Fisher-Price supports Family Action’s Creating Happy Memories campaign

Published on: 19th July 2022

Celebrity Gemma Atkinson and daughter Mia helped launch the Fisher-Price-backed campaign highlighting ways families can play this summer.

Gemma Atkinson junk modelling with daughter Mia.

Actress, radio presenter and celebrity mum Gemma Atkinson and her three-year-old daughter, Mia, have helped to launch the Creating Happy Memories family-focused campaign from charity Family Action supported by Fisher-Price.

The campaign is aimed at inspiring parents and caregivers with easy-to-do, accessible ways to play with their children over the summer, with resources that will help to create fun and memorable moments while also helping with their child’s development and boosting their own confidence to play.

The resources include dedicated pages on the Family Action website where parents and caregivers can find expert guidance and practical ideas to help them enjoy more play with the children in their lives.The campaign also includes practical tips from Fisher-Price Play Lab child development experts on how to create engaging play spaces, fun, simple, low-cost activities that the whole family can enjoy.

The play activities being hosted on the Family Action website are junk modelling, mud and sand, nature play, and food play. There are also blog posts discussing any barriers to play that parents may feel, to help them overcome these and show how easy it can be to play and the benefits of play for parents too.

The resources for the Creating Happy Memories campaign are a continuation of the year-long partnership between Fisher-Price and Family Action which was launched earlier this year to help support families with early childhood development.

Gemma Atkinson said: “I still remember the games that my parents played with me, and I want Mia to have those memories of us playing together too. That’s why I am so proud to partnering with Fisher-Price Play Lab on their collaboration with Family Action for the Creating Happy Memories campaign. It’s massively important to play with our children and this campaign gives lots of lovely inspiration and tips for doing this over the summer with low-cost activities that are really fun and packed full of learning opportunities for the little ones.”

Lisa Lohiser, Early Childhood Development expert at the Fisher-Price Play Lab, added: “Research has shown that play equals learning in the early years, and learning is boosted when children play with others, especially a caregiver. Through purposeful play you can help your child learn new things and reach their highest potential while bonding with them – there is no right or wrong way to play – being present and engaging with your child, you can’t go wrong. No matter what kind of play they are engaging in, they are growing.”

Emily Parker, brand and campaigns manager at Family Action, said: Family Action believes everyone should be able to enjoy play – not only to support child development, but to build stronger families through the bonding and well-being benefits it brings.”

To access the Creating Happy Memories play resources, please click here.


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