TIA Touts Developmental Play

The campaign was developed with the input of TIA members, industry professionals, play-focused organizations and academics. TIA also polled Millennial and Generation X parents about their lifestyles, views on play, spending habits and purchasing decisions.

The survey found that 95 percent of parents agree that time spent playing together as a family strengthens the child/parent relationship. Parents also mentioned that they want to provide their children with play opportunities that enable them to explore through imagination and curiosity.

“Play isn’t a luxury. It’s a critical component of a healthy and well-rounded childhood,” says Ken Seiter, vice president of strategic communications, TIA. “Toys–which are the tools of play–promote the development of lifelong cognitive, social, emotional and fine and gross motor skills.

The campaign is anchored by a new website, TheGeniusOfPlay.org, which offers a 60-second video that demonstrates the benefits of play.

“[The website] was launched on behalf of the entire toy industry, which works year-round to create safe, innovative and educational playthings to benefit children around the globe,” says Carter Keithley, president and chief executive officer, TIA. “We look forward to growing this campaign in 2015 and beyond as we gather new play-related data from third party experts and strive to further engage with consumers and kids.”