The Genius of Play Launches “Worldwide Headquarters of Play” PSA

The New Campaign Highlights Physical & Emotional Benefits of Play for Kids & Adults

March 27, 2020 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), “Worldwide Headquarters of Play.” As more families find themselves at home adjusting to living, learning, and working together amid the COVID-19 pandemic, this campaign is intended to serve as a reminder that play is more critical than ever to our physical and emotional well-being at any age.

“At The Genius of Play, our goal is to inspire families to use any extra time they may have to play together,” said Ken Seiter, executive vice president of marketing communications at The Toy Association, the group that spearheads The Genius of Play. “Research shows that play benefits the whole family, helping to reduce stress and strengthen bonds between kids and adults. We launched this PSA to illustrate how play can serve as a much-needed source of positive emotions, provide an outlet for creativity, and lead to happier and healthier lives for all.”

Bonds between kids and adults are strengthened through play, and intergenerational play has also proven to be beneficial for kids. Children with a higher level of grandparental involvement have shown to have fewer emotional or behavioral problems. A recent report by the American Academy of Pediatrics also states that “play supports the formation of the safe, stable, and nurturing relationships with all caregivers that children need to thrive.”

Created and produced by Coyne PR and Grey Sky Films, the “Worldwide Headquarters of Play” PSA campaign consists of three spots, ranging in length from :15 to :60 seconds. It features a unifying theme of play being beneficial at any age by showing a variety of families playing in different ways inside their homemade forts.

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