Play Principles launched at Toy Fair 2015

January 20th, 2015
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Play Principles launched at Toy Fair call for political focus on the importance of play for child development


Today at the London Toy Fair the Make Time 2 Play campaign launched five play principles to ask politicians, in the lead up to the elections, to consider the importance of play for the healthy development of children.

Make Time 2 PlayThe Make Time 2 Play Principles express the value of play across the policy landscape:

  1. Every child needs space and time to play
  2. Active play can help children keep healthy
  3. Play-based learning adds educational opportunities at all ages
  4. Safe places to play are good for families and good for communities
  5. Children develop important life skills through play


Natasha Crookes, Director of Communication for the British Toy & Hobby Association, that runs the campaign, commented, “You can see the fun and enjoyment that children get from play and that should be the key driver for encouraging playtime. However behind all that fun children are developing the skills they will need for life. We are asking today that the political parties affirm the importance of play in the social fabric of family lives and the role that it has in getting children fit, aiding in education and making sure that there is time and place for play in our busy modern lives”.

Play is widely accepted to have huge value in developing children’s social skills, fitness levels, communication skills, creativity and imagination as well as teaching children about boundaries and risk.

The ‘Make Time 2 Play’ campaign highlights the importance of play in children’s lives, giving parents free play ideas that can be easily slotted in to busy schedules. The messages are promoted using primary research from academics and parents, free adverts donated by children’s broadcasters, and through a website, social media and free ‘play ideas’ app. For more information visit the new website –

The play principles were launched today at the London Toy Fair which takes place from 20-22 January 2015. To register for a media pass visit

Notes to editors

For more information contact…

Until 19th January
Jess Cowan –, 020 3128 8170 at MHP Communications

20th – 22nd January
Onsite Press Office – 020 7598 6518



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