Disney has launched a new website called The Gift of Play to inspire imaginative playtime between parents and their children.
A recent study by the entertainment giant found that 60% of parents struggle to use their imaginations when it comes to playing with their little ones.
As a result, the company has partnered with The Institute of Imagination, a charity “creating space to re-imagine our world, together”, for their new resource, available through disneythegiftofplay.co.ukwhere moms and dads can find “beloved stories and characters from Disney, Pixar, ‘Star Wars’ and Marvel” to “ignite their imaginations”.
Content includes free videos and guides to spark the imagination.
For example, The Gift of Play guide features “Disney Princess-themed starter scenarios” created by parenting experts and drama masters, and classic Disney tales to “ignite the imagination, creativity – and above all, have fun while playing”.
Philanthropist and TV presenter Katie Piper – who has two young children of her own – is the face of the campaign and has teamed up with the Disney Stage Masters to show how the magic of Disney can transform playtime.
The former ‘Strictly Come Dancing’ star, who was transformed into Frozen’s Elsa and Snow White, said: “Playtime with my kids is a welcome escape from reality and we appreciate nothing more than that. special time together, making up games and stories with our favorite Disney characters.Parents will enjoy Disney’s new Gift of Play pack so much, there’s no shortage of fun and easy ways to inspire play together.
The Institute of Imagination said: “Imagination is the starting point for creativity in all areas of human culture and endeavour, but the pressures of modern life mean that opportunities for imaginative play among children, as well as with their parents and caregivers, can often be overlooked.To ensure that our children, young people and even our adults develop the skills to be creative and inventive, we believe it is extremely important that we find all the time and space needed to put our imaginations to work and one of the best ways to do that is through play. We’re thrilled to be supporting Disney through The Gift of Play initiative.”
Sarah Fox, Vice President of Marketing and Communications, Disney Consumer Products, Games Publishing EMEA, said, “We know that shared play between adults and children can be a truly special experience and we want to support families through The Gift. of Play by Disney. We hope that through this campaign, our characters and stories can inspire parents and caregivers, bringing magic and creating memorable experiences through play.”
There will be plenty of new material on the website in time for the Easter holidays in April.
A press release said: “The Gift of Play website will continue to be updated ahead of the upcoming Easter holidays, to help give parents and adults more support and inspiration when playing with kids, with featured products available to buy at major retailers both in-store and online from March 2022.”
In the UK, support products featured in the guide from Disney, Pixar, Star Wars and Marvel are available to purchase from Smyths Toys Superstores and Argos nationwide and other major toy retailers.
Head toward disneythegiftofplay.co.uk to start becoming more imaginative.