In December we attended an Innovation Summit in Washington, D.C., that brought together entrepreneurs developing new products and services related to longevity, with a particular emphasis on Caregiving. We had the pleasure of meeting Angela Fairhurst, founder of Geri-Gadgets®, an innovative system of manipulative shapes that promote cognitive stimulation.
We loved hearing about Angela’s story—not just the product itself, which was inspired by her mother’s diagnosis of Lewy Body Dementia, but also how she came to develop the idea and create the company. Through her transition from Hollywood TV producer to healthcare entrepreneur, she shares her insights and “lessons learned” for SuperAging News readers who are looking to embark on their own Second Act by launching a business or starting a new career. Despite potential obstacles, as Angela says, “If you truly believe in your mission, you’ll find a way to make it happen, no matter the challenges along the way.”
Read our Q&A with Angela to find out more about this game-changing product for dementia care, and the journey to bring it to market.
I was an English major at UCLA studying abroad when fate led me to sit next to the producers of the Grammy Awards on a flight. This chance encounter led to an internship and, ultimately, a job after college with the company. My career in television, where I served as a Producer and Executive in Charge of Production, taught me invaluable skills in management, team collaboration, problem-solving, budgeting, and scheduling—especially in live television, where efficiency is key. I learned to communicate effectively and handle complex situations, always finding a way to get from A to B, even if the path wasn’t straight.
In the marketing world, I constantly noticed “white space” —unmet needs in the consumer products industry. Having already developed a few prototypes, I used the Writer’s Strike as an opportunity to transition into a role at a consumer products company, where I worked with brands like Church & Dwight, Campbell’s, and Knott’s. There, I honed my skills in naming products, creating taglines, and identifying key benefits and attributes. My English major skills have come in handy throughout my career, including in product development and branding.
My mom’s dementia journey began with a misdiagnosis of Alzheimer’s, which led to many challenges. Once we learned it was Lewy Body Dementia, with its unique symptoms like blood pressure drops and hallucinations, we found that traditional caregiving tools simply couldn’t address her needs.
One of the hardest parts was watching my mom’s world shrink—she’d get lost in familiar spaces or pack nonsensical items for trips. After four years, she was hospitalized multiple times due to severe reactions to antipsychotic medications before being properly diagnosed. Her behavior became erratic, and connecting with her seemed impossible.
It wasn’t until I saw her rubbing on shiny magazine paper that I realized she was seeking tactile engagement. That’s when I started searching for products that could provide that sensory connection, but most were either too childish, too complicated, toxic if mouthed, or not washable. I knew there had to be a better solution, and that’s when Geri-Gadgets® was born.
Geri-Gadgets(R) is the result of “Simplified Innovation.” All items provide sensory stimulation without side effects, offering a safer and more cost-effective alternative to traditional care methods. While the product may seem deceptively simple, every element has been carefully thought out and rigorously tested. From selecting colors that are easier for Aging eyes to ensuring the touch is sensory and comforting, we’ve designed it for adults in real-world use.
The Shapes Bucket is versatile—whether the shapes are stacked, stood up, laid flat, or used to build more complex structures with or without using the bucket. For those who prefer simplicity, color matching provides calming, focused activity.
The Flower Bucket with its reinforced vase, allows tulips to be placed on the sides of the vase or bucket, and stems or leaves can be threaded through the cut-outs, promoting creativity and fine motor skills; and the Fidget Gidget® Bucket items offer calming tactile stimulation.
What sets Geri-Gadgets apart is its ability to engage and connect at every level. It’s a failure-free tool that enhances well-being, offers a substitute for traditional care options, and is the only product on the market that combines all of these benefits into one accessible, durable, and washable tool for individuals with cognitive challenges. Designed for both single and multi-user activities, it provides meaningful, versatile engagement for individuals and their caregivers.
What I’ve learned throughout the journey of founding Geri-Gadgets is that when you’re passionate enough about something and deeply committed to making a positive change, nothing can stop you. Transitioning from a career in television production to healthcare wasn’t easy, but my mom’s experience with dementia became my driving force. I realized that every obstacle was just another step toward creating a meaningful solution. If you truly believe in your mission, you’ll find a way to make it happen, no matter the challenges along the way.
The biggest challenge in launching any new business is getting your name out there. It’s hard to make your mark when there are so many established players, and building brand recognition takes time and effort. For Geri-Gadgets, financing is also a major hurdle. While we’ve made great strides, reaching more institutions and scaling the business requires resources that are not always readily available. It’s a challenge that all entrepreneurs face, but it’s also a driving force to keep pushing forward and finding creative solutions.
A pleasant surprise has been the openness of the caregiving community. This is a stark contrast to the competitive nature of the Entertainment industry, and it’s been incredibly refreshing. The benefits of Geri-Gadgets have been clear from the start—providing sensory engagement, hand and arm exercises, and peace of mind for caregivers. What I didn’t anticipate, however, was the multi-generational impact. Children can help grandparents with dementia, creating meaningful moments without even realizing it, while simultaneously easing the burden on caregivers. The ability for these tools to be used during showers, combined with the fact that they’re failure-free and accessible for all, has been a game-changer. It’s a product that supports the whole life journey—from kids to grandparents—proving that the smallest moments can have the biggest impact.
It took 10 years from my “ah ha” moment to actually launching in the marketplace.
No special instructions are needed, though caregivers—whether paid or family members—may feel a bit intimidated by their own creativity or patience. That’s why we’ve included a QR code on the packaging that links to helpful videos and photos on our website and social media (Instagram, YouTube), where caregivers can get inspiration from others. The content is continuously growing, so they have plenty of resources to guide them.
We are rapidly scaling towards thousands of users and gaining traction. When people see Geri-Gadgets, they buy them, and now we just want to make sure more people see them so we can help even more individuals and caregivers.
We have a couple of care communities that are interested in participating in clinical trials to track the efficacy of Geri-Gadgets in improving engagement and overall well-being. Additionally, we’re inspired by the Netherlands, which does an excellent job of keeping its population out of late-stage dementia for most of their lives. We’re currently working towards an NIA/NIH grant to further study and demonstrate the impacts of Geri-Gadgets, including slowing the progression of dementia.
There are also several exciting Geri-Gadgets line extensions in development, as outlined in our patent. Based on the success of our current product, we’re expanding with fun and innovative new ideas to further enhance sensory engagement, behavior and cognitive function. Stay tuned for more to come!
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Content on this site is for informational purposes only and is not a substitute for professional medical advice. Always check with your qualified healthcare providers with any questions or concerns regarding a medical condition.
