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When we think about play, we often imagine a child’s world of toys and games, but who says that play has to be confined to our childhoods? With 20 years of experience researching play and bringing over 200 physical and digital toys to market, IDEO’s Toy Lab has come to realize that the opposite of play isn’t work, but boredom. Michelle explains how IDEO’s Design for Play team sees play and its potential to bring delight and engagement not only to the youngest customers, but also to people of all ages, through products and experiences that live beyond the toy aisle.
Michelle Lee, IDEO Toy Lab