Understanding the Lived Experience of Autism for play brand

Young People and Autism

We worked with autistic children and their caregivers across the UK to understand everyday life through their eyes - the pressures, the strengths, and what it truly feels like to be autistic in a world designed for neurotypical people.

Through expert interviews, five days of digital self‑ethnography and reflective caregiver discussions, we uncovered rich, nuanced insight into identity, masking, sensory needs and the role of play in emotional regulation.

Their stories revealed the profound tension between embracing autistic identity and the pressure to “fit in”, alongside a universal desire for safety, consistency and ways to express themselves and find joy on their own terms.

These voices showed how the play brand already plays a powerful role - offering calm, pride and creative freedom - and highlighted new opportunities to design more inclusive play, experiences and representation.

Impact:

A foundational evidence base centred on autistic children’s own experiences - shaping how the play brand can meaningfully support neurodiverse young people through consistent, safe and open‑ended play, while championing their identities, strengths and stories.