Ahead of International Day of Play on 11 June, Mattel, Inc. has confirmed its Barbie® brand has partnered with Olympic Champion Dame Jessica Ennis-Hill, appointing her as its first UK Barbie® Play Ambassador.

Highlighting how making time for play is just as important as hobbies, the role will see sportswoman and heptathlon champion Dame Jessica support children’s access to play this summer, as the Barbie®  brand donates 1,000 Barbie® dolls and playsets to the charity In Kind Direct, which will distribute them across its charitable network of schools, hospitals and community centres across the UK.

As part of the new initiative, mum of two Dame Jessica visited Appletree Childcare in her local community in Sheffield, where the preschool’s students were the first children to receive a gift box of 100 Barbie® dolls and playsets.

“In elite sport, we learn how important training and dedicating time to our craft is – and since becoming a parent, I encourage my children to spend just as much time playing as they do pursuing other hobbies like sports and music,” says Dame Jessica. “Play is an essential part of their development and gives them the freedom to dream big, just like I have always done.”

The Barbie® brand has long championed the benefits of doll play and teamed up with Cardiff University for a multi-year study.

 

 

Findings showed that playing with dolls may activate parts of children’s brains that are associated with building social processing skills like empathy. The research originated as 91% of parents rank empathy as a social skill they would like their child to develop, but only 26% were aware that doll play could help their child develop skills.

To further support parents in understanding the role of doll play, the Barbie® brand has consulted leading child development expert Dr Jacqueline Harding, author of ‘The Brain that Loves to Play,’ who recommends a daily minimum of 15 minutes of imaginative doll play, which can have a potential positive impact on a child’s language acquisition, social and emotional growth and brain development.

As children’s brains are inherently designed to be playful, engaging in imaginative play can foster creativity, problem-solving skills and social understanding, meaning that even as little as 15 minutes of quality doll play can have a significant impact on a child’s development.

Commenting on the research is Dr Jaqueline Harding

“Doll play is an often overlooked yet powerful tool for supporting language acquisition and social-emotional developmental in children. Our brains are naturally wired to learn through play and research from Cardiff University, along with my own findings, shows that play is not just enjoyable, it is essential. Even just 15 minutes of imaginative play can positively influence a child’s cognitive and emotional growth.”

In addition to donating toys, the Barbie® brand is also supporting the British Toy & Hobby Association (BTHA) in its ‘Make Time 2 Play’ mission through resources on its website, giving parents doll play ideas through its dedicated Make Time 2 Play app, and donating 150 dolls to the BTHA and Play Commission’s parliamentary event.