The Genius of Play Reaches 4.6+ Million Canadian Families

genisu-of-play-canadaOctober 26, 2020 | The Genius of Play, The Toy Association’s initiative to raise awareness about play’s critical role in child development, expanded into Canada with a media tour and influencer campaign that has reached an audience of more than 4.6 million since late July.

Stopping off virtually in Calgary,Halifax, Hamilton, Saskatoon, and Toronto, Canadian TV personality and parenting expert Patty Sullivan helped kick things off with a media tour that promoted the six benefits of play and the resources for play and learning available through The Genius of Play website. During these appearances, which reached more than 3.8 million viewers, Sullivan emphasized how The Genius of Play’s work is grounded in trusted research through its relationships with child development, educational, and play experts.

The Genius of Play’s partnerships with leading Canadian parenting and play influencers, including @denupzter, @rasinghowells, @imsamanthagomez, @sheridaningalls, @monika.boch, @bluebirdkisses, and others, drew in additional new audiences through social media. Resulting in nearly 780,000 impressions across Instagram, influencers shared their favorite play ideas inspired by The Genius of Play through stories and posts that encouraged their followers to learn more at

“Working in partnership with the Canadian Toy Association to expand The Genius of Play program has proven that the power of play has no borders and Canadian families are already taking full advantage of our library of hundreds of play ideas and research,” said Ken Seiter, executive vice president of marketing communications at The Toy Association. “Throughout the month of August alone, we saw a 60 percent increase in the number of Canadian visitors to our website. We encourage our member companies to also use this as an opportunity to utilize The Genius of Play’s research and assets to promote their playthings through new territories in the future!”

The Toy Association’s Genius of Play initiative is a leading resource on the physical, cognitive, social, and emotional benefits of play that serve children throughout their lives aimed at parents, teachers, and the public. The Genius of Play’s website offers expert advice from play and child experts ranging from child psychologists to community play activists, play ideas, and resources for teachers. Follow The Genius of Play on Facebook, Instagram, and Twitter.