SECTOR FOCUS Inset: Janod has seen a rise in demand for its imaginative and role-play products.
ACTIVE IMAGINATION
The pandemic has brought about a huge shift in how a day looks for a preschooler – spending months without their peers, they have been forced to look to other forms of play and other people to play with, meaning they’re missing out on some significant social experiences. As things begin to open up again, PPS discovers why imaginative and creative play is more important than ever.
“P
lay is a child’s work,” declares Gary Pope, co-founder and ceo of family marketing agency, Kids Industries. “What children have done is swap peers for parents and this is the first time in modern history – since WW2, in fact – that children have gone without a structured, formal day, whether in nursery or the early years unit, for such an extended period. And that means they’ve
not been socialising. And this is perhaps more important for preschoolers than any other group.” Gary continues: “Creative and imaginative play allows the children to be in the moment, to make sense of the world they are experiencing and to be whatever and wherever they can imagine. This is one of the most important ways our understanding of the world around us develops. Now more than ever we need to give our children creative and imaginative play opportunities.” RISE IN DEMAND This is good news for those suppliers which have a healthy roster of imaginative and creative play lines. Janod has launched over 200 new products this year, with Neil Montgomery, UK commercial director at Juratoys, telling PPS that imaginative play is key for children’s development and confidence. “The milestones children achieve are always at the forefront of the designer's mind when inventing new toys,” he says. “Over the last year we have seen a rise in the demand for imaginative and role-play products. Janod has a wonderful range of cookers, market
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