overall well-being, creating a new market niche and promoting the use of technology for wellness purposes.
Industry Implications
1. Gaming - Creating a new market segment for gaming targeted at aging adults and promoting intergenerational gaming experiences among families.
2. Healthcare - Developing non-medical interventions for cognitive decline, anxiety relief, and overall well-being, using gaming as a tool for preventive care and wellness promotion.
3. Entertainment - Expanding the demographic reach and product portfolio of the entertainment industry by reimagining classic board games for older adults, promoting social interaction and family bonding.