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About the Value of Play
The Australian Toy Association (ATA) has created the Value of Play (VOP) initiative to assist parents, grandparents, and caregivers in fostering play for their children.
Play offers numerous benefits, including physical, cognitive, emotional, social, language, behavioural, and cultural development. Play is essential during childhood. As parents and educators, it is our job to nurture and encourage play for all children.
Toys are an important part of play. They serve as tools to support children's imaginative play,
role-playing and social skills development.
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The ATA has partnered with Just Fe Kidding magazine, a trusted publication for both children and educators throughout Australia. Just Kidding is a valued partner and advocate of the Value of Play, aligning with the ATA's values by offering content-rich magazines that support daily education for children and teachers.
What Kids Say
What's the true value of play? We went straight to the experts - kids themselves!
"Play helps me make friends."
Mackenzie
When I play games at school or in the park, I meet new people and we start talking. Sometimes we even make up our own games together, like turning the slide into a ‘lava volcano’, making bases or just playing tiggy. That’s actually how I found my best friend at school.
"It’s how I learn without even knowing it"
Finn and Stella
When I play with Connetix tiles or Lego, I’m actually learning how to build stuff and solve problems, like figuring out how to make a bridge or a tower that doesn’t fall over. It’s like school but without the homework or tests. I don’t even realise I’m learning until I think about it later.
"Play makes me feel happy and calm.”
Chloe
If I’m grumpy or stressed after a big test, running around and playing tag makes me feel better. My brain feels lighter, like it’s had a holiday. Even just drawing or playing cards helps me stop thinking about the stuff that was worrying me.
"It helps me try new things."
Tom
When I play, I can pretend to be anything—a chef, a scientist, a soccer star, or even a pirate captain. I can make mistakes and nobody gets mad, so I get braver about trying again. Once I pretended to run a café and ended up learning how to actually make real pancakes.
"It keeps me healthy and strong.”
Jayden
Playing outside makes my legs and arms stronger, especially when I climb trees or ride my bike or scooter. It’s way more fun than just sitting inside, and I can run faster when we play footy at lunchtime. Sometimes I don’t even notice I’m exercising because I’m having too much fun.
The Value Of Play
Reader Guide
Check out our 2025 Value Of Play reader guide here. Just click to download at home. You can also read online by heading to our live version of the booklet here!
Can You Find the 7 Differences In the pictures shown?
WIN
One of two $500 play packs!
Get ready to PLAY big! We're giving you the chance to win one of TWO amazing $500 Play Packs stuffed with the latest toys and games that every kid will want. From epic challenges to creative fun, these packs are bursting with hours of entertainment. Want to be in the running? Of course you do.
To be in with a chance of winning, simply complete the entry form below. Hurry entries close October 20th 2025!
