In a bid to revive the magic of childhood play, Hasbro has joined forces with S Club’s Bradley McIntosh to highlight the importance of co-play through a nostalgic new collection of Transformers toys. The partnership aims to bridge the generational gap in playtime and reconnect parents with the joy of shared activities with their children.
Research commissioned by Hasbro reveals a surprising trend: many Brits, having put away their toys in childhood, only rediscover them decades later with their own children. The study shows that 18% of children as young as four years old put down their toys, only to pick them up again when they are around 30. The reasons for this decline in active play are linked to busy work schedules, household commitments, and general exhaustion, with over half of UK parents (51%) admitting that their work-life balance leaves little time for quality playtime with their children.
The research further reveals that 32% of parents are held back by household responsibilities, while 22% cite exhaustion as a major factor. In response to this concerning trend, Hasbro is championing the role of toys in fostering strong parent-child bonds and preserving cherished childhood memories.
Bradley McIntosh, known for his role in S Club, has partnered with Hasbro to launch the new Transformers: Rise of the Beasts range. McIntosh, who has fond memories of playing with Transformers as a child, emphasises the significance of shared play. “I love spending quality time with my family, especially when I get to play with my son Kairo. Engaging in shared play is incredibly important, as it fosters communication and helps create that unique bond. Transformers held a special place in my heart during my childhood, and I had the pleasure of sharing that experience with my cousin then. Now, being able to share it with Kairo is truly amazing,” McIntosh says.
The study indicates that the average age when children stop playing with their toys is nine years old, but the desire to return to these nostalgic moments remains strong. Nearly half of Millennials (47%) recall their fondest childhood memories involving toy play with siblings, and 46% of Brits wish they could retain their favourite toys to share with their children. Nearly 42% of parents would feel a surge of emotion if handed their favourite childhood toy today, with 56% saying it would evoke nostalgia.
The research underscores the importance of play in stimulating creativity, curiosity, and self-expression, with 73% of parents agreeing that these benefits are crucial not just for their children but for themselves as well.
To bring these findings to life, Hasbro has produced a heartwarming video featuring McIntosh and his son Kairo. The content illustrates the joy and bonding that can be achieved through co-play, encouraging parents to revisit their favourite toys and share these experiences with the next generation.
For those eager to relive their childhood memories, the new Transformers: Rise of the Beasts range is now available at Smyths Toys and The Entertainer. Parents are encouraged to embrace this opportunity to connect with their children and enjoy the timeless magic of play.
For more information, visit:
- Smyths Toys: Transformers Range
- The Entertainer: Transformers Range
