# Grown-Up Playtime Brands delight consumers with activations that recall childhood. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jan 19, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/grownup-playtime ## Key Figures - Trend score: 5.1/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 10, 2015 to Feb 29, 2016 - Published: Jan 19, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Gamification](https://www.trendhunter.com/megatrend/gamification), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Grown-Up Playtime trend ### Experiential Marketing Incorporating immersive brand experiences to attract consumers through unique and unforgettable activations. ### Kidification of Adults Brands are using nostalgic themes to appeal to consumers' inner child and create a playful experience. ### Gamification of Dining Adding interactive gameplay and digital experiences in the dining environment to create a unique and memorable experience. ## What the Grown-Up Playtime trend means for industry ### For 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 for Grown-Up Playtime Trend score 5.1 out of 10, from popularity 69%, activity 75%, freshness 8%. - Popularity: 69% - Activity: 75% - Freshness: 8% ## Examples of the Grown-Up Playtime trend 4 featured examples from Jul 10, 2015 to Feb 29, 2016. - [Giant Outdoor Ball Pits](https://www.trendhunter.com/trends/ball-pool): This Ball Pool Was Part of a Promotional Event for a New IKEA Store (Category: Marketing) Implication: Opportunity for furniture retailers to create interactive experiences to attract customers and promote their products. - [Urban Water Slide Events](https://www.trendhunter.com/trends/lipton): Lipton Ice Tea Recently Created a 100-Meter-Long 'Rise & Slide' (Category: Marketing) Implication: Beverage companies can leverage experiential marketing to create unique and interactive events that engage consumers and promote their products. - [Rainbow-Colored Commuter Slides](https://www.trendhunter.com/trends/wonderfilled): Oreo's WONDERFILLED Campaign Brought Colorful Slides to London (Category: Marketing) Implication: Opportunity to create experiential marketing campaigns that engage consumers and create memorable brand experiences. - [Gamified Pop-Up Eateries](https://www.trendhunter.com/trends/meal-of-fortune): The 'Meal of Fortune' Pop-Up is Part Restaurant and Part Arcade (Category: Marketing) Implication: Restaurants can adopt gamification and interactive elements to create unique dining experiences that attract and engage customers. ## Recent trend clusters - [Festive Fusions](https://www.trendhunter.com/protrends/festive-fusions) (Lifestyle) - [Engineered Layers](https://www.trendhunter.com/protrends/engineered-layers) (Fashion) - [Embedded Intelligence](https://www.trendhunter.com/protrends/embedded-intelligence) (Tech) - [Crafted Timepieces](https://www.trendhunter.com/protrends/crafted-timepieces) (Luxury) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Marketing](https://www.trendhunter.com/marketing)