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Exploring the Power of Shared Play: Kinder and UEL's New Findings

As families prepare for the school holidays worldwide, Kinder has partnered with the University of East London (UEL) to unveil significant findings on how shared play can strengthen emotional bonds within families. This research is part of Kinder's global initiative known as the Value of Play, uncovering the multifaceted advantages of shared play experiences.

The research, conducted by the Institute for the Science of Early Years, involved a pioneering method using wearable technology to observe emotional and physical interactions during family play sessions. This unique approach provided real-time data that reveals how shared play can ignite joy, foster language skills, reduce stress levels, and enhance overall emotional wellbeing.

The Impact of Solitary vs. Shared Play

In the initial findings, Sam Wass, Director at the Institute, pointed out an intriguing observation: many families often occupy the same physical space yet remain mentally disconnected. One child might be absorbed in a video game, another drawing, and yet another playing with a toy. This solitary play, while beneficial in building independence and creativity, often isolates family members emotionally.

The study articulates a compelling contrast—a unifying power lies in shared play. As families engage together in activities, deeper emotional bonds are formed. The researchers observed that shared play leads to synchronized speech patterns and movements among family members, an indicator of collective emotional connection. Shockingly, this collaboration seems to extend to the mood and stress regulation of family members, emphasizing the vital role of play in nurturing familial ties.

Wass expressed excitement about these initial insights, noting the importance of continued exploration in understanding the profound implications of joint play on long-term emotional stability and stress management in children.

Future Research and Value of Play Initiative

With the groundwork laid by these preliminary studies, further analysis by the panel of experts is eagerly anticipated. This ongoing endeavor will investigate how interactive play shapes children's emotional wellbeing and strengthens familial interconnection.

To bolster this initiative, Kinder has assembled a formidable panel of academic and clinical experts to further delve into the impact of play on early childhood development. This group includes:

• - Sam Wass: Director of ISEY, University of East London
• - Dr. Elizabeth Kilbey: Consultant in Clinical Psychology
• - Victoria Murphy: Professor of Applied Linguistics, University of Oxford
• - Lynn Ang: Professor of Early Childhood Education, University College London

According to Emiliano Laricchiuta, Global President of Kinder at Ferrero Group, this initiative aims to foster a culture that values play. The findings will not only enrich the understanding of play's role in childhood development but also guide Kinder's product design, ensuring that their toys and play experiences are both scientifically informed and engaging for families.

Upcoming Research and Insights

As part of this valuable initiative, Kinder's panel plans to introduce findings later in 2025 and into 2026, including:
1. The Power of Play Study: A systematic review exploring how different types of play contribute to early learning and emotional growth.
2. Digital Technology and Young Children: Understanding how AI and digital tools can aid children's learning experiences through playful interactions.

Additionally, collaborations are in progress with partners like Gameloft and the Department of Education at the University of Oxford, focusing on how technology can creatively support children’s literacy and creativity via platforms like Kinder's Applaydu.

In essence, this exploratory study illuminates how play is not merely idle time; it is an integral component of family life that fosters emotional growth, connection, and joy. For parents and families, the insights derived from this research will be invaluable, showing that engaging in play together can profoundly influence their children’s emotional wellbeing and social development. As the research unfolds, it is likely that Kinder will continue to emphasize the importance of shared play in shaping happy, connected families.