NOT JUST KID PLAY: ΤΟΥ COMPANIES AIM MORE PRODUCTS AT OLDER ADULTS

Toymakers are tweaking original classic games or coming out with new ones that embrace an audience that's been around for a while: people over 65 years old.

- 

The products are being marketed as a way for older folks to sharpen their brain skills as well as allay loneliness by helping them connect with other family members and friends, although some experts have raised doubts about toymakers’ claims.

Toymaker Hasbro penned a licensing deal with Ageless Innovation — which designs toys with older people in mind — to come out with new versions of Scrabble, Trivial Pursuit and Life with a tagline “Generations” that offer bigger fonts on tiles and bigger game pieces.

The new “Generations” versions of Life and Trivial Pursuit also have expanded their content to cater to younger and older people alike. For instance, the answer to a question in Trivial Pursuit about fitness can be Jack LaLanne or Zumba, depending on the player’s age. The new offerings hit stores in August in time for the holiday season.

Educational Insights, which focuses on educational toys for pre-schoolers, is incorporating images of older people in its marketing after noticing last year that its brain twister toys like Kanoodle and BrainBolt were resonating with older customers in online reviews. Next year, it will unveil a new twist called BrainBolt Boost that has bigger buttons and is more simplified.