Antsy Pants Launches at Target

AntsyPants social

Beach House Group ventures into the toy category for the first time with the launch of its debut kid’s brand, Antsy Pants. This line of constructible Build and Play kits are available exclusively at Target. The Antsy Pants line features Snap and Click connectors and poles, a variety of fabric covers, play balls, an obstacle course, a play liner, and a storage unit.

Through the availability at Target, Antsy Pants will also support KaBOOM!, a national non-profit dedicated to ensuring that all kids participate in active play. The company will donate to KaBOOM! for each product purchased, and is projected to give more than $150,000 in the first year to build playgrounds for kids across America.

Kids are given the independence to build each kit on their own to design their own playtime with Antsy Pants. Each Build and Play Kit comes in three sizes, with fabric covers including The Lemonade Stand, Farmers’ Market, and Pirate Ship, along with DIY (do it yourself) covers that kids can create themselves.

Additional styles will launch this summer.

National Brands Come to Play at Berkshire Museum

Berkshire Museum will add national brands to its Ten Days of Play experience.

During the event, museum spaces will offer an array of modular building toys, including a LEGO station courtesy of Pley, an architectural building set from Bilderhoos, Tegu magnetic blocks, and big blue blocks from KaBOOM’s Imagination Playground. [Read more...]

Mattel and KaBOOM! Raise Awareness of the Importance of Active Play

mattel_logo_fullMattel has partnered with KaBOOM!, a national non-profit organization, to build understanding of the critical need for active play in the lives of all children. To launch this partnership, Mattel and the Mattel Children’s Foundation have provided $500,000 in financial support to create and promote a major study with kids about how they engage in play.

The goal of the partnership is to foster support around the cause of play, and ultimately, a world where kids have the time and engaging opportunities to play actively every day.

The partnership has produced a two-minute video, “I Believe in Play,” and a synthesis of play-related research titled Play Matters: Giving Kids the Childhood They Deserve. Both are available at In the coming weeks and months, these products and others will be shared with parents, educators, play advocates, and additional stakeholders through a multi-channel communications and marketing campaign.