The Toy Association has unveiled a new multimedia campaign to tout the benefits of play as families are stuck at home during the COVID-19 pandemic.

The "Play Today" campaign "aims to educate parents about the benefits of play and provide timely resources, including indoor activities to get kids up and moving, virtual play ideas, and a mega-list of at-home learning resources," the association said in a statement.

The group has teamed up with influencer families to produce videos on how each is incorporating play into their day. It has also created a website with activities and resources for parents. The campaign is part of the association's The Genius of Play program.

"The Genius of Play's mission is to help families make play an important part of their child's day," said 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."

Research shows a direct correlation between playfulness and stress reduction in that playful people find fewer situations stressful and more readily use the coping strategies they have than less playful people, the association said.

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