Richard Gottlieb

Social acceptance and adult play

Is adult play seen as socially acceptable? Does a lack of social acceptance get in the way of adults buying toys for their own use?

These were the questions that Steve Lowney, a Product Design and Technology student in the University Of Limerick, Ireland wanted to know. Here is how he expressed it in a comment to my blog posting: “Adults who play with toys: An untapped market.”

I was very interested to see someone else believes that adults want to "play" but I find that there is a certain social unacceptability to adults playing with toys, it's seen as childish and immature. But I think this is only because the toys currently available are designed with children in mind and not specifically designed for adults. 
What do you think? And what in your opinion do adults want in a toy?

Here is my answer: 

Dear Steve, 

I think everyone wants to play. Let’s take dress up as an example. We think of this as a child’s pastime. One’s first reaction would be that it would be socially unacceptable for an adult woman to dress up in a tutu or a man to walk around looking like a spaceman.

But it’s all context. Take Halloween as an example. It is all about dress up and it has become a major opportunity for adults to engage in fantasy play. So, in the Halloween context, dress up is socially acceptable.

I therefor think that for adults to play with toys, we as in the toy industry need to create the context for play with toys. I think we begin with two key factors:

1.      Toy retailers need to develop toy departments or toy sections conspicuously geared to the adult shopper. This means signage, fixturing and a product mix that invites the adult to browse and to feel adult that toy play is a respectable pass time. And if toy buyers think this is a stretch, they need to go visit the Halloween buyer and ask how much revenue they are generating from adult users. While they are at it, they might want to see how the Halloween department is merchandised and take notes.  (They might also want to visit a Spirit store. as well)

2.      Toy manufactures need to design packaging and toys that send the right contextual message to adults that this is a toy that is meant for them. This is going to mean sophisticated packaging, a dramatic use of color and a search for ground breaking materials. 

So, Steve, please help this industry expand its notion of who plays with toys. We need people like you to challenge us to change the way we see ourselves and our market. Come join us. You can make a difference…a big difference.

Posted by Richard Gottlieb on September 27, 2009 | Comments (3)