Every parent has seen it. That moment when a child loses themselves completely in play. No prompting, no screen, no battery pack. Just a child and their imagination going somewhere you cannot follow.
It happens less often than it should.
This Wednesday, 11th June, is International Day of Play. It is a global moment to stop and think about something that ought to be simple: giving children the space and the tools to just play.
At Tollers, it is close to our hearts. Real play, screen-free and imagination-led, is the reason this business exists. So we wanted to mark the day properly, with some honest thinking about why play matters so much in a child's early years, and what parents can do to protect it.
What Is International Day of Play?
International Day of Play is observed every year on 11th June. It was established to preserve, promote, and prioritise play as a fundamental part of childhood, particularly for children who are getting less of it than previous generations did.
Research commissioned by Lego found that three in five children play less than their parents did at the same age. That is a striking figure. For all the toys, apps, and entertainment available to children today, they are spending less time in the kind of free, open-ended play that actually builds them up.
The United Nations recognises the right to play as a core part of child development. International Day of Play exists to bring that right back into focus.
Why Is Play Important in Children's Development?
Play is not a reward for good behaviour or something to fill time between more serious activities. For children aged 0 to 5, play is the work. It is how they learn everything.
Here is what the research consistently shows.
Language and communication
When children play, they talk. They narrate, negotiate, question, and listen. Whether they are playing alone with a wooden train set or alongside another child with a doctor's kit, they are building vocabulary and practising the back-and-forth of real conversation. The National Literacy Trust notes that play is one of the most powerful environments for early language development, giving children space to hear and use new words in context.
Cognitive development
Play teaches children to think. Stacking blocks and watching them fall teaches cause and effect. Building a tower that does not collapse requires problem-solving. Sorting shapes, matching colours, and organising objects all build the foundations of logical thinking. These are not trivial skills. They are the building blocks of how children will learn for the rest of their lives.
Emotional growth
Playing lets children rehearse feelings in a safe space. A child playing with a doll is often working through something, a feeling they cannot name yet, a situation they are trying to understand. Play gives children tools to process the world around them and develop resilience and empathy over time.
Physical development
From the moment a baby reaches for a hanging mobile to the point a toddler is stacking, sorting, and carrying, physical play builds motor skills, coordination, and strength. The hands-on nature of play with physical objects, wooden toys especially, encourages the kind of fine motor development that later supports writing and drawing.
Social skills
Group play teaches children things that no instruction can. Taking turns, sharing, negotiating, and reading other children's responses: these are all learned through play. Children who have rich play experiences tend to find it easier to navigate social situations as they grow.
Creativity and imagination
Unstructured, open-ended play is where creativity lives. When a child picks up a wooden block and decides it is a car, a spaceship, or a piece of cake, they are not just playing. They are practising the skill of creative thinking. Toys that have one function and one outcome limit that. Toys that invite open-ended play stretch it.
The Quiet Problem With Modern Play
Children today have more toys than any generation before them. Many of those toys do the thinking for the child. They flash, beep, sing, and guide. They are entertaining but passive.
That is the problem.
When a toy does all the work, the child is an audience rather than a participant. Real development happens when children are the ones making decisions, solving problems, and using their imagination. Toys that get out of the way and let children lead are the ones that do the most good.
This is the thinking behind every product we stock at Tollers. No screens, no batteries. Every toy is chosen because it puts the child in charge and gives imagination somewhere to go.
How We Are Celebrating International Day of Play
On 11th June, we want to make it as easy as possible for families to invest in real play.
For one day only, all Tollers Rewards members will earn double loyalty points on every order. Whether you are buying for a baby just starting to explore the world or a child deep into imaginative, creative play, this is a chance to stock up on toys that will genuinely be used.
Not a member yet? You can join the Tollers Rewards programme for free at checkout.
Browse by age to find the right toy:
Free delivery on all orders over £40.
A Note From Us
I started Tollers because I went looking for toys I could feel good about, and could not find them easily enough. Not toys that would break in three weeks, or need four AA batteries, or light up in ways that had nothing to do with learning.
International Day of Play is a reminder of something that should not need reminding. Children are built to play. It is how they grow. Our job, as parents and as a business, is to make that as easy and as good as it can be.
Give them the space. Give them the right tools. Then get out of the way and watch what they do.
Frequently Asked Questions
What is the importance of play in children's development?
Play is one of the primary ways children develop during their early years. Through play, children build language skills, learn to think and problem-solve, develop physical coordination, and begin to understand their own emotions and those of others. It is not separate from learning. For young children, it is learning.
What are the benefits of play in children's development?
The benefits are wide-ranging and well documented. Play supports cognitive development, including memory, concentration, and problem-solving. It builds language and communication skills through the natural conversation that comes with play. It develops fine and gross motor skills through physical interaction with objects. It supports emotional wellbeing by giving children a safe space to process feelings. And it builds social skills through interaction with other children and adults.
Why is unstructured, imaginative play so important?
Unstructured play, where children lead and there is no set outcome, is where some of the deepest development happens. It builds creativity and confidence. It encourages decision-making. And it lets children explore ideas and emotions on their own terms. Toys that have open-ended uses, like wooden blocks, role-play sets, and building toys, are particularly good at supporting this kind of play.
Are children today playing less than previous generations?
Research suggests yes. A study by Lego found that three in five children play less than their parents did at the same age. Increased screen time, more structured activities, and less free outdoor time are all contributing factors. International Day of Play exists partly to reverse this trend and remind families of the importance of protecting time for real, unstructured play.
What kinds of toys are best for children's development?
Toys that are open-ended, screen-free, and battery-free tend to support development most effectively because they require children to actively engage rather than passively watch. Wooden toys, building sets, role-play kits, and sensory toys made from natural materials all encourage the kind of hands-on, imagination-led play that builds children up. The best toys get out of the way and let the child take the lead.
