It's More Than Play! New Public Service Announcements Focus On The Value Of Play In Teaching Kids Lifelong Skills

NEW YORK, March 1, 2017 /PRNewswire/ -- Do our kids suffer from a play deficit? The American Academy of Pediatrics recommends children spend at least 60 minutes daily in unstructured and fun physical activity. But the actual time children spend playing continues to decrease due to overly structured schedules, declining recess in schools, and increasing screen time. Many psychologists and educators warn that the role of play, an important factor in children's cognitive, social, emotional, and physical skills, is threatened.

To raise awareness and encourage parents, caregivers, and educators to include play in kids' daily routines, The Genius of Play, which serves as a leading resource on the developmental benefits of play, will launch its first ever public service announcements. The PSA campaign, scheduled to hit national airwaves this month, includes 15-, 30-, and 60-second spots highlighting the critical role of play in raising happier and healthier kids.

The PSAs encourage viewers to visit thegeniusofplay.org, which offers the latest research and facts about the benefits of play and shares expert advice and age-appropriate play ideas to parents and caregivers.

"Play is important to healthy brain development," says Dr. Tim Culbert, a board certified developmental/behavioral pediatrician. "As advocates for children, all adults – parents, health care providers, teachers, and others – can help to promote the idea that kids participate in their own health and wellness by allowing them the time to play and explore. The best play is already perfectly engineered to let kids delight in curiosity, push the boundaries of possibility, and inspire their imaginations to roam freely. These PSAs remind parents to let our kids play, dream, and ultimately change the world."

According to the experts at The Genius of Play, play is so much more than fun and games. Studies show that make-believe games help kids learn to self-regulate their emotions and researchers say that children with access to a variety of toys reach higher levels of intellectual achievement. Childhood toys can provide comfort and reduce stress even in older kids, help children develop emotional attachments, and encourage socialization.

The PSA campaign will be supported socially on Facebook, Instagram, YouTube, and Twitter. Consumers will be invited to share the message/video for a chance to win Toy of the Year Awards winning toys of their choice. Visit thegeniusofplay.org for more information.

About The Genius of Play

The Genius of Play is a national movement to raise awareness of play's vital role in child development, spearheaded by the Toy Industry Association (TIA). Deeply rooted in research and facts, The Genius of Play is a leading resource on the physical, cognitive, social, and emotional benefits of play that serve children throughout their lives.  Visit thegeniusofplay.org to learn more. #ItsMoreThanPlay

SOURCE The Genius of Play