The Importance Of Play Within The Industry- A Guest Lecture From Emma Worrollo
Updated: May 13, 2024
Image Credits: Emma Worrollo, @playful_den via Instagram
Thumbnail Design: Bethany Hutchison
When moving into the industry it is important to consider that the ‘all work no play’ mindset is unhealthy and will exasperate feelings of burnout subsequently causing an individual to not produce work of a high quality. I know from personal experience the challenge of finding a healthy work life balance and I acknowledge that there is a long way for me to go! I truly believe that work, although stressful at times, Is fun. I enjoy the feeling of productivity and I thrive in an academic environment. However, in order to maintain this relationship with my studies it is important that I take time out to socialise with those around me and explore my personal hobbies.
Emma Worrollo is an individual who specialises in qualitative research, brand strategy and anthropology in the context of generation Alpha and their families. Worrollo works within this demographic as she herself is a parent to three children. Worrollo opened her first agency, The Pineapple Lounge, during the birth of generation Alpha in 2010. As the founder of The Pineapple Lounge Worrollo helped to enhance brand innovation and communication whilst bringing value into kid-culture.
Like many Worrollo’s life was turned upside-down after the pandemic. Although Worrollo exited the pandemic with her creativity intact she had a desire to use this creativity in a different way. Worrollo moved on to found Playful Den in order to support and provide insights to parents about play. This has since progressed to Worrollo working with multiple brands in order to implement ‘childlike wonder’ into their brand strategy/ approach. Worrollo’s clients include: Happy meal, Nike kids and Playdough (Worrollo, 2024).
Worrollo believes that we are in an imagination crisis with the overarching belief that imagination is not given the time it deserves. Worrollo believes that returning to how we played as a child can influence the way in which we play now. For children, play is a rehearsal of life and one of the only times in which we are truly ourselves. Worrollo believes that Britain isn’t a particularly playful culture. Instead, we as a society prioritise the workforce and education system. Therefore, play should be implemented within adults as a way to cope with this culture of hard-working go-getting individuals.
But what is play?
When Emma Worrollo discusses play in the context of adulthood, she isn’t referring to age regression! Instead, Worrollo looks at the way play can be implemented in order to appeal to an older audience. To Worrollo play:
- Has mental rules (designed by the players)
- Feels good
- Is undistracted (individuals should be focused not stressed!)
- Should be low stakes (it should be goal free.)
- Should be part imagined.
- Is down to choice (individual’s should be self-motivated)
However, Worrollo acknowledges that play is not as simple as these six steps and that there are, often times, external factors which may get in the way of play. Worrollo calls these ‘play enemies’. The five play enemies are: stress, judgement, fear, distractions and time. Feelings which, I’m sure, everyone has experienced at some point in their lives!
Another reason that play may be difficult to implement is due to one’s attention span. With the rise of technology and social media apps such as Instagram and TikTok an individual’s attention span is slowly being dwindled. With short, snappy content being fed to us in a constant algorithm it is incredibly easy for individuals to experience sensory overload with many individuals (myself included) relying on some sort of sensory stimulus (such as music) to complete, simple, day-to-day tasks. If our attention spans continue to decline and if we continue to require more and more sensory stimulus then we won’t be able to play. If we cannot play, then we cannot create or solve problems!
Play personalities.
Whilst speaking to us Worrollo introduced Dr Stewart Brown’s ‘Play Identity’ theory (otherwise known as play personalities). These play personalities highlight the style or mode in which we are most comfortable being playful (Brown, Unknown). The eight play personalities are as follows:
- ‘the collector’: Individuals who like to collect- whether this be tactile objects or experiences.
- ‘The competitor’: Individuals who like to turn everything into a game.
- The creator: Individuals who enjoy making things. These individuals tend to be self-expressive and tactile.
- ‘The director’: Individuals who are instrumental in bringing people together.
- ‘The explorer’: Individuals who love new, novelty adventure.
- ‘The joker’: Individuals who like to make themselves, alongside others, laugh.
- ‘The kinesthete’: Individuals who enjoy movement, often using it to express themselves.
Ways one can implement play into their life.
Worrollo states that there are five ways an individual can learn to live a playful life:
- By questioning how something can be made more ‘fun’.
- By understanding their specific play identity.
- By spending time in the imaginative state before creating creative solutions.
- By finding play mates.
- By trying new things.
After reflecting on Dr Stewart Brown’s play personalities, I believe that I align with both the creator and the storyteller. I have come to this conclusion as my form of play tends to manifest itself in creative endeavours and reading. I enjoy both of these activities as they’re low-stakes and (in terms of reading) are part imagined. After realising that my work-life balance is off kilter I have begun to implement these methods of play more heavily in my day-to-day life. Instead of reaching for my phone when I wake up, I instead reach for a book. Allowing myself to slowly come to my senses instead of immediately being bombarded with the dreaded algorithm. In addition, i have also implimented colouring, alongside reading, into my nightly routine in order to ensure that I am properly unwinding and taking time for self-exploration at the end of the day. Although I believe that I am an incredibly work-orientated person these simple steps have allowed me to detach myself from work and take time to unwind.
Overall, Emma Worrollo’s guest lecture was incredibly insightful providing me with invaluable information which will help me navigate the hustle and bustle of the industry in a calm and controlled manner whilst acknowledging that my career is not the be all and end all and that I myself can take time to look after my own wellbeing (Worrollo, 2024).
Bibliography
Worrollo, E (2024) Playful Den and the importance of play [Lecture to BA Fashion Communication and Promotion, Fashion Business and Marketing Year 1,2,3] BA1b Industry Awareness. Norwich University of The Arts. 24.04.24
Worrollo, Emma (2024) 'Emma Worrollo'. Available at: https://www.linkedin.com/in/emmaworrollo/?originalSubdomain=uk (Accessed: 08.05.24)
Brown, Stewart (Unknown) 'Play Personalities'. Available at: https://www.nifplay.org/what-is-play/play-personalities/ (Accessed: 08.05.24)
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