America Votes for TOTY

The genius of play

The Genius of Play

Raising smarter, healthier, happier kids... that's the genius of play!

The Genius of Play™ initiative educates parents and caregivers about the many proven benefits of play … and supports families with countless resources to make play an important part of every day!

Play isn’t just fun and games – it is how kids learn to interact with others and reach critical developmental milestones . Research shows that toys and games of all kinds help develop and improve children’s cognitive, social, emotional, physical, creative, and communicative skills. Play also helps reduce stress, strengthens familial bonds, and supports physical and emotional well-being at any age! website is chock-full of play resources for families featuring videos, play tips, fun facts, and expert advice.

Follow us on social media to learn why It’s More Than Play!


The Genius of Play is brought to you by The Toy Association, the not-for-profit group that represents more than 800 businesses involved in creating, producing, and delivering toys and games for kids of all ages.