LEGO.com Parents News : Unplug the Playroom

	22 Nov 2005 Moms Ask Gift-givers For Toys that Foster Imagination, Unplug the Playroom A recent survey of more than 500 mothers with children between the ages of five and ten found that the majority (66%) plan to give construction and creative toys this holiday season. “Moms recognize the power of play, particularly when it comes to toys they believe foster their children’s imagination,” commented the survey’s director, Marta Loeb, of Silver Stork Research. The survey found that those parents believe that a healthy imagination is vital for their children to become adept learners, with 74% saying the more children use their imagination the better they will do in school; 75% of the survey’s participants also believe that playtime is as important as school time for developing learning capacities.
	Loeb says: “In addition, a new generation of moms – many who grew up as latch-key kids – is determined to be more involved in their children’s lives. In the play arena, this means choosing toys and games that will expand their child’s horizon.” The survey participants often believed that fostering that parental involvement means unplugging the playroom, with 51% saying that they play more with their children when playtime doesn’t involve electronics. LEGO Systems Inc. commissioned the survey to find out what’s topping parents’ lists and why this holiday season. Michael McNally, the company’s Senior Brand Relations Manager, comments: “The holidays are often about that ‘hot, new toy that does x, y and z,’ and sometimes classic toys can be overlooked. There is always so much focus on what children want for the holidays, it’s interesting to take a step back and view the playroom from a parent’s perspective, especially at this time of year when parents have an opportunity to give something that gets kids imagining and creating well beyond the holiday season, into next year.”

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