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Message Play At IDEO, we believe in the power of play. It is an essential part of our approach: We use playfulness to design fun, inspiring experiences for kids (toys, games, and digital entertainment) and to bring elements of delight to more “serious” experiences for adults (cars, food, health, finance, and more). The latter may even include developing new methods for the workplace, such as helping clients boost the creativity of their innovation processes. Play design at IDEO is grounded in human factors research, for which we conduct in-context interviews and empathy-building exercises with people of all ages. Our observations — combined with contemporary academic theory, our knowledge of cultural trends, and the expertise of our multidisciplinary designers, including leaders from our successful Toy Lab — help clients identify opportunities and rapidly build them into reality. http://www.ideo.com/expertise/play