National research from Sambro uncovers that parents get just an average of 31 minutes a day to play with their kids. And more than half of parents wish they had more time to play with their kids
Ahead of National Play Day (Wednesday 7th August) Sambro Toys has revealed that parents only have an average of 31 minutes a day to play with their child – despite almost half wishing they had more time to do so.
The research shows that 48% of parents say they don’t have enough time to spend playing with their children, which means they are missing out on vital bonding moments.
More than three quarters of parents (86%) surveyed said that playing with their kids brings them closer together, with the top three bonding activities for parents and children including playing outdoors (46%), arts & crafts (43%) and playing with toys (41%).
Other non-play related bonding activities include going for walks and visiting paid attractions such as theme parks, zoos and cinema trips.
The benefits of creative play go far beyond bonding experiences, with 68% of parents stating that their child is happier after engaging in creative play together than solo screen time.
Ahead of National Play Day, Sambro invited parents and their kids to its toy showroom in Manchester, to encourage them to explore the fun and excitement in creative play, as well as hear from them how creative play helps them bond.
Clare Rix, Buying and licensing Director Sambro, said: “At Sambro we really understand the magic of play and know how important it is not just for children, but for parents too.
“Having time to spend playing with our children, brings lots of benefits including helping us bond more with our children and it also helps support their creative development – not to mention it also makes them happier.
“Arts & crafts activities are a great way to bond with your child, as they offer something you can both engage with and create together, creating lots of fun memories and something you can keep and share at the end.
“We loved having our kids Sienna, Kai and their mums here at Sambro HQ and hearing how play has helped them bond and seeing them play and have fun together in celebration of National Play Day.”
Sambro has an extensive range of arts & crafts, creative play and outdoor toys, holding licenses with global brands including Disney, Hasbro, Mattel, Paramount and more.
