In an era dominated by screens and structured routines, Toys R Us South Africa is reigniting the importance of unstructured play with its new campaign, ‘The Superpower of Play’.
The initiative highlights how play, far from being mere entertainment, is crucial for emotional resilience, cognitive growth and family bonding.
Backed by child development experts, the campaign urges families to embrace play as a daily necessity. Educational psychologist Sable Leicher emphasises, ‘Play is not a luxury, it’s a biological necessity. Neuroscience shows unstructured play boosts decision-making, empathy, and self-regulation.’
With studies revealing children aged 5–13 spend over 4.5 hours daily on devices, linked to rising anxiety and sleep issues, Toys R Us is countering with a bold solution: Play Day on 26 July, a nationwide call to unplug and engage in imaginative, screen-free activities.
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Why play matters more than ever
Paediatric occupational therapist Cayleigh Rice explains, ‘Play helps kids connect to their bodies, creativity, and communities. Even 15 minutes of engaged play improves mood and coordination.’
To bring this to life, Toys R Us stores will host interactive events in Fourways Mall (Johannesburg), Gateway (Durban), and Canal Walk (Cape Town), featuring LEGO challenges, XSHOT demos and Crayola art stations.
Catherine Jacoby, Marketing Manager at Toys R Us SA, says the campaign aligns with their mission to be ‘the leading authority in toys and play.’
The campaign extends online with a YouTube series hosted by parenting influencer Afro Daddy (@afrodaddyct), offering expert-backed play ideas.
Meanwhile, the nostalgic Toy Rush competition lets one child win a R10 000 monthly toy spree until December, rekindling the excitement of the original Reggies Toy Rush.
Adding to the festivities, the BirthYAY season (19 June–3 August) rewards shoppers with R250 000 in vouchers.
As screens dominate childhood, Toys R Us is challenging South African families to rediscover play’s transformative power.
Whether through building forts, role-playing, or creative arts, each playful moment fosters growth and joy.
‘Put down the screens, pick up the blocks,’ the campaign urges. Because in the end, play isn’t just fun, it’s every child’s superpower.
Join the movement. Pledge to play. Unleash the power.
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Picture: Supplied
