National Play Day: a call to action for South African families to prioritise play

South African children are facing a crisis as decreasing levels of physical activity and increasing screen time threaten their health and development. In a compelling response, the popular toy brand Toys R Us has proclaimed 26 July as National Play Day, urging families across the nation to halt their daily routines and prioritise play—a fundamental aspect of healthy childhood development. This initiative is part of the broader Superpower of Play campaign, which aims to reignite awareness around the critical importance of play in a child’s life.

The urgency of this message is underscored by alarming statistics from the World Health Organisation (WHO), which recommends that children aged 5 to 17 engage in at least 60 minutes of moderate to vigorous physical activity each day. However, global data reveals that over 80% of children are failing to meet these guidelines.

A recent report from the South African Journal of Child Health indicates that screen time among local children has surged, with kids aged 8 to 12 spending an average of 5 to 7 hours per day on screens outside of school hours. This excessive screen exposure has resulted in soaring rates of childhood anxiety, diminished social interactions, poor sleep quality, and a significant decline in imaginative play.

“We are facing a global erosion of childhood,” warns Nicky Rodseth, Principal of Montessori Life Pre-School. “Children are over-scheduled, overstimulated by screens, and under-exposed to the kind of spontaneous, creative, unstructured play that builds emotional intelligence and cognitive flexibility.”

On 26 July, Toys R Us will rally parents, educators, and communities nationwide to pledge to play. Flagship events will occur at select locations, including Toys R Us Fourways Mall in Johannesburg, Gateway Theatre of Shopping in Durban, and Canal Walk Shopping Centre in Cape Town. Each venue will transform into a playground, featuring interactive play stations with iconic brands like XSHOT, LEGO®, Nintendo, Crayola, and Sticki Rolls.

Join this vital movement and rediscover the joy of play—because when children play, they thrive.