In this episode of This is HCD, Gerry Scullion is joined by Jaclyn Suzuki, co-founder of MADO and former creative director at Ziba, to explore a global study on the evolving nature of play — commissioned by toy giant Mattel.

With data from over 33,000 people across seven countries, Jaclyn dives into what makes play essential in our lives, how it’s shifting across cultures, and how brands can harness its power.

We unpack six distinct play personalities, the relationship between play and stress, and the role of play in building social cohesion across generations. Whether digital or physical, playful experiences shape our creativity, resilience, and sense of connection.

The Shape of Play study overview on Mattel site: https://corporate.mattel.com/the-shape-of-play

The Shape of Play case study by MADO: https://www.lookwithmado.com/mattel-1

MADO website: https://www.lookwithmado.com/

Connect with Jaclyn via Linkedin: https://www.linkedin.com/in/jaclyn-suzuki/

Key Takeaways:

🌍 Play is Universal: It transcends age, borders, and background.

🤖 Digital vs Physical: The nuances of screen-based vs real-world play.

🎯 Future of Play: How brands are reimagining connection through play.

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