Recent research reveals that play is not only essential for creativity and connection but a vital contributor to well-being—especially in today’s increasingly disconnected and stressful world.
Evidence shows that play is fundamental to our humanity and happiness:
- 94% of people believe play is for all ages.
- 88% of children and 83% of adults view play as essential to daily life.
- 81% believe that play can improve global health and well-being.
South Africans lead the way when it comes to play
- 25% are more likely than the global average to play to build confidence and gain knowledge.
- 20% more likely to incorporate competition and experimentation into play.
- 16% more likely to play with a goal of mastery or achievement.
- 11% more likely to associate play with physical activity.
Toy manufacturer Mattel has unveiled “The Shape of Play”—a global research study exploring play across generations and cultures.
This first-of-its-kind study gathered insights from more than 33,000 people across the US, China, Japan, Germany, Finland, Brazil, and South Africa.
It highlights the universal need for play and its lifelong benefits in fostering well-being, rebuilding social connections, and restoring joy.
As stress levels rise, screen time increases, and feelings of isolation become more prevalent, “The Shape of Play” shows that play remains a powerful antidote.
87% of respondents said play helps reduce loneliness and isolation, while 85% view it as essential to daily life.
“Play is not only brain-building and connection-driven -it is also a way to process emotions, make sense of our world, and ultimately grow from the experience,” says Dr Jo-Marie Bothma, a leading South African clinical psychologist and play therapist.
The study identifies four key motivators for play:
- Expression and experimentation
- Escapism and well-being
- Strengthening connections and collaboration
- Personal growth and learning
Play supports self-expression, relieves stress, reduces isolation, and nurtures relationships. It also promotes essential life skills such as resilience, leadership, and empathy.
“The Shape of Play” features stories of parents preserving the magic of childhood, educators making learning joyful, and individuals rediscovering happiness through everyday play.
The takeaway is clear: we must foster more opportunities for play—whether in meaningful moments or fleeting micro-moments.
Key findings from the study include:
Play is a human superpower
94% of respondents believe play is vital at every age. From childhood adventures to adult hobbies, play fosters joy, strengthens resilience, and deepens human connection.
Play combats stress and isolation
87% of respondents say play helps fight loneliness. Whether through toys, games, pets (84%), or online interaction (62%), play bridges gaps across generations and cultures.
Play is under pressure
While most adults still feel “part child,” over half of children feel “part adult.” One in three people say they don’t play enough due to time constraints, loneliness, safety concerns, and the demands of modern life.
Play fuels innovation
Nearly 70% report that their most creative ideas are born through play—whether at home, work, or in broader life contexts.
Play reflects our shared humanity
Though it takes different forms globally, its positive impact is universal.
Toys still matter
81% say physical toys enhance the play experience. With evidence that playing with dolls can increase brain activity linked to empathy, toys remain relevant at all ages.
Play Personalities
The Shape of Play identifies six distinct play personalities, affirming that there is no single ‘right’ way to play:
- Colourful Creators
- Skill Seekers
- Solo Navigators
- Curiosity Cultivators
- Memory Makers
- Social Sparklers
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