While Smartphones and tablets are useful tools for entertaining children in certain settings, traditional toys play a key role in nurturing childhood creativity. Mattel, the largest toymaker in the world, wanted to know moms’ opinions about toys, so the company reached out and asked: “Do you still place great value on traditional toys?” Despite this digital age in which we live, moms responded with a resounding “Yes!”

Very little about the way children play has changed over the years. Experts and the media debate whether screens will one day replace dolls, cars and action figures, but most moms don’t think so.

Digital devices and traditional toys don’t compete directly in most homes. Each category of entertainment is distinct from the other. For instance, time spent on a Smartphone or tablet doesn’t compete with time spent playing house; it competes with time spent in front of other screens, such as the TV or computer. That’s why 59 percent of moms told Mattel they think portable screens will one day replace other electronics, not traditional toys.

Dr. Michael Shore, vice president of Global Consumer Insights for Mattel, has some interesting points: “When you walk into a child’s room…you won’t see an app on the wall as an expression of who the child is or what he or she loves…For that, toys will continue to endure as ideal gifts for children. After all, you can’t wrap an app.”

Another difference moms see is in the style of play. Traditional toys are often involved during active playtime when children interact together while a tablet is used for quiet solo play, such as while sitting in a waiting room.

Finally and perhaps most importantly, moms see traditional toys as a catalyst for creativity. Stories laid out on a screen don’t encourage creativity while action figures and toy cars certainly do.

To encourage creativity at home:

Contact ListenLoveLearn for more on the link between traditional toys and creativity.

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