The show, Professor Regan’s Nursery, which aired on April 30th 2009 saw the medical expert investigate the world of children's products and challenge toy manufacturers to compete for the title.
Duplo bricks were pitched against toys such as the The VTech Push and Ride Alphabet Train, LeapFrog’s Tag Reading System and the Early Learning Centre’s Staking Cups.
The programme’s experts advised that educational toys should encourage open-ended play, stimulate the imagination, be suitable for the age range and encourage interactive play with other children and adults.
The winning Duplo bricks are this year celebrating 40 years in the UK with over 12 billion of the iconic bricks produced since launch and are based on the Lego building system.
The bricks are designed to encourage nursery age children to use their imagination to explore their own creative universe.
Lego asked Dr Nicola Pitchford, lecturer of Developmental Psychology at Nottingham University to sum up the benefits of play:
“Play is extremely beneficial in helping children come to understand the world around them, both in a physical and social sense.
“Through playful activities such as constructing objects with Duplo bricks, children experience a vast range of phenomena that are important for developing an understanding of physical relations such as how shapes fit together, the type of support needed for constructions of a certain height and width, the strength and density of different materials.
“In addition, play helps children to understand the social world in which they live, especially when they engage in sociodramatic play with adults or more able peers, as this provides an opportunity for children to enact, play out, and ultimately learn about real-world situations.”