As reported by the Toy Industry Association (TIA), the Genius of Play campaign was launched last week, and parents and caregivers across the U.S. have already pledged to play a collective 58,000 hours with the children in their lives. In addition, more than 50 TIA member companies have shared the campaign’s inaugural Facebook post and its message about the essential role of play in the development of children.
The Genius of Play campaign asks toy companies and families to watch and share animated video series, visit and share the Genius of Play website, help disseminate play facts on social media, and for parents to pledge to play with their children for at least seven hours per week. When 1 million collective play hours are reached, a donation will be made to The Toy Bank to benefit children around the world.