Pump It Up Unveils Superhero Training Camp™ and Pirate Quest™ to Revive Imaginative Play Among Children

TEMPE, Ariz., Feb. 2, 2012 /PRNewswire/ -- A new generation of children are growing up oversaturated with technology, and parents are increasingly concerned that imagination and active play are at risk.  Today's children are less creative than ever before, and Pump It Up, the leader in children's active play entertainment with more than 150 indoor inflatable playgrounds nationwide, is on a mission to change that. 

After surveying 350 parents across the country, Pump It Up researchers found that while parents overwhelmingly want their children to participate in imaginative play, more parents define quality play as physical activity instead of using imagination. In the newly released survey, 85 percent of parents said participating in imaginative play is important for their children's well-being, and nearly half of parents reported their children are "too reliant on technology during play."

The findings support a major new initiative by Pump It Up, Superhero Training Camp and Pirate Quest Adventure Parties. Putting a new spin on the traditional party at Pump It Up, children 3 to 7 years old are guided to bring their character-based fantasies to life, while still enjoying active play on the giant colorful inflatables that stand nearly two stories high.

"We are making it our agenda to help restore children's play in the communities we serve," said Lee Knowlton, CEO of Pump It Up. "No other children's entertainment venue offers a local answer for time starved parents who find it difficult to play make-believe with their kids. With more than 7 million children and families who visit Pump It Up franchise locations each year, we have a tremendous opportunity to make a positive impact on the way that children grow and develop."

In a 2010 study of about 300,000 creativity tests going back to the 1970s, a creativity researcher at the College of William and Mary found that creativity has decreased among American children in recent years, due largely to parents' and kids' increasingly hectic schedules and majority of leisure time spent in front of a screen. The findings are concerning because imaginative play is considered a critical element in a child's upbringing. The American Academy of Pediatrics reports that play is essential to development because it contributes to the cognitive, physical, social, and emotional well-being of children and youth.

In order to evoke children's imaginations, the new Superhero Training Camp and Pirate Quest Adventure Parties at Pump It Up are guided by trained professionals who use props and creative scripts. Everyone at the camp takes part in the adventure, with the help of a trained Adventure Guide who draws them into the superhero or pirate worlds from the moment they pull into the parking lot. Children learn to act, talk and walk, like superheroes and pirates. They also engage in games like "Dodge the Krypton," a unique twist on the traditional game of Dodge Ball or an oversized "Cannonball War" played inside multiple giant inflatables using soft stress balls.

"The Adventure Parties offer an opportunity for children to have adult-led creative play experiences," said Knowlton.  "In our State of Imagination Survey, only about a third of parents said they frequently played 'make believe' with their children.  By giving these children a road map for creative play during these parties, we are encouraging this imaginative thinking."

The Adventure Parties are available for children's birthday parties, milestone celebrations or playgroups. Pump It Up will continue to roll-out additional Adventure Parties with new themes, creating a haven for children of all ages and solidifying its position as the undisputed leader in the active children's party industry.

About Pump It Up

The leader in the active children's party industry, Pump It Up is the nation's largest franchise of indoor inflatable playgrounds specializing in private parties for birthdays, and programs, such as school outings, field trips, corporate events and more. Trained staff provides guests with supervision, food and beverage set-up, and clean-up services. The company is headquartered in Tempe, AZ with more than 150 franchise locations across the country. In 2012, Entrepreneur magazine named Pump It Up the #1 Franchise in the Miscellaneous Children's Businesses category, and ranked the company #381 in the 33rd Annual Franchise 500®, the most comprehensive franchise ranking in the world. For more information about Pump It Up, please visit www.pumpitupparty.com.

Contact: Laura McGowan, 630-863-8709

SOURCE Pump It Up