According to a new study of 3,000 parents by the National Literacy Trust and KPMG Half of parents with children under six do not play with them every day. This is a drop from nearly three quarters in 2019. The charity Play England defines ‘play ‘as activities children choose for themselves for enjoyment, such as drawing, pretend play, games, and singing. For children, play is essential for development. It supports language, problem solving, and social skills.

Experts suggest that increased screen time and longer childcare hours may be contributing to less play at home. In the survey, 11%  of parents said they only played with their young children once or twice a week. While play is important for language, literacy, and social development. 

Research shows that screen time is rising. For example, two-year-olds in England spend around two hours a day on screens, which is double the limit recommended by the World Health Organization. Also highlighting the idea of “technoference,” When technoference happens in families, it usually means a parent’s (or sometimes a child’s) device interrupts connection, attention, or bonding.  

From the new Pinterest Predicts 2026 report, it is clear that parents are still actively looking for ways to engage with their children through play. Home is evolving into a space that is not just functional, but also a playground, a classroom and a creativity lab at once. Parents are increasingly searching for ways to combine fun with learning, from life skills activities to physical play that keeps kids moving and away from screens. 

However, for adults, play is just as important because it helps maintain mental health, creativity, and emotional balance. The Harvard Center on the Developing Child explains that play builds flexible thinking and problem-solving skills. These are important not just in childhood but also in adult life, especially in work environments that are complex. 

Ways to bring more play into everyday life

1. Make time for play every day

Set aside time for play, even in small amounts. This could be 10 to 20 minutes of something enjoyable with no goal. This could also mean hobbies, sports, or creative activities done just for fun without a specific outcome. Play creates positive emotional moments, which helps brands build stronger relationships with their audiences. When people play together, they remember the experience, and this builds loyalty and trust.

2. Balance screen time with active experiences

Too much screen time can reduce opportunities for real interaction and play. This can include physical products, outdoor activities, or digital experiences that require interaction, creativity, or social connection instead of endless scrolling. Brands can also design technology that supports mindful use, helping people take breaks and engage in real-world play.

3. Use play to build connections

Play is a powerful way to connect with others. In a world fixated on productivity, play has often been pushed aside in favor of more serious, results-driven activities. However, play plays an important role in fostering connection both with ourselves and with the people around us.

Shared activities like games, sports, or creative projects can strengthen relationships. Because of this, brands can also use play as a way to bring people together.

Recently, there has been a surge among millennials and Gen Z in interest in board games and chess-centered events. From playing board games to attending social gaming experiences, this trend highlights a growing desire for connection through play—and brands are taking note. Think of Henderscheme’s Jenga set as an example.

So, how can you invite more play into everyday moments?