Writing about play for Fitch

25/02/2011 12:06:55

Fitch paper on play

This is the white paper I worked on recently for Tim Greenhalgh, Chief Creative Officer of Fitch. It's an interesting thesis on the value of play for brands – in terms of products, retail spaces and customer experiences in general.

The paper ranges from playful offices to stores that don't sell anything; from Lego and the Wii to the School of Life, exploring the way play and playful brands connect with people at a visceral and powerful level.

I learned a lot writing it. For example, did you know that simply holding a product for a few seconds creates an attachment with it that has serious commercial potential?

A study showed that people who got to hold a simple coffee mug for 30 seconds were prepared to pay a lot more for it than those who only got to 'play' with it for 10 seconds. Human beings are deeply irrational creatures, when it comes down to it.

You can read the article online, or download it. Tim will be presenting his ideas about the value of play at Euroshop, the retail trade fair in Düsseldorf, this Sunday (27 February).

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