Study reveals which country is the most playful
The Mattel study took insights from over 33,000 participants from South Africa, the US, China, Japan, Finland, Brazil and Germany.
Mattel is a leading global toy and family entertainment company and the owner of one of the world's most iconic brand portfolios.
They've brought us Barbie, Polly Pocket, Hot Wheels, Fisher-Price, UNO and much more.
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You could say, they're experts in play.
Recently, Mattel commissioned a survey called 'The Shape of Play' in partnership with MADO.
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In 2024, they collected data from 33,449 respondents across seven countries.
The global research study is the first of its kind and is the first-ever study spanning generations worldwide.
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Mattel explains the study's objective as follows: "Based on insights from over 33,000 participants across the US, China, Japan, Germany, Finland, Brazil, and South Africa, the study highlights the growing need for play and its valued, lifelong benefits and critical role in fostering well-being, rebuilding connections, and restoring happiness."
Play is not only brain building and connection driven, but it also is a way to sort through emotions and thoughts, make sense of it and ultimately grow as a result thereof.
The study identifies four key motivators for play:
Expression and experimentation
Escapism and well-being
Strengthening connections and collaboration
Personal growth and learning
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How did South Africans compare to the rest of the study groups?
According to the survey, South Africans are:
25% more likely to play to build confidence and gain knowledge
20% more likely to include competition and experimentation in play
16% more likely to play to achieve or master
11% more likely to associate physical activity with play
These new insights also show that play is a critical pathway to well-being, connection and creativity worldwide.
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Evidence shows that play is central to our humanity and happiness:
94% of people believe play is for all ages, not just for children
88% of children and 83% of adults view play as integral to daily life
81% of people believe that play has the power to improve the health and well-being of people globally
In a world where we're constantly surrounded by stress and spend more time on our screens than ever, 87% of participants agreed that play reduces loneliness and isolation, while 85% see it as integral to daily life.
Take the quiz below to find out what your play personality is and read more about each personality here.
Additional key findings from the study:
Play is a "Human Superpower" and isn’t just for kids – it’s lifelong, essential, and transformative: 94% agree. From childhood adventures to adult passions, play fosters joy, builds resilience, and deepens our human connections.
Whether through toys, games, pets (as 84% of respondents said), or online games (62%), play lifts our spirits and bridges social differences across generations, cultures, and communities.
Over half of kids feel “part adult”. Most adults still feel “part child”. Yet one in three say they don’t play enough, crowded out by time, time, loneliness, safety concerns, and modern life.
Nearly 70% of all respondents say their most creative ideas come through play.
81% of all respondents say physical toys enhance the play experience. With empathy-boosting benefits and an adult collector segment, toys remain vital across every stage of life.
The Shape of Play identified six "Play Personalities", celebrating the idea that there is no one right way to play.
You can also watch The Shape of Play documentary here and find the full report here.
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Main image courtesy of iStock