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.