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Family Play Time

In a society where parents and kids are over scheduled and crunched for time, time together is becoming the new family currency.


A man travels the world over in search of what he needs, and returns home to find it. –George Moore

ONE TREND: (Play)Time is the New Value

For Millennials, slow is the new luxury. Sure, they want to shop in one click, to order on their phones and to access any content they can think of delivered the instant they crave it.  But they’re also content to wait for a good thing. Slowing down – as seen in the slow food movement and even in quirky trends like “slow viewing” in Sweden (imagine watching someone knit for 30 minutes) – is seen as scaling up. And this is even more true for play. While active play that keeps kids moving was the antidote for kids coming of age in the 90s and aughts, today’s parents seek playful deeds that decelerate. They prefer projects and playthings that take kids time to complete and that require focus to finish. And they relish games that help them make the most of their time.      

  • TIME IN A BOX is a product that provides parents and kids with prompts that help structure time for Millennials and kids who might not be able to do that so well on their own.
  • The explosion in CARD GAMES of all types, from brands like Gamewright and AEG which not only promote old-fashioned family fun, but also represent a slowed down way to play for younger and older kids alike.
  • THE MAKER MOVEMENT, which we've discussed many times, emphasizes the mindful art of taking things apart – slowly, diligently.
  • And even MINECRAFT, which is hardly new, is most known for its child-controlled pace. Kids don’t respond to fast moving stimulus – they build by enacting elements at a pace all their own.

This all points to how important deeply engaging, offline and non-digital products play is in kids’ culture. It’s also a reminder that kids aren’t always inclined towards bigger, faster, stronger – like their Millennial parents, they often enjoy an excuse to stop, tinker, rest!, and pause


IKEA has been popular among Millennials, and now they are making even more of an effort to attract Millennial parents and their kids. Next month the Swedish furniture giant will launch LATTJO, a new play collection with a variety of games, musical instruments and toys that´s all about inspiring young and old to play together, all the time, everywhere. According to Maria Thörn, Range Manager at Children’s IKEA, “in our research, we’ve seen that 50% of all adults want to find their inner child, and that both children and parents want to play more together.”

IKEA partnered with DreamWorks to market this new line with a series of short films found on their YouTube page. Bringing these products to life through storytelling is a smart way to connect with a generation that's inclined toward stories. Coupled with a modern aesthetic and promises of bringing everyone in the home together, IKEA should easily transition into being a family favorite, especially for the next generation of shoppers.

ONE FACT: Four-In-Ten Full-Time Working Moms Always Feel Rushed.

According to recent research into how working parents share the load by PEW, most parents – at least 86% of mothers and 81% of fathers – say they feel rushed at least sometimes. However, this is vastly the consensus of what life is like for full-time working mothers. Of these mothers, about 4 in 10 always feel rushed. It’s no surprise then for working moms to report they don’t spend enough time with their children, let alone with friends or perusing hobbies or interests.

 When creating experiences for families, consider positioning and messaging them as a respite from the hustle and bustle to spend time together. And in fast food, as a way to get time back to do more important things together.

 Source: http://www.pewsocialtrends.org/2015/11/04/raising-kids-and-running-a-household-how-working-parents-share-the-load/