Tuned Out: Featuring Celica Costantino – Vice President Retail Sales, Ageless Innovation

In this episode of Tuned Out, host Dana Keilman, Co-Founder & CEO of Morning Light Strategy, welcomes Celica Costantino, VP of Retail Sales at Ageless Innovation, for an inspiring conversation about bringing joy, play, and emotional connection into products designed for older adults.

Drawing on nearly two decades in the toy industry with Hasbro and Funko, Celica shares how Ageless Innovation’s Joy for All brand reimagines aging through playful, accessible products—like award-winning robotic companion pets and re-engineered classic board games—that reduce loneliness, spark connection, and encourage intergenerational fun.

What You’ll Learn:

• Why older adults need both fun and function—and how cross-merchandising can deliver both
• How a surprising consumer insight uncovered a new market for animatronic pets
• Ways Joy for All adapts games like Trivial Pursuit to make play more inclusive across generations
• The retail challenge of serving a diverse older adult market when buyers and end users are often different people
• Strategies for messaging that preserve dignity while appealing to caregivers and family members
• Why retailers should create dedicated in-store spaces blending joy, wellness, and lifestyle products for older adults
• How demographic shifts and disposable income trends make this the fastest-growing—and most overlooked—consumer segment

About Celica Costantino & Ageless Innovation
Ageless Innovation is a global company on a mission to reimagine how we positively live and age together through the power of play. Their Joy for All companion pets and games are designed to provide comfort, companionship, and connection for older adults, with products available at national retailers, online, and through healthcare and community partners in over 30 countries. Nearly one million companion pets have been “adopted” worldwide. Learn more @ joyforall.com

About Dana Keilman & Morning Light Strategy
Dana Keilman is a seasoned innovation strategist and the Co-Founder and CEO of Morning Light Strategy. For more than 25 years, she has helped Fortune 500 companies and emerging brands design and launch products and experiences that resonate with real people—by starting with a deep understanding of what they truly need and want.

At Morning Light Strategy, Dana leads a consultancy focused on helping retailers and consumer brands grow by better serving adults aged 50+ and their caregivers. Through bespoke research and actionable insights, she helps teams make smarter decisions about product development, messaging, and customer experience.

Learn more @ morninglightstrategy.com

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