The Genius of Play


Through play, children improve cognitive functioning, build physical skills, learn how to deal with their emotions, and discover how to socialize with other kids.

These are just a few examples of the genius of play!

Spearheaded by The Toy Association, The Genius of Play inspires parents and caregivers to make more time for play in their kids’ over-scheduled lives by raising awareness about play’s critical role in healthy childhood development.

At, families can discover hundreds of play ideas – from quick games to more involved activities – based on a child’s age and development. The website also features expert tips and advice from a variety of child development professionals, academics, pediatricians, and others who are passionate about spreading the word about the true value of play.

Sign up for free email alerts offering play ideas, tips, and more. Now that’s Genius!

To learn more, contact Anna Yudina, director of marketing initiatives.

Let's Connect

Let’s Play. Let’s Learn. Let’s Connect. The Toy Association serves as the voice of the toy industry. We represent countless individuals who bring safe, innovative, and fun toys to kids globally. Connect with us about our work. We want to hear from you!

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