Over 20,000 children celebrate BABY born’s 30th birthday with iChild

Leading nurturing doll brand BABY born teamed up with educational resource provider iChild to bring BABY born into nurseries and schools across the UK this autumn, to celebrate the brand’s 30th birthday.

It marks the third partnership between iChild and BABY born, known for their ever-popular range of dolls and accessories that harness children’s imagination through creative play. 500 participating nurseries and schools were sent a BABY born Magic Doll, a birthday banner and an activity pack, created in partnership with iChild. A further 1300 childcare providers opted to view and download the resource pack, meaning over 20,000 children have helped BABY born to celebrate its birthday milestone this year, developing their own key skills through play with the doll. Out of the 500 nurseries, preschools, reception classes and SEN departments involved, 100 per cent agreed that BABY born supports imaginative play.

The activity pack focused on planning and preparing for a party, getting dressed for a party, party games, party friendships, and saying thank you. Each activity was designed to help children develop key skills through play. Early years specialists used the doll and accompanying resource pack to discuss a range of topics with children in their care, including birthdays, growing up, celebrations in different cultures, as well as daily routines, care skills, empathy, and the arrival of new siblings.

Children in the 500 nurseries spent 75 minutes a day playing with the doll and on average. 99.2 per cent of respondents said they would recommend a BABY born Magic Doll to other teaching and childcare professionals. 98.4 per cent said they would recommend to parents to extend role play at home.

It was noted that BABY born is especially useful for encouraging imaginative play. 100% of respondents believed this to be the case, and one explained: “So many scenarios were acted out. From ironing her clothes, to bathing her and making her feel better when she was sick. A marvellous resource.”

Meanwhile, almost 90 per cent of adults caring for children with Special Educational Needs said that they believe BABY born to be a useful or very useful means to support their education. From developing fine motor skills, to boosting language and communication skills, developing empathy and helping children to calm down, the doll was found to be beneficial in a wide range of different ways.

One educator said: “We have a child who has no speech, but it was quite magical to watch him rock the baby and put it to bed.”

BABY born Magic Doll has been awarded iChild Recommends status for the next 12 months. The full range of activities from the BABY born Activity Pack is hosted on www.ichild.co.uk and available for all members, including educators and parents, to download and use at home and in the class room.

BABY born products are available from www.baby-born.co.uk and all good toy stores, including Smyths Toys and The Entertainer.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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