Raising Smarter, Healthier, Happier
Kids...That's The Genius Of Play


Watch the Genius of Play
Make Play an Important Part of Your Kid's Day

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What children experience as just “fun and games” is actually vital to their emotional, mental and physical health. Toys and play can help kids achieve different developmental goals, from coordination and fitness to cultivating creativity.

The possibilities are endless — that’s the Genius of Play!




Why Is Play So Essential?

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Kids need a well-rounded diet of play to develop into well-rounded adults. Whether they’re running around, enjoying arts & crafts, programming a tech toy or playing group games, kids learn important skills that will continue to serve them throughout their lives.

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The Facts are In

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Did you know that kids with higher levels of fitness score better in math and reading? Or that role play can improve young children's vocabulary abilities? Or that free play helps kids learn to regulate their emotions?

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Help Your Kids Reap the Benefits

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The American Academy of Pediatrics recommends that children engage in free play for at least 60 minutes every day. Support your child’s healthy growth — join parents across the country in taking the Play Pledge!

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Get the Inside Scoop

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Check out these activity ideas, toy tips and expert advice to help make sure your kids are getting the most out of playtime.

Expert Advice

Expert Advice

The Ins and Outs of Valuable Play Experiences

Why is play so important? What do kids get out of it? And what things do parents and caregivers need to look out for when buying toys for their kids?

Age-by-Age Toy Guide

Age-by-Age Toy Guide

How Do You Find the ‘Perfect’ Toy?

Learn how to select toys that match your child’s interests, abilities, and developmental stage to inspire endless fun-filled play!

Cool Toy Picks

Cool Toy Picks

Rev Up Kids’ Motor Skills

These awesome toys can help kids build the muscles they need to balance, crawl and walk!

Seasonal Play Tips & Activity Ideas

Seasonal Play Tips & Activity Ideas

Summer's Here!

Looking to spice up your summertime activities? We’ve got some ideas to get you started!

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