Melissa & Doug in the Power of the Game project

Melissa & Doug in the Power of the Game project

The American Academy of Pediatrics (AAP) has chosen the brand Melissa & Doug, represented in our country by Best Toys OOO, for the joint project "The Power of the Game". The project helps parents teach children the important skills of a healthy lifestyle through games, as well as manage the time spent in front of the gadget screens.

In recent years, the Academy of Pediatrics has published a series of studies highlighting the powerful role of games in the children's cognitive and social development, providing recommendations that set limits to the use of gadgets. For younger children, the Academy recommends that parents choose more traditional toys and follow several principles:

  1. Look for toys that inspire creative and open thinking.
  2. Enjoy time without gadgets.
  3. Limit TV or smartphone viewing time to no more than 1 hour per day for children aged 2 to 5 years. For children under 2 years of age, the use of gadgets should be even more limited.
  4. Use the game as an opportunity to talk, read and sing with children, learn to interact with others and develop basic skills for further studies at school.
Melissa & Doug in the Power of the Game project

Melissa & Doug is the only major toy manufacturer that has never added smartphone applications or electronic parts to its product lines. The company also has never advertised its products to children.

"It feels like childhood has changed lately. There's less time and space for children to just be children," says Company Founder Doug Bernstein. "Compare this with research showing how new technologies can change our brains and with reports of growing rates of anxiety and depression among the young people. Now there's an opportunity to help people fundamentally rethink how we approach childhood and the way we play. I'm incredibly excited to work with the Academy, and we want to help parents, teachers, and caregivers use the power of the game."

The toys of Melissa & Doug brand, as well as the toys presented by other American brands, can be purchased in the online store of Best Toys Company.