United Kingdom

The Make Time 2 Play campaign was established in 2010 to highlight the importance of play in children’s lives. The campaign highlights the value that play has for children and why it is essential for child development.

There are two primary audiences for the campaign: government and policymakers in the UK, and parents or carers of children.

Make Time 2 Play has a range of resources to inspire parents, carers, and teachers to prioritise playtime, while highlighting how toys are more than just fun. This is done by offering hundreds of free play ideas to help incorporate more play into children’s busy schedules.

Over the years, the BTHA has commissioned play research to build a strong evidence base on the importance of play. We have also partnered with UK charities to develop a series of toy and play leaflets for children with different needs. We vary our activities year to year and most recently in 2025, we supported the Play Commission’s research and its launch in UK Parliament on the International Day of Play.

The BTHA uses the Make Time 2 Play campaign and evidence to showcase to government the importance of play, with toys being the tools of play - which is often key to BTHA messaging when responding to regulatory changes on the toy industry.

All the resources can be found across our platforms.

Website: https://www.maketime2play.co.uk/
App: Make Time 2 Play - on the App Store and Google Play.
Facebook: Make Time To Play
Instagram: @maketimetoplay