Contact: Lauren Lorenzo
Coyne Public Relations


The Genius of Play™ Launches “Prescription for Play” PSA

The New Campaign Reminds Parents about Negative Effects of Overscheduling and Play Deprivation

New York, NY | April 2, 2019 – The Genius of Play, a nonprofit initiative dedicated to raising awareness of play's vital role in child development, today launched its new public service announcement (PSA) titled “Prescription for Play.” The campaign is aimed at reminding parents that play is critical to raising healthy and happy children. The PSA will serve as a supporting element to The Genius of Play’s first-ever month-long celebration of play, “Play All May,” taking place May 1 to 31.

“At The Genius of Play, our goal is to inspire parents and caregivers to make time for play, the lack of which could negatively impact children’s overall well-being. Research shows that play is crucial during a child’s formative years and provides a solid foundation for future success in school, career, and life,” said Ken Seiter, executive vice president of marketing communications at The Toy Association, the group that spearheads The Genius of Play. “We created this PSA to illustrate how the life of a busy family can sometimes get in the way of making play a priority for children.”

Despite its many benefits, the actual time children spend playing continues to decrease due to overly packed schedules, increased focus on academics, concerns about the safety of outdoor play, and competition from screens. To help keep play in children’s lives, the American Academy of Pediatrics now encourages doctors to write kids “prescriptions for play” and recommends play for children to buffer toxic stress, build parental relationships, and improve executive functioning.

Created and produced by Makeout in New York, the “Prescription for Play” PSA campaign consists of three spots, ranging in length from :15 to :60 seconds. It features a unifying theme of playless days for an overscheduled child. The young boy, Luke, is being driven from one activity to the next, while wishing for a break from the routine to play and have fun. He ultimately gets the opportunity he has dreamed of when his pediatrician writes him a prescription for play.

The :60 second PSA can be viewed here.

For more information about The Genius of Play and to learn more about the benefits of play, visit

About The Genius of Play
The Genius of Play is a national movement to raise awareness of play’s vital role in child development, spearheaded by The Toy Association. Deeply rooted in research and facts, The Genius of Play is a leading resource on the physical, cognitive, social, and emotional benefits of play that serve children throughout their lives. The Genius of Play enables today’s busy parents and caretakers to use the power of play to help raise a happier, healthier, and more productive next generation. Visit for easily accessible play ideas and tips, expert advice, and other play resources. It’s More Than Play!