Hasbro's Joy For All Companion Pets

Our mission is to positively impact the lives of older adults and their care partners through the Power of Play. Focusing on the health and wellness space, they were convinced that creating engaging products that foster meaningful connections through play, joy and happiness would have a positive impact. Fueling this new initiative was the insight that there was a void of products which bring fun and play to the older adult market and the belief that play knows no age limit. Within the first few months, the effects that these products were having on aging loved ones and their families was undeniable. As the product line expanded, so did the brand’s coverage from news outlets, journals, popular TV shows and influencers, which drove over 2 billion media impressions in two years. These published testimonials caught the attention of academics and clinicians leading to multiple independent research projects intended to measure and quantify the impact of the Joy for All products on loneliness, isolation, Alzheimer’s and all forms of dementia. The early results were encouraging, and it became clear that 100% focus on the older adult population was required to maximize impact and achieve scale in this growing market. In April of 2018, the Joy for All leadership team left Hasbro and founded Ageless Innovation, successfully executing a friendly spin-out acquisition of the Joy for All brand and business.