Bandai unveils ten minutes campaign

New research from the firm shows half of dads believe father and son bonding is becoming a thing of the past.
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53 per cent of fathers agree that face-to-face time between fathers and sons is at an all time low.

The research also showed fathers spend an average of 56 minutes a day with their son, with nearly a fifth (18 per cent) spending just fifteen minutes or less together.

Nearly half of fathers (49 per cent) said that playing with toys was a bonding activity they enjoyed with their son, with two thirds (66 per cent) agreeing it made them feel nostalgic for their childhood.

To help fathers and sons bond, Bandai has worked with educational psychologist Kairen Cullen to create ten tips.

This Easter, Bandai is encouraging dads to spend at least ten quality minutes a day with their children and asking dads to submit their own top tips onto its Facebook page (

Product manager for boys brands at Bandai UK, Andrew Welch, commented: "Dads across the UK are wishing they could spend more time with their sons and with long working hours this is becoming harder and harder.

"We hope that with the creation of our ten minutes campaign dads will take the time to play with their son and share a memorable and fun experience, especially over the upcoming bank holiday weekends and Easter period.”

Educational psychologist Kairen Cullen added: "Dads work harder than ever in today’s stressful world. Initiatives like Bandai's Ben '10 minutes' will not only help father and son relationships to grow but also support the adult and child’s development and wellbeing.”

The story was picked up immediately by the Mail Online, a link to the article can be seen by clicking here.


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