NEWS

JCB survey unveils parental concern over stay indoors generation

Published on: 12th April 2013

Modern children spend just half of the time playing outdoors than their parents did when they were young, according to a study commissioned by JCB Kids to mark the launch of its ‘Fresh Air Campaign’.JCB ride on300

Researchers found that today’s kids are more inclined to stay indoors and watch TV, play computer games and in some cases, even do their homework, than go outside to play.

The figures show that during the 1970s and 1980s when the current generation of parents were children, they enjoyed more than two hours of outside play each weekday, and a further nine hours at weekends, whatever the weather.

But today’s youngsters venture outside for just over an hour each weekday and less than five hours on Saturdays and Sundays.

It also emerged that 44% of parents wish their children played outdoors more often, with 58% saying their children don’t play outside as much as other youngsters they know.

A third of parents polled also said their children will only play outside when it is sunny, with just 17% going outdoors whatever the weather.

Sam Johnson, spokesperson for JCB Kids, commented on the survey findings: “It is alarming the extent to which today’s children are missing out on the outdoor play time which we enjoyed as children, which is why we have launched our Fresh Air Campaign.

“Playing outdoors is so important for children – not only to help them stay active and healthy, but also to socialise with friends – and create those treasured childhood memories which we look back on so fondly.”

If you would like to receive the latest toy trade news straight to your inbox, please enter your email address in the subscribe box above; you can also follow Toy World on Twitter and Facebook and request a print subscription here.

RECENT ARTICLES

BTHA presents pair of Golden Teddy Awards

Exclusive: Talking Shop – brace your elves!

Last chance to sign up for ‘Supply Chains, transportation and toys’ webinar

Moonbug brands to arrive in Asda this Christmas

Animaccord’s special Masha and the Bear episode marks YouTube milestone

The latest Toy World recruitment round-up – new roles added

Exclusive: Letter from America – what a year for the indies!

Simba Smoby Toys UK partners with with Good Play Guide for pre-Christmas drive

Demand soars at Hornby but bottom line suffers

Bluey expands in Italy and Greece