Aging Playfully: Why Retailers Should Stop Making Older Adults Choose Between Fun and Function

When retailers think about older adults, the focus too often narrows to functional products. Store aisles are lined with pill organizers, walkers, and mobility aids. These meet important needs, but they don’t reflect the whole person. Older adults are not defined only by health and safety concerns. They want joy, curiosity, and connection just as much as anyone else.

At Morning Light Strategy, this is exactly where we focus. We help retailers and consumer brands recognize that designing for older adults is not a niche strategy. It is a growth strategy. Adults aged 50 and older represent the fastest-growing, most financially powerful consumer segment in the marketplace. Yet their needs and aspirations are consistently underrepresented in product development, messaging, and retail experiences.

That is why my recent conversation with Celica Costantino, Vice President of Retail Sales at Ageless Innovation, stood out. Her company’s Joy for All brand has proven what is possible when you treat older adults not as a demographic defined by decline, but as people who want products that balance fun and function. Through companion pets and accessible board games, Ageless Innovation has shown that play belongs at the center of how we design for aging.

A Market Revealed by Listening

The origins of Joy for All come from a surprising consumer insight. While at Hasbro, CEO Ted Fischer and his team discovered that nearly one in five buyers of FurReal Friends toys were not purchasing for children. They were buying these animatronic pets for older adults. Caregivers described using them to provide companionship and comfort.

That insight revealed a gap in the marketplace. While products addressing medical and functional needs were common, few addressed the emotional and social needs that are equally important to quality of life. Ageless Innovation spun out in 2018 to close that gap, creating products that spark connection and encourage play. Today, nearly one million companion pets have been “adopted,” and their suite of accessible games is helping families play together across generations.

This story reinforces something we see every day in our work at Morning Light Strategy. When you take time to understand how products are actually being used, you uncover opportunities that traditional assumptions overlook.

Why Play Matters

Celica and I spent much of our conversation discussing the role of play. For children, play is designed with intention: toys that support learning, motor skills, and socialization. For adults, games and entertainment offer stimulation, strategy, and connection. But once people age into their later decades, the options shrink dramatically.

That is a mistake. Play is not optional. It is a human need that continues throughout life. Research shows that play reduces loneliness, lowers anxiety, and supports cognitive health. It strengthens relationships and provides opportunities for self-expression.

Products that encourage play among older adults are not “nice to have.” They belong squarely in the wellness conversation. This is where retailers and brands have an opening to differentiate themselves. By designing products that meet both functional and emotional needs, they can serve older adults more fully and grow their business at the same time.

Where Do These Products Belong?

The challenge for retailers is deciding where to place these products. Are they toys? Wellness products? Caregiving aids? The answer is all of the above.

As Celica noted, “We shouldn’t make the consumer choose between fun and function. The reality is they want both.”

Cross-merchandising is one solution, but it requires retailers to think differently. Today, there is no “older adult aisle.” When products do appear, they are usually grouped with clinical items that frame aging only as decline. That approach ignores the reality that older adults are diverse, vibrant, and eager for products that inspire them.

Imagine instead a curated section dedicated to older adults. A place where shoppers could find companion pets next to adaptive clothing, skincare for mature skin, kitchen tools designed for accessibility, and games that connect generations. Think of it as the baby aisle’s counterpart: not just a functional space, but a lifestyle experience that invites browsing and discovery.

This kind of retail environment is not only good for consumers. It also increases average basket size, creates new gifting opportunities, and unlocks a category that will continue to expand in the years ahead.

The Myths Holding Retail Back

Why hasn’t retail caught up? Outdated assumptions are a big reason. Too often, decision-makers still believe that the 18 to 35 demographic is the most valuable. Older adults are stereotyped as resistant to change or uninterested in new products.

The truth is very different. Older adults are increasingly connected. They shop online, use social platforms, and embrace technology when it helps them stay engaged. They also control more disposable income than younger groups and show stronger brand loyalty.

Another barrier is complexity. The older adult population spans decades, with diverse abilities and interests. Often, the purchaser and the end user are not the same person. A daughter may buy a product for her mother, or a veteran may receive a gift from a community program. Messaging must resonate with both the giver and the receiver. That requires empathy and nuance.

At Morning Light Strategy, we help brands navigate these challenges. Through custom research, we identify both the functional and emotional drivers of decision-making. We design messaging strategies that respect the dignity of older adults while appealing to caregivers and family members. And we ground every recommendation in commercial outcomes that retailers can act on.

The Power of Storytelling

What makes Ageless Innovation so compelling is its ability to tell stories that resonate. Customers regularly share testimonials about how these products change lives. One caregiver described her mother, who had been non-verbal for years, beginning to speak again after receiving a companion pet. Another veteran adopted a robotic cat at a donation event and said it felt like “bringing a piece of the past back home.”

These stories highlight what numbers alone cannot. Older adults are not passive consumers. They are people who want connection, joy, and purpose. Brands that understand this can move beyond transactional selling to build real loyalty.

What Retailers Stand to Gain

The demographics are undeniable. By 2030, adults over 65 will outnumber those under 18 in the United States for the first time in history. Globally, the 50-plus market represents trillions in spending power. Yet retail strategies for this group remain underdeveloped.

Retailers who embrace this shift will not only grow sales but also build lasting relevance. They will lead in designing inclusive spaces that speak to a broader spectrum of shoppers. They will be seen as forward-thinking rather than reactive.

As we advise our clients at Morning Light Strategy, the opportunity is not just to sell more products. It is to change the narrative around aging. To show that older adults deserve the same energy, creativity, and investment that other demographics receive.

The Future Is Playful

Celica put it best: the future of products for older adults is vibrant, diverse, and aspirational. Older adults are living longer, staying engaged, and demanding more from the products they bring into their lives. They don’t want to be defined by limitations. They want products that reflect possibility.

Technology will play a role, but so will something more universal: joy. Brands that design for play, connection, and dignity will be the ones that thrive. Retailers that create spaces for discovery will capture loyalty that lasts.

At Morning Light Strategy, we believe this future is within reach. We partner with brands and retailers to make it real by uncovering insights, designing strategies, and ensuring that older adults are seen not as an afterthought, but as a powerful force shaping the marketplace.

The fastest-growing consumer segment is ready. The question is whether retailers will rise to meet them.

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Dana Keilman

Dana Keilman is the Co-Founder and CEO of Morning Light Strategy, where she helps organizations design and launch innovative products and services based on a deep understanding of human behavior and needs. With more than 25 years of experience, she has guided Fortune 500 companies and startups alike in creating offerings that resonate with consumers and succeed in the market.

Dana is especially passionate about inclusive design and its role in improving life for older adults and caregivers. Her approach to innovation is rooted in empathy, research, and a commitment to translating insights into impactful experiences.