Australian Toy Association Addresses Childhood Obesity in Community Service TV Ad

15 September 2010

The Australian Toy Association (ATA) released a community service message screened over the summer in response to widespread concerns about childhood obesity and low levels of physical activity among kids. The commercial, designed to direct parents to purchase toys that promote active play, gives positive examples of the vital role that toys play in helping children’s physical and mental development.

“The commercial reinforces the message that play is children’s work and toys are their tools,” said the ATA. “We’re all well aware of the importance that children’s toys and games play” in keeping children active and helping them to learn new concepts.

The ATA recognizes that play stimulates kids’ imaginations, helps them to develop fine and gross motor skills, encourages them to socialize and share with their peers, improves problem-solving and mathematical skills, and also moves them away from television set and gaming consoles to healthier, more active pursuits.

To watch the video online, visit the “Value of Play” section of the ATA website and click on the “View the TVC” link. Also available in the “Value of Play” section are a number of free, downloadable resources, in the form of brochures and posters, that cover topics such as Babies and Play, Fun Ways to Spend 30 Minutes, Hobbies and Play and Active Play.

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