Chad Valley is launching a #100DaysofPlay social media campaign following research that has found parents use social media as their most trusted source of inspiration for what to do with their kids.
According to Chad Valley’s new study into 'Parent 2.0', 45 per cent of parents said social media is the most useful source of inspiration when looking for ways to entertain their children.
In response, the #100daysofplay campaign encourages parents to share ideas for playtime on Facebook and Twitter to give fellow mums and dads inspiration during the summer.
“Experts say that 15 minutes of play a day can encourage healthy childhood development, so it’s not surprising that 82 per cent of parents feel playtime is important in helping to grow their child’s imagination," said Rob Quartermain, head of play at Chad Valley.
"Parents also told us that they frequently use photos, tips and suggestions shared by other parents online as a source of inspiration when stumped for ideas of what to do with the kids.
“We’re calling out to mums and dads nationwide to share their ideas using #100daysofplay and celebrate playtime, it’s for families by families. We just want to get the plastic play ball rolling.”
The study also found that children see dad as the playtime favourite (27 per cent), with mum second (24 per cent), brothers and sisters third (21 per cent) and grandma in fourth (10 per cent).
Elsewhere, 45 per cent of UK parents asked said they regularly ditch a drink with friends in order to play with the kids at home, whilst one third claim to have taken up a family hobby so the family can spend more time together.
Parenting expert and author Tanith Carey said: “Today’s modern mums and dads are thinking of more inventive ways to juggle their commitments to make sure they have enough time to spend with the kids.
“According to Chad Valley’s research, 30 per cent of UK parents have asked their employer for greater flexibility at work in order to get a better worw/life balance. The launch of #100daysofplay is a fantastic way for busy mums and dads to get inspired about new ways to play.”
Catherine Howell, collections manager at V&A Museum of Childhood, added: “In the modern world, demands on parents are constantly changing, particularly when it comes to keeping children entertained.
"While many families still enjoy playing with the more traditional toys and games of previous generations, today’s parents can share play ideas much more readily to inspire each other and their children.”