Active Play: Challenging the Mind, Body and Imagination
First in a series exploring the 4 A’s of 2010 Toy
Trends
| According to the Center for Disease Control
and Prevention, over the past three decades childhood obesity rates have
doubled for preschoolers aged 2-5 years and teens aged 12–19 and
have tripled for children aged 6-11 years. There has been a
corresponding and steady increase in obesity-related
diseases. |
Keeping kids and families engaged through physical activity is a key
essential for leading happier and healthier lives. Propelled by
consumer demand and initiatives such as Michelle Obama’s
Let’s Move! Campaign, toymakers have stepped up their efforts to
develop toys and games that offer active solutions for the whole
family.
When products are engaging and fun, kids of all ages will stick with
them longer, thereby deriving greater health benefits. “Active
Play” - identified as one of the four top toy trends spotted
during Toy Fair 2010 – can serve as a catalyst for both the body
and the brain:
ACTIVE PLAY
Toys and games that emphasize a physical (exercise) component are the
obvious way to get kids up and moving, keep the body active, limber and
flexible, and promote healthy lifestyle choices. The outdoor games
segment is flourishing with game and outdoor sports play for kid and
family activities. Some second-half products include Hasbro’s Nerf
and Super Soaker blasters, Playskool Games Pop Goes Froggio, Red Rover
(Mattel), Flickin Chicken (Haywire Games), and Squap by Diggin
Active.
Even products that have a high-tech component such as the Wii and
SWINX gaming systems are designed to foster “kid-generated
action” by incorporating movement into game … think
“kid = remote”. Other examples, such as Wild
Planet’s Hyper Dash Extreme and Sonic Slam by Radica, capitalize
on a programmed degree of randomness to combine thinking and
movement.
ACTIVE IMAGINATION AND INTELLIGENCE
The Alzheimer's Association recommends
puzzles as therapy because some studies have suggested they might
improve memory, attention and problem solving while staving off mental
decline and, perhaps, reducing the risk of Alzheimer's
disease.
Paul D. Nussbaum, a clinical neuropsychologist
and an adjunct professor of Neurological Surgery at the University of
Pittsburgh School of Medicine believes that taking better care of your
brain can solve mental lapses and forgetfulness, and reduce stress. A
brain-healthy lifestyle can do for the brain what a heart-healthy
lifestyle has done for the heart, says Nussbaum.
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Focusing on “Play with a Purpose,” Active Imagination and
Active Intelligence toys and games stimulate the mind and creativity
through hands-on play experiences. Examples within this category
range from brain teasers and “creativity generators” such as
logic games and puzzles to role-play and dress-up items. All
inspire pure imaginative play through hands-on, personal experiences
with the products:
- Building sets, arts and crafts and thoughtfully selected games and
puzzles can improve hand-eye coordination and brain functioning, as well
as promote self-esteem with a complete start-to-finish experience.
- Brain teasers and problem-solving toys, games and puzzles
incorporate strategic play scenarios, cooperative teamwork or
competitive play scenarios.
- Many of this year’s imagination-centric products empower
child-sized role play with dolls and action figures; others encourage
kids to create things their own way through engaging arts and crafts and
science/discovery experimentations.
- Many games offer dual play rules, providing both cooperative and
competitive play rules in the instructions to allow for different play
scenarios with the same purchase.
- The intergenerational influence is also a key component in this area
of active play, with many family-friendly options to keep the whole
family engaged and connected.
Active imagination and intelligence serve as catalysts for the brain
while Active physical play serves as a catalyst for the body. As
this important and continuing trend in the toy industry continues to
evolve, toymakers, retailers and consumers can expect to see an
expansion of Active products across multiple categories of goods and in
different aisles of the toy store.
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