In the time of the COVID-19 pandemic, most children’s screen time has drastically increased. From virtually attending school via Google Classroom to watching kid influencers on YouTube during their downtime, the dependency on-screen time is a concern for parents.
The New York Times
reported that Qustodio, a parental control app, saw that children in the U.S. from ages 4 to 15 spent an average of 97 minutes per day on YouTube in March and April 2020, up from 57 minutes in February 2020, and nearly double the use compared to 2019. The app called this “The Covid Effect,” and parents sought out different ways to keep their children occupied as the pandemic progressed.
ForMelissa & Doug, the rise in time spent at home in 2020 meant many parents were looking for ways to engage their kids. Melissa & Doug’s toy line, with its mission to ignite imagination and wonder, invites children to power down and experience hands-on play. In 2020, the company teamed up with the American Academy of Pediatrics to champion the benefits of open-ended play.
“By being home with their kids, parents discovered they needed quality products to help slow down and find those moments when everyone gets off the screen to be able to enjoy time with family,” says Dave Henderson, chief commercial officer, Melissa & Doug. “Whether it’s two of you, four or six of you, you enjoy that time, and you allow the kids to play and engage with quality toys. The company may have benefited during the pandemic, but I think it stays true to our mission.”
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