Play is one of childhood's most powerful tools for learning, connection and wellbeing, yet it is increasingly being crowded out by busy routines and digital distractions, says the company.

Parents know play matters, but many admit they don't have enough time for it. The LEGO Play Well Report, a global study of almost 62 000 parents and children across 36 countries, found that 95% of parents believe play is essential for their child's wellbeing, yet many struggle to prioritise it amid increasingly busy lives, adds the company.

At the same time, children had one clear message: they want adults to play with them more often, says the company.

It's against this backdrop that Toys R Us South Africa says it will once again mark National Play Day on Saturday, 8 August, this year encouraging families across the country to take the Pledge to Play and make time for meaningful play every day.

The campaign is backed by decades of research from organisations including UNICEF, the LEGO Foundation, the American Academy of Paediatrics and Harvard University's Center on the Developing Child. Together, the research aims to show that the first eight years of life are the most important for brain development, with playful interactions helping to build the neural connections that underpin learning, resilience and healthy relationships, says the company.

"National Play Day is a call for families across the country to stop, reconnect and make a commitment to prioritise play through our nationwide Pledge to Play campaign," says Catherine Jacoby, Marketing Manager at Toys R Us South Africa.

"Rather than asking families to buy more toys, we're simply asking them to commit to spending intentional time together because play isn't simply something children enjoy; it's one of the primary ways they learn about themselves, build confidence, develop emotionally and strengthen their relationships with the people who matter most," adds Jacoby.

"Parents aren't intentionally choosing less play," she says. "They're juggling increasingly busy lives where work, school, extracurricular activities and technology all compete for attention. The danger is that play becomes the first thing to disappear because it feels optional, when in reality it's one of the most important investments we can make in our children's development."

Jacoby notes that through play, children explore the world around them, develop essential life skills, build confidence, and learn how to communicate, solve problems, and express themselves.

"Play doesn't have to be elaborate," she says. "Whether it's ten uninterrupted minutes before bedtime, a weekly board game night or a screen-free afternoon outdoors, children don't remember how expensive the toy was, but they remember that someone was fully present with them."

National Play Day will be celebrated across every Toys R Us store in the country, with flagship events taking place at Canal Walk, Fourways Mall and Ballito Lifestyle Centre, says the company.

Families attending the events will have the opportunity complete an interactive "Play Passport" journey, moving through activity stations, collecting stickers and adding their personal commitment to a growing national "Pledge to Play Chain". Face painting, balloon artists, Geoffrey the Giraffe appearances and prize giveaways will form part of the celebrations, adds the company.

"The real success of this campaign won’t be measured by attendance figures but rather that families leave with a new habit rather than just a fun day out," adds Jacoby. "Our hope isn't simply that families come to a National Play Day event; it's that they leave having made a promise they'll keep long after the day is over."

"The greatest gift we can give children isn't another busy schedule," Jacoby concludes. "It's our time, our attention and the opportunity to simply play together."

For more information, visit www.toysrus.co.za. You can also follow Toys R Us on Facebook, X, Instagram, or on TikTok.

*Image courtesy of contributor