The Genius of Play: How to Address Parents’ Perceived Barriers to Play

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Presented On:

October 22, 2015


This hour-long webinar highlights key findings from the 2015 Genius of Play research on parents’ perceptions of and barriers to play. It will focus on what is needed to inspire parents to be great playmates and share insights into how toy companies can best connect with families.

Who Should Attend:

All TIA members and non-member toy companies; specifically recommended for executives and staff responsible for development, sales, marketing, and research.

What You Will Learn:

Although we know that parent co-play is something that kids crave, many adults find engaging in child’s play to be difficult. Based on findings from this national survey of over 500 parents with children 2-10 years old, this webinar will focus on parents’ perceptions of play, including the benefits of play; where, how frequently and with whom families engage in play; what play-related challenges they encounter; and how gender influences families’ play experiences. The session will explore what those insights mean for companies who create and market playthings and provide expert recommendations for positive, practical messages for engaging parents and families in toy purchases and play experiences.


Ken Seiter, VP Marketing Communications, Toy Industry Association


Dr. J. Alison Bryant, CEO & Chief Play Officer, PlayScience
As the founder and principal of PlayScience, Alison oversees insights efforts and leads innovation around branding, content creation and development for major global companies. Under her leadership, PlayScience has partnered with dozens of marquee family brands, including Sesame Street, Disney, Girl Scouts, and many others. Prior to PlayScience, Alison was Senior Research Director at Nickelodeon/MTV Networks where she led efforts to understand the digital lives of consumers. She also served as an Assistant Professor at Indiana University. She received her Ph.D. from the Annenberg School of Communication at University of Southern California.