Data Oruwari | LOST ART OF PLAY
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- Brand Essence Video -

Play is becoming a dinosaur in the lives of children in 21st century America. Between school, homework, organized youth sports, music and dance lessons, and other structured activities, children are just too busy to play these days.

Children have also lost the ‘ability’ to play. With increasing frequency, children’s play now involves sitting in front of a video-game console, television, or computer, which isn’t play at all!

What play should be is not a planned task, but a spontaneous moment of freedom, imagination and wonder. A place where one gets lost to find themselves. And the people who need play to find their place in the world are children.

Who better to preserve this lost art of play than Toys R Us?