We don’t often look to the toy aisle for lessons in client engagement. But maybe we should.

In honor of their 80th anniversary, Mattel launched The Shape of Play, a global research study spanning 33,000 participants across seven countries. They discovered more than nostalgia. They uncovered truths for our business and personal wellness.

Turns out, play isn’t just something we grow out of. It’s something we grow into. Mattel’s data shows that 94% of people believe play is essential at every age. Even more powerful? 87% say it helps reduce loneliness and isolation, and 85% consider it a vital part of daily life.

In a world that’s always on and often overwhelming, we’re missing the moments that connect us. And that’s where play steps in as the antidote to burnout, disconnection, and digital fatigue.

So, what does this have to do with your business?

A lot more than you think.

What Play Has to Do with Client Engagement

At The Expressory, we work with service businesses to help them build loyalty and growth through meaningful, strategic engagement. What we see repeatedly is that when people feel seen, understood, and appreciated, they stick around, and they tell others.

Mattel’s research confirms what we’ve been saying for years - people crave connection. And playful, emotionally resonant experiences are a surprisingly powerful way to build it.

Play, in all its forms, creates shared joy, encourages experimentation, and strengthens emotional bonds. That’s exactly what today’s strategic engagement needs.

If your current outreach feels a little stale or transactional, consider this your nudge to bring back a sense of wonder and playfulness. Not in a gimmicky way, but in a deeply human one.

Why This Matters for Nurturing Clients and Prospects

Most of the clients and prospects you’re trying to reach are carrying a heavy load, mentally and emotionally. They’re navigating tight schedules, screen fatigue, and endless messaging. The last thing they need is another “just checking in” email.

What they will remember is something that sparks curiosity. That feels delightfully unexpected. That invites them to pause for a moment and smile. That makes them feel like more than just a number in your sales funnel.

This is where play and strategic engagement intersect.

Mattel outlined four core play motivations—expression and experimentation, escapism and wellbeing, strengthening connection and collaboration, and personal growth and learning. We noticed that these are goals of how we design our personalized touchpoints with The Expressory’s Six Strategic Storylines™. When you build a touchpoint using one of these frameworks, it transforms a “gesture” into a “memory.”

So, let’s break this down with one suggestion per storyline, each inspired by the Mattel research.

One Strategic Touchpoint for Each Storyline (Inspired by Play)

1. Transition

Inspiration: Mattel found that play relieves stress and supports well-being during life changes.
Try this: Send a small “play care kit” when a client is navigating a new role, business pivot, or tough season. Include items like a brain teaser, adult coloring postcard, or something nostalgic that sparks joy with a note that says, “As you’re moving through this transition, remember to step back and have a few moments of fun. It helps the mind gear up for the next part of the journey.”

2. Relationship Related

Inspiration: 85% say play is integral to daily life.
Try this: Celebrate the shared community between you and a client. Or share how your team takes likes to enjoy team building.  It makes recipient feel more connected to your world.  Gift retro-style playing cards or a “game night” themed package that encourages family or team fun. It says, “You’re part of our inner circle.”

3. Shared Experience

Inspiration: Play bridges generational and cultural gaps.  It’s universal and it creates common ground.
Try this: You can reference moments from your childhood and how you played, because we all share that experience. You could even refer to a project or event you experienced together and send something like a mini LEGO set with a note that reads, “Still thinking about all the great work that happened when we built (x) together. In honor of the experience, I hope you’ll take a little time to relax, build something new, and let your mind enjoy some downtime.”

4. Goal Acknowledgement

Inspiration: 70% of participants say their best ideas come through play.
Try this: When a client is working toward a big goal, send something that encourages creativity, like a doodle journal, idea dice, or even an old-fashioned clay kit. Pair it with a message like, “We all know play can spark genius - go create your next big thing!”

5. DIY

Inspiration: Mattel highlighted how physical toys foster empathy and expression.
Try this: Create a handcrafted or locally sourced gift that reflects creativity like a kit that includes everything you need to build-your-own charcuterie platter or make-your-own aromatherapy set. The act of assembling is part of the fun, and the personal touch goes a long way.  Make sure your message reflects that taking time to create can help spark some of the best new ideas. 

6. Gift Acquisition

Inspiration: 81% say physical toys enhance the play experience.
Try this: Choose a toy gift that ties into their favorite pastime or hobby, then tell them the story of why you picked it. “You mentioned how much you miss puzzles. I saw this one and thought of you.” The magic is in the message. This is also the storyline that could be huge if you find a nostalgic game that makes you think about the person.  Share that story!

When You Design with Play in Mind, People Feel Seen

We often talk about emotional loyalty, the kind that keeps people around not because they have to, but because they want to. When you combine the science of play with the strategy of engagement, you make space for that kind of relationship.

Play reminds us that relationships don’t always need to be so serious. That joy is memorable. And that even in business, we can make people feel lighter, closer, and more understood.

That’s how you turn a touchpoint into a turning point.

5 Questions to Reflect on After Reading

Feeling inspired by the Mattel study? Before you close this tab, take a few moments to ask yourself:

1. Am I making space for playfulness in my client relationships?
Not every interaction needs to be serious. Play can be strategic and unforgettable.

2. When was the last time I surprised someone in a good way?
Delight is memorable. What small touchpoint could spark a smile this week?

3. Do my outreach efforts show people that I see them?
Emotionally resonant gestures, especially those tied to what you know about someone, build the deepest bonds.

4. Which Strategic Storyline am I underusing?
Play offers a perfect prompt for rethinking how you use your storylines. Which one could you bring to life next?

5. What’s one playful gesture I could try this month?
Start small. A joyful note. A curious package. A nostalgic token. Just one thing to make someone’s day and deepen your connection.

Want Help Bringing This to Life?

If you’re not sure how to turn this inspiration into action, that’s what we’re here for. We’ll help you match the moment, the message, and the meaning so your next outreach doesn’t just land, it lasts.

👉 Join our next Q&A session
👉 Schedule a one-on-one

Let’s build something memorable—together.