Research shows that children learn and develop basic life skills, fine motor skills, and the ability and willingness to adapt through play-based learning. It also shows that kids today aren’t getting nearly enough opportunities to do it. 

Between school, homework and a bevy of extracurricular activities, their schedules have become as structured and regimented as their parents, leaving little time for hands-on exploratory free-play.

So, the strategy was simple – remind everyone that play is purposeful, and that kids need time to just be kids.