your partner in consumer-led new product development.

At PLAY, we care about making consumers’ lives better.

We are specialists in FMCG and partner with the biggest Australian names to lift the productivity and effectiveness of new product development. Our agile, consumer-led NPD approach focuses on producing impactful outcomes, cutting down risk and driving product innovation.

Within our solutions PLAYHouse, you can access innovation advisory and market research insights – all under one roof.

We’ll guide you at every stage of the NPD process, no matter if you have a new idea, refined concept or product pack. And our in-house experts understand the unique dynamics of FMCG, so you can count on us for all your NPD needs.

Whether it’s embedding innovative tools like eye tracking, sharing hard truths or delivering a snappy report full of actionable insights – we’re here to help.

get to know how we PLAY.

We are a local, responsive team of NPD experts who challenge convention and aren’t afraid to make tough calls. Because at the end of the day, our team is invested in your success.



Leverage our experiential research know-how and best-in-class facilities to investigate, develop and test your next product. In our partnership, we’ll share the right consumer insight at the right points in the innovation journey. And you can always rely on us to tell it like it is.


If you want to tackle innovation from a new angle, a shake-up to your product development process could just be the trick. With our experts leading the charge, we’ll tighten your approach and use consumer insight to embed faster, smarter innovation into your business.

we deliver results that clients love.


Just wanted to say thank you again for all the work on this project, I have been really impressed with the partnership on this from the approach and agility. For me this project has cemented the trust I have in you and the PLAY team and I can’t wait to keep working on more projects!

Tessa Whittaker
Consumer & Shopper Insights Manager

PLAY are an agency that we have worked with for many years. What stands out to me is their can do attitude, flexibility and overall ability to quickly put together and execute a plan that addresses our needs. Our needs are forever changing and PLAY are always so accommodating; looking for ways to make it happen vs tell us it cannot be done on time/budget! Their expertise spans so many areas that we are comfortable giving them a project brief that covers a mix of quant, qual and sensory exploration around product ideas, concepts, drinks or packs.

Lynn Larsson
Head of Planning and Insights

My PLAY innovation team are true business partners. On a recent project, they were quick to understand our business issues and the complexity of our internal processes. They recommended an approach which navigated the uncertainties of unfolding COVID situations, trans-Tasman relationships and accommodated the complications of product delivery. They tightly managed the research process, recruitment and fieldwork. Their thorough analysis delivered insightful and action oriented recommendations. Throughout this journey they were an absolute pleasure to deal with, helpful and responsive. I look forward to the next opportunity to work with this elite team

Barbara Edwards
Consumer Insights Manager

I wanted to say a huge thank you to you all from a personal perspective. It’s been an incredible journey leading the Bega Foods Insights and Innovation team and having the opportunity to work with you all – I have spoken a lot about true client and supplier partnerships, and our relationship couldn’t be more true of that. Thank you for challenging myself and the business to think differently, for constantly going above and beyond to deliver “great work” that we can truly land in the business and for being a constant sounding board.

Sarah Smyth
Insights & Innovation Marketing Manager, Bega

unpacking the latest consumer insights.

Artisan try-hard hell of pitchfork cardigan waistcoat shabby chic mumblecore before they sold out. Humblebrag DIY kombucha. Meditation cold-pressed.

When something is still a seed of an idea, it can be tricky to showcase the product’s true potential.

We're turning our “best-kept secrets” into our “best-shared secrets” by spilling the beans on some of the PLAY team’s favourite new snacks, recipes....

proud partners with Australia’s leaders in FMCG.

Krispy Kreme
Goodman Fielder (1)

see our world-class solutions for product innovators.

Group 414

psst! want to know how the industry typically innovates?

Get in on our original research into FMCG innovation in Australia in this free report, previously unreleased to the industry. This involved four rounds of in-depth research over 12 months with the people closest to the process, such as innovation managers and consumer insight directors.