Hasbro and Play-Doh have released a new consumer study that investigates the impact of imagination.
Through a team of experts, as well as conversations with 9,000 parents and children, the study Imagination is a Superpower reveals the value of imagination in society, what barriers inhibit imagination, and discusses why imagination should be both practiced and valued.
According to the study, imagination has various benefits as “90% of parents associate imagination with mood-boosting benefits including happiness, mental well-being and the development of future-ready skills like independent thinking.” In addition, 67% of parents believe that dream (the ability to imagine different possibilities) is the top benefit of imagination, while 58% believe that solve (the development of independent thinking and problem-solving skills) remains the top benefit.
Imagination is a Superpower recognizes the barriers to imagination, as there are several factors that can inhibit it. According to the study, “48% of teens say stress is the highest contemporary life barrier and the number one reason for loss of imagination when compared to judgement, distractions, fear and time.” Furthermore, “Two-thirds of parents feel it is not a skill that modern society values or prioritized by education.”
The study also revealed how to build imagination, as it states that “75% of parents are concerned that children “grow out” of their imagination too quickly.” Teens who participated in the study agreed that as they age, imagination decreases. To combat the loss of imagination and help it thrive, the study mentions that children need continuous access to different imagination challenges and experiences. Open-ended playful experiences, time, and encouragement can help build imagination.
As a product and brand that provides room for creativity and imagination, Play-Doh supports and understands the value of imagination. The study states that “79% of kids ages 6-12 associate Play-Doh with ‘not being worried about getting it wrong,’” which allows the imagination to flow more freely.
In conclusion, the study states that “Imagination is associated with lifelong benefits but is a muscle we need to encourage our kids to build and practice for life. The importance and value of imagination are understood by most parents, kids, and teens, but their ability to build imaginative skills is affected by societal attitudes, parental encouragement, and fear of judgment or failure. The Play-Doh Brand is a hands-on resource that helps kids develop the skills and confidence to harness their imagination. Imagination does not need creativity to exist, but creativity needs imagination.”
As a result of the study, Play-Doh’s Imagination Coach Emma Worrollo developed an activity to inspire imagination. The “Canned Creatures” activity will aid family members in igniting imagination. The activity is outlined in five steps and allows the participants to engage in imaginative skills like world-building, storytelling, scale and perspective, and character development. It also helps children and parents understand, discuss, and employ empathy through creativity.
Essentially, children are invited to empty a Play-Doh can, create a creature that fits inside, and give it a name. Once inside the can, the child will put the lid on and wish the creature a “snooze time.” Parents are encouraged to take the canned creature with them as they travel inside or outside the house and ask their kid to look at the world through the creature’s eyes.
Kids can take the creature out of the can and position it in different scenarios, then take a photo. The child will realize how the scale changes the world, as a twig becomes an entire tree and a pile of dirt becomes a mountain. Later, parents can look at the photos with the child and develop a storyline for the creature, all from their imagination.
