New campaign to encourage families to play together and create happy memories

The Creating Happy Memories campaign from charity Family Action with support from Fisher Price, aims to inspire parents and caregivers to play with their children by providing straightforward and accessible activity ideas that are designed to support young children’s development, such as junk modelling, mud, sand and nature play.

As part of the campaign, parents and caregivers can also access guidance and practical tips from Fisher Price ™ Play Lab child development experts on how to create engaging play spaces as well as blog posts discussing any barriers to play and how these can be overcome, covering - how to make time for play, being comfortable with risk, and how to ‘let go’ and play as an adult.

It is being launched today with a video recorded by Gemma Atkinson and her three-year-old daughter Mia trying out one of the recommended activities, junk modelling. The pair make a rocket shop and elephant out of unwanted items that otherwise would have gone into the recycling bin.

The actress and radio presenter said, ‘I still remember the games that my parents played with me, and I want Mia to have those memories of us playing together too. It’s massively important to play with our children and this campaign gives lots of lovely inspiration and tips for doing this over the summer with low-cost activities that are really fun and packed full of learning opportunities for the little ones.’

'Through purposeful play, you can help your child learn new things'

Lisa Lohiser, early childhood development expert at the Fisher-Price™ Play Lab, added, ‘Research has shown that play equals learning in the early years, and learning is boosted when children play with others, especially a caregiver. Through purposeful play you can help your child learn new things and reach their highest potential while bonding with them - there is no right or wrong way to play – being present engaging with your child you can’t go wrong, no matter what kind of play they are engaging in they are growing. 

'A child’s environment and what is available to play with does affect the ability to play, so having access to things like a variety of toys, their peers, and caregivers changes how they engage and experience it. Engaging in different types of play, such as exploratory, role-play or block play is also important to whole child development.’

Early childhood expert Dr Jacqueline Harding from Middlesex University said that 10 minutes of simple focused playtime with children can be as beneficial to them as a day trip to the zoo, for instance.

It forms part of a year-long partnership between Fisher Price ™ and Family Action to support families with early childhood development.

'Don't fear a child saying they're bored, because children will be their best selves during play'

Dr Harding said, ‘The good news is that what your young child or older children want is social interaction, and that’s free. So don't fear a child saying they’re bored, because children will be their best selves during play. We don't have to provide for them every moment, we don't have to take them to a theme park or zoo every day and all the rest of it - think back, through the perspective of the child, through their eyes. 

‘When you're with children, you watch their body language, you see how they're feeling, watch their shoulders, their body language – they tell you what they need.

‘There’s a whole variety of play which can help, it's called malleable play, play with painting, jumping in mud and all that sort of thing. But afterwards, don't expect to have a perfect house.’

• To access the campaign resources click here
• Watch the video in YouTube