Toy Industry Association Debuts ‘Genius Of Play’ Video Series

Young YouTube stars may influence the popularity of specific toy brands, but the Toy Industry Association (TIA) is out to prove those same play things have a profound impact on the children reviewing them. The Association has launched a website and video series surrounding its new campaign, The Genius of Play.

The Genius of Play website boasts videos which address important child growth topics, like how playtime develops kids’ brains, problem-solving skills, emotional stability, and more. One video, for example, shows how playing with action figures contributes to a child’s creative storytelling and negotiation skills. On the TIA’s website, people who raise children can also learn more about the benefit of play and check out valuable tips and play ideas.

“Today’s parents and caring adults can be too singularly focused on their children getting good grades, staying disciplined, and mastering a number of structured extracurricular activities, but that can come at a cost,” explained Steve Pasierb, President & CEO of TIA, in a release. “The positive impact of play on the healthy development of kids, from tots to teens, is undeniable. Our goal is to inspire parents to make play an important part of their children’s day – every day!”

Pasierb goes on to explain how most parents don’t realize the American Academy of Pediatrics recommends at least 60 minutes of playtime per day per child. Because of this, the TIA is asking caregivers to take the Play Pledge, which aims to help children around the U.S. reach at least one million hours of play by the end of the year. Once this milestone is reached, TIA will donate $10,000 to the Toy Bank, an organization which brings toys to children in need around the world.

You can check out The Genius of Play videos on the initiative’s website. If you’re a parent, you can set a certain number of playtime hours per week and commit to supporting your children in the endeavor via the Play Pledge page.