Media Release:

Taking the power and magic of play directly to the (little) people

Do we fully understand the power and importance of play in the lives and development of our children? As stated by the American Academy of Paediatrics, play-based learning is essential to development as it contributes to the cognitive, physical, social and emotional wellbeing of children and youth¹. From the ages of 0 - 5 years, education for children is wholly through play. Play is to children what a university degree is for an aspiring academic, or an apprenticeship for an up and coming tradesperson. It's very serious business for little people - it has the power to shape their entire future.

So important is the role of play in our children's development that the United Nations has identified play as a specific right of every child. Research around the globe consistently finds close relationships between various types of play and literacy development². Do we really know how best to 'play' with our children? Getting the most out of their playtime requires skills from mum and dad.

Recognising all of this, the world's most trusted name in toys has decided to take play directly to the people! It's time to jump aboard the Fisher-Price® PlayTrain and reconnect with your children, and the power and importance of play. Nearly 6000 parents and children rode the Fisher-Price® PlayTrain when it toured NSW in June this year, proving that for young Einsteins, play = FP²!

The Fisher-Price® PlayTrain is a life-size play centre with carriages divided according to early childhood ages and stages from 0 - 5 years. Fisher-Price® means more than toys and the PlayTrain is no exception. Staffed by qualified Early Childhood experts, a trip to the Fisher-Price® PlayTrain is also an opportunity for parents to seek out first hand general advice and play tips.

How am I best to encourage language development in my child? How can I encourage independent thoughts and early problem solving? How can my kids start to learn and understand about the world, and their place within it? How do I teach my children to share and take turns? What about good nutrition - what's best for my babies? How am I best to start potty training? These are just some of the questions which can be answered by a trip to the Fisher-Price® PlayTrain, by independent qualified childcare professionals. What's more, kids can engage, play and learn with the latest and greatest Fisher-Price® toys, including new 2008 lines and trusted favourites, win prizes and have family photos taken!

Fisher-Price® is our global great grandparent. She has been instrumental on so many levels in each of our lives, and her presence today only continues to grow and delight. She holds mum and dad's hand every step of the way, from a complete online parenting resource at www.fisherprice.com.au, through to a product development process which ensures any product bearing the famous red and white logo is so much more than a 'toy'. Now, we get to experience the power and magic of play firsthand with the Fisher-Price® PlayTrain. This is the latest initiative designed to engage, educate and empower both parents and children.

FISHER-PRICE® PLAYTRAIN TOUR DATES:

Visit www.playtrain.com.au for further details.

Fisher-Price® started in 1930, founded on one premise - to create toys that fascinate and stimulate a child's imagination; developmental aids dedicated to teaching your children required skills and knowledge through each age and stage from 0 - 5 years. So much more than a toy company, Fisher-Price® aims to hold mum and dad's hand every step of the way.

Visit www.fisherprice.com.au and for further information.

¹ Kenneth Ginsburg, et al: The Importance of Play in Promoting Healthy Child Development and Maintaining Strong Parent-Child Bonds, American Academy of Paediatrics, 2006.

² Let the Children Play: Nature's Answer to Early Learning, by Early Childhood Learning Knowledge Centre Canada, University of Montreal, Canada, November 8, 2006

Mum Zone Release Date: 4th June 2008

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