The Genius of Play, the national movement to raise awareness of play’s vital role in child development, has launched the “Play Today” campaign in an effort to connect with families during challenging times.

The initiative — led by The Toy Association — includes an online hub full of resources developed to inspire families to create their own “Worldwide Headquarters of Play” at home.

“The Genius of Play’s mission is to help families make play an important part of their child’s day,” says Ken Seiter, executive vice president of marketing communications at The Toy Association. “As millions of families continue to lead their daily lives at home, Play Today shows parents and caregivers how play can help keep things fun and fresh, while bringing comfort and relieving anxiety during these stressful times.”

“Play is critical to our physical and emotional well-being at any age,” Seiter says. “With so many families suddenly spending all this time together and so much uncertainty leading to high levels of stress, there has never been a better time to play than today!”

In the weeks ahead, The Genius of Play will feature content from a variety of influencers and their families in addition to exclusive giveaways for families in the U.S.