Hasbro announces licensee for games for older adults

Published on: 10th February 2023

Ageless Innovation will reimagine iconic brands from the Hasbro games portfolio in a partnership aiming to target all generations.

Ageless Innovation, a global company devoted to reimagining how we positively live and age together through the power of play, has joined forces with Hasbro to create new gaming experiences specifically for older adults and their families. Ageless Innovation will be the first-ever Hasbro licensee dedicated to enhancing the lives of older adults through classic gameplay.

Building off Ageless Innovation’s extensive knowledge in creating play experiences for older adults, and paired with Hasbro’s unmatched expertise in the branded entertainment industry, the partnership will aim to create fun and playful social interactions through intergenerational play via a collection of unique yet familiar games. The line-up, which will reimagine iconic Hasbro properties, will feature entirely new components and play experiences specifically designed with older adults in mind, including easy to grasp pieces, easy to read content and intergenerational storylines. The partnership aims to deliver joy, fun and companionship to families across the globe.

The new games will expand upon Ageless Innovation’s existing collection of Joy for All products, which includes an award-winning line of animatronic pets and card-based games which facilitate intergenerational connection, stimulate conversation and increase the quality of life for older adults. The games also have the possibility to calm anxiety and combat loneliness, social isolation and forms of cognitive decline without the use of medication.

“Hasbro games have had longstanding multigenerational appeal and have been a great way to spark social interaction that brings people of all ages together,” said Ted Fischer, co-founder and CEO of Ageless Innovation. “The new games are designed to make those interactions even easier and more fun for older adults and will help them create meaningful connections with their peers and family members of all ages.”

“Hasbro is committed to making the world a better place, and it guides our Purpose to create joy for all people,” said Jess Richardson, vice president, Global Toys & Games, Licensed Consumer Products at Hasbro. “Alongside Ageless Innovation, we look forward to ensuring we reach every member of the family through this new line of accessible games that are recognizable and connect all generations of fans.”

The official line up of Joy for All licensed games will be announced later this spring.

For additional information about Ageless Innovation and the forthcoming line of licensed Hasbro Games, visit the Ageless Innovation website here.


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