GENIUS OF PLAY GETS 'PHYSICAL' THIS SUMMER

13 June 2016

Summer Campaign Highlights the Benefits of Active Play for Kids

With summer just around the corner, the Genius of Play hopes to inspire parents, caregivers and others to engage in active play. Starting this week through July 17, the toy industry’s research-backed initiative to bring more play into kids’ lives will launch a social media campaign focusing on the key benefits of active play and its role in kids’ physical development.

A new animated video vignette highlighting how physical activity helps children develop skills is now live on thegeniusofplay.org, Facebook and YouTube. The Genius of Play’s site has also added new physical and active play ideas and expert advice columns to further motivate families to get outdoors and burn some excess energy.

The “Independence Play” sweepstakes will launch June 16 on The Genius of Play’s Facebook page, offering families a chance to win a prize pack filled with active and outdoor toys. Contestants of all ages who answer trivia questions about the benefits of physical play will be entered for a chance to win the $250 prize.

“The health benefits of living an active lifestyle are irrefutable and need to start during childhood,” said Meredith Sinclair, M.Ed., Genius of Play Ambassador and author of the recently released Well Played: The Ultimate Guide to Awakening Your Family’s Playful Spirit. “Research has shown that physically active kids tend to be healthier as adults, while an inactive childhood can lead to a sedentary lifestyle in adulthood. The summer season offers many play-full opportunities for kids to hone their coordination, balance, and gross- and fine-motor skills while making new friends and having fun.”

Toy Industry Association (TIA) members interested in becoming involved in the Genius of Play initiative may contact TIA’s Jackie Retzer (646.454.5587).

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