Hasbro's Golden Pup is part of the company's Joy For All brand.

A group of former Hasbro employees have acquired the toymaker’s first foray into elder-focused products, and they’re launching their own company to build upon the brand.

That new company is called “Ageless Innovation,” and it will immediately begin selling the Joy for All line of products. Those include a line of lifelike cats and dogs — developed with feedback from seniors, along with their families and caregivers — that aim to provide comfort and companionship.  

The team behind Ageless Innovation was involved with the development and launch of those toys back at Hasbro a few years ago, and they hope to “leverage the heritage of the Joy for All brand” at the new company and fill a “massive market need,” CEO Ted Fischer said in an announcement.

“We know that loneliness, social isolation and all forms of cognitive decline are rising at epidemic rates for older adults,” he said. “Focusing 100% on this amazing population, coupled with our experience and partnerships in the longevity market, will help expand our strategy of increasing fun and joy while positively impacting quality of life and lowering healthcare costs.”

Those involved say they plan to work closely with healthcare, academia and senior living to help further scale the Joy for All brand, of which they now have 100% ownership.