Sector Specific Insights: What the Report Means for You

Whether you’re a toy company, app developer, content creator or education supplier, the report opens important doors – and raises new expectations.

Here’s how different sectors can respond:

Toy Manufacturers

Key Takeaways

• Play is recognised as a public health, educational and rights-based priority.
• The emphasis is on freely chosen, open-ended and imaginative play, not just adult led activities.
• Parents and children are calling for more creative, social and physical play opportunities.

Implications

• Products that encourage active, social or imaginative play strongly align with emerging policy.
• Increased demand for gender-neutral and inclusive design.
• Greater need to show developmental value – especially for mental and physical health.

Quick Wins

• Highlight how toys support unstructured, physical and creative play in marketing.
• Partner with schools or councils using new play funding.
• Explore co-design with children to reflect child-centred values.

Children’s App & Game Developers

Key Takeaways

• Digital play is valid, but there are concerns around screen time, addiction and displacing real-world play.
• The report calls for regulation of digital design and clearer wellbeing standards.

Implications

• Developers must prioritise child wellbeing and ethical design.
• Regulatory changes may restrict manipulative features and incentivise balanced use.

Quick Wins

• Add play timers, movement breaks, or prompts for offline activities.
• Partner with charities or public bodies to show positive social impact.
• Consider third party validation (e.g. Good Play Guide accreditation) to build trust with parents and educators.

Children’s TV & Media Creators

Key Takeaways

• Children still want real-world play, and parents want practical play ideas.
• Stories that model imaginative or social play are positively viewed.

Implications

• Showing characters engaged in creative or outdoor play meets parental needs and supports behaviour modelling.
• Mixed-media content can help bridge the on/off-screen gap and support balanced play.

Quick Wins

• Integrate moments of copyable, off-screen play in scripts.
• Develop companion materials (e.g., printable games or play prompts).
• Ensure content reflects inclusive and neurodiverse representation.

Educational Product Suppliers

Key Takeaways

• The report highlights a need for more play-based learning, especially to meet the government’s 75% school readiness target by 2028.
• Teachers report low confidence in using play as a learning tool.

Implications

• Products that blend learning with physical, emotional, and social development will be in demand.
• Schools and afterschool providers will need training, tools and support to build confidence.

Quick Wins

• Offer CPD training or teacher guides for play-based learning.
• Frame products around school readiness and whole-child development.
• Target wraparound care providers seeking to enhance their play provision.