Kinder has partnered with children's charity Action for Children to launch a new two-year initiative aimed at helping families make play a greater part of everyday life, following research highlighting growing barriers to family play across the UK.
Announced on International Day of Play (11 June), the partnership will deliver a range of "Play Breaks" programmes designed to support families facing challenges such as financial pressures, stress, isolation and caring responsibilities.
The initiative follows research commissioned by Kinder which found that 57 per cent of parents cite lack of time as the biggest obstacle to play, while fewer than half (47 per cent) fully recognise the role of play in supporting children's emotional development and family connections. The study also found that only 34 per cent of families play together every day.
Through the partnership, Kinder and Action for Children will introduce three new programmes aimed at increasing opportunities for shared play.
These include Play Break Clubs, community sessions led by trained practitioners where families can participate in play activities together; Play Break Boxes, which will be distributed through Action for Children's nationwide network to encourage play at home; and Place to Thrive – Play Break Areas, dedicated inclusive play spaces designed for children with special educational needs and disabilities.
Kinder said the programme is intended to reach families who often face the greatest barriers to play, including those experiencing financial hardship, family stress or social isolation.
Andrea Longobardi, marketing director at Kinder UK, said: "At Kinder, we've always believed in the value of play and how it can help support families and help children grow, connect and build confidence.
"The opportunity to work proudly in partnership with Action for Children to help more families experience those bonding moments through play is fantastic. Together, we are excited to help bring play back into homes and communities."
Katherine Woods, director of fundraising at Action for Children, said: "Play is more than just fun – it's how children and their families build trust, strengthen relationships and grow in confidence together.
"That's why we're proud to be partnering with Kinder to help children and caregivers connect, engage and grow together through play. Our new programme will help bring the importance of play into everyday life, so more families can experience connection, confidence and regular moments of joy."
The UK partnership announcement coincided with the release of global research from the Kinder Value of Play panel, led by Sam Wass, director of the Institute for the Science of Early Years at University of East London.
The study found that shared play can create near-instant parent-child connection, with heart rate synchrony improving from a 14-second delay to just four seconds during play, underlining the benefits of regular shared play experiences.
Kinder, owned by Ferrero, said the partnership reflects its long-standing commitment to supporting children's development through play and strengthening family connections.