Dr. Gummer’s evaluation

Dr Amanda Gummer is a psychologist specialising in play and parenting. Here is her evaluation of the developmental benefits of WOW toys for children.

“Simple, robust toys which feed the imagination and allow children to create their own play scenarios are powerful tools for child development.

The WOW range is bright and attractive as well as being robust; most parents are familiar with the much requested toy that falls apart after 5 minutes, and the ensuing tantrum or upset brought on by the child’s frustration. The lack of batteries also removes another source of stress for parents and frustration for children and reduces the impact of the toys on the environment. Parental stress has negative effects on children so toys which parents trust, and which don’t need constant parental intervention promote happy, calm households – a vital feature of a healthy childhood.

The Best Buddies range offers triggers for imaginative development as they can control the story and choose what happens to the characters. In a world where children are, more than ever before, subject to a multitude of rules that they have to follow (and which they have had no part in deciding) it is important for their confidence and self-image that they are given opportunities to control a situation. The small characters also help the child feel big and powerful and this is likely to enable him/her to use the characters to act out issues that are relevant to his/her own life.

Vehicles that move engage boys and promote communication and cooperation between children. Boys lag behind girls in social development and anything which encourages pre-school boys to play together and develop skills such as turn-taking, sharing and team work are likely to help them settle much more easily into school.

The variety of the toys in the range enables children to engage in play scenarios which are relevant to themselves and provides versatility in the play. Again, providing opportunities for young children to control the play and engage in imaginative play which they choose is extremely beneficial for their confidence and self esteem.

Bath time provides a wonderful opportunity for positive interaction between parent and children. Parents should enjoy bath time almost as much as the children do and a good bath time can lead to a smooth bedtime as the children are already nice and warm and relaxed. This can make all the difference to behaviour the following day as a good night’s sleep will make for a more reasonable and well behaved child, with more energy and a healthy appetite. Whilst lots of factors contribute to children’s development, the value of a fun, relaxing bath time should not be underestimated. The WOW bath toys encourage playful happy bath times and an opportunity for parents to bond with their child through shared play. Parents should let the child lead the play where possible but can easily initiate conversations about the play as well as introducing or reinforcing skills such as counting and colour recognition.”

Dr. Amanda Gummer (PhD, BA (Hons) PCHE)

23rd November 2009.

www.fundamentalsonline.co.uk