The Genius of Play is a national movement to raise awareness of play’s vital role in child development, spearheaded by the Toy Industry Association. Deeply rooted in research and facts, the Genius of Play is a leading resource on the physical, cognitive, social, and emotional benefits of play that serve children throughout their lives. The Genius of Play enables today’s busy parents and caretakers to use the power of play to help raise a happier, healthier, and more successful next generation.

It’s MORE THAN Play!