BTHA releases Toys as the Tools of Play framework

Published on: 3rd May 2018

The framework, looking at the benefits of play products, has been produced in association with Fundamentally Children.

As part of the ongoing work the British Toy & Hobby Association (BTHA) does to promote the value of play, specifically through the Make Time 2 Play campaign, it has launched a Toys as the Tools of Play benefits framework, in association with Fundamentally Children. The purpose of this work is to help companies identify the play benefits their products can contribute towards children’s development and help them promote their efforts regarding the importance of play.

The checklist includes a breakdown of the different categories of toys, and the different benefits of play that children may experience at different stages of their childhood.

For simplicity, the benefits of play have been broken down into six categories; Physical, Social, Creative, Emotional, Behavioural and Inquisitive, to match the benefits the BTHA promotes through Make Time 2 Play.

Members are able to download the explanatory chart and benefit logos from the BTHA website here and are encouraged to use these in any marketing material, promotions or on packaging, to help consumers identify the benefits the toys may bring to their child.

Natasha Crookes, director of public affairs and communications, commented: “For years members of the BTHA have contributed to the development of millions of children through the products they develop. They have also supported our Make Time 2 Play campaign, which aims to promote the importance of play to parents and carers. The understanding of the benefits of play and the impact playing has on child development is becoming more and more popular and important to consumers, so we hope this checklist will be a simple way for toy companies to demonstrate to parents the benefits their toys can encourage in childhood.”

If you would like to learn more about the Make Time 2 Play campaign please visit, or e-email for more information on how to get involved.


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