By Allison Watkinson
Ageless Innovation and Hasbro have debuted a co-branded board game collection featuring three reimagined Hasbro titles.
Ageless Innovation is a global company that develops entertaining and accessible products for older adults, their families, and caregivers. The company is Hasbro’s first-ever licensee that focuses on entertainment for the older adult demographic.
The licensed game collection includes new versions of The Game of Life, Scrabble, and Trivial Pursuit that are designed to meet the needs and interests of aging loved ones.
“At Ageless Innovation, we strive each day to find new ways to bring joy to older adults and their families, and our partnership with Hasbro represents a breakthrough that promotes inclusion and accessibility in games at a mainstream scale,” said Ageless Innovation CEO, Ted Fischer.
Ageless Innovation and Hasbro combined their expertise to update the game properties with age-inclusive components such as easy-to-grasp game pieces, bigger font sizes, and trivia and references that cater to players of all ages.
The new collection includes The Game of Life Generations which allows players to pick a life path from the greatest generation, baby boomers, generation X, millennials, and generation Z. The different life paths feature cultural and lifestyle references and experiences that are unique to each generation.
The collection also includes a 3-Games-in-1 Scrabble board game. The three game versions include Scrabble Bingo, Scrabble Pass, and Classic Scrabble.
The final game in the co-branded collection is Trivial Pursuit Generations which features new generation-specific trivia using the six traditional categories from classic Trivial Pursuit. It also includes an additional deck that focuses on personal trivia to encourage bonding between players.
“Our ongoing mission at Hasbro is to innovate our classic gaming brands and create unique experiences that bring joy to every member of the family, whether building on the memories of older adults or introducing new ways to play for the youngest members,” said Hasbro VP Jess Richardson. “By reimagining our beloved properties alongside Ageless Innovation, we’re able to ensure that older adults can continue to be part of the fun of and create new intergenerational memories that will be cherished.”
Hasbro is a global entertainment company that delivers brand experiences through gaming, consumer products and entertainment.
The co-branded board games will be available for purchase via most major retailers and distributed through select Healthcare partners in June. They will also be available for pre-sale at Ageless Innovation’s ‘Joy For All’ ecommerce website.