Play is Every Child’s Superpower - Toys R Us Launches National Call to Play

New campaign spotlights the transformative power of play with expert insights, nostalgic thrills, and a bold challenge to South African families.

In a world where children face increasing pressure to perform, compete and conform, Toys R Us is championing an essential but often underestimated force: play.

The expert toy retailer has launched its new campaign, “The Superpower of Play”, a bold movement to reawaken the magic, meaning and necessity of play in children’s lives. More than just fun, play is now recognised as a key driver of emotional resilience, cognitive development, creativity and connection and it's time we gave it the attention it deserves.

Rooted in the core pillars of Learn Through Play, Dream Through Play and Connect Through Play, this campaign calls on families across the country to rediscover what educational psychologists and paediatric therapists have long known: play is essential to raising thriving humans.

“Play is not a luxury, it’s a biological necessity to play every day,” says Sable Leicher, Educational Psychologist. “It’s through play that children explore their identity, process emotions, and develop social understanding. In fact, neuroscience shows that unstructured play activates the prefrontal cortex, supporting executive function skills like decision-making, empathy and self-regulation.”

In an age where screens compete for every moment of attention, the campaign arrives at a critical time for modern parenting. Recent studies show that children aged 5–13 are spending over 4.5 hours per day on devices, contributing to increased levels of anxiety, isolation and sleep disruption. The antidote? Good old-fashioned play.

“Play helps children connect; to their bodies, their imaginations, and their communities,” adds Cayleigh Rice, a Paediatric Occupational Therapist. “Whether it’s running through a garden obstacle course or role-playing a superhero mission, the physical, sensory and emotional benefits are extraordinary. Even 15 minutes of engaged play a day can improve mood, coordination and parent-child bonding.”

A National Call to Play – 26 July is Play Day

As part of the campaign, Toys R Us is declaring 26 July as Play Day, a national moment for families to pause, unplug, and pledge to play. Play Day will be celebrated across all Toys R Us stores nationwide, with dedicated in-store play activations and an open invitation for customers to pop by, get involved, and pledge to play.

Three flagship Play Day events will take place at Toys R Us Fourways Mall (Johannesburg), Gateway Theatre of Shopping (Durban), and Canal Walk Shopping Centre (Cape Town), offering families an extra dose of fun with interactive activities, expert-led play sessions, and immersive play zones. From themed LEGO® challenge stations, to XSHOT target demos, creating art with Crayola and so much more, these playful moments are packed with developmental benefits and pure joy.

“This global initiative aligns with our mission to be the leading authority in toys and play,” says Catherine Jacoby, Marketing Manager at Toys R Us South Africa. “We believe that every child deserves the chance to dream, learn and connect through play, their superpower that makes it all possible. Our three pillars help guide parents in choosing toys and experiences that are both meaningful and magical.”

Jacoby adds that the campaign extends beyond stores and into customers hands, “With an extension to a YouTube series hosted by parenting influencer Afro Daddy (@afrodaddyct), diving into the real-life impact of the Superpower of Play through the eyes of local experts.”

“Each episode explores one of the campaign pillars, featuring expert guidance and plenty of inspiring, messy, magical moments.” she adds. “Whether it’s stacking blocks, pretending to be a unicorn vet, or building blanket forts with siblings, the message is clear: every playful moment holds the power to transform.”

So, this winter, put down the screens, pick up the blocks, and reclaim play as the real superpower every child needs. Join the movement. Pledge to play. Unleash the power.

The Return to Nostalgia with a Toy Rush

Adding a sprinkle of nostalgic joy and reimagined for today’s generation you can join the Toys R Us Toy Rush competition. One lucky child will win the chance to dash through a Toys R Us store and fill their trolley with toys to the value of R10,000 monthly until the end of December. For parents who remember the thrill of the original Reggies Toy Rush, this is a full-circle moment worth capturing (and filming!).

It’s BirthYAY Season Too!

While the spotlight is on the power of play, families can also celebrate during the Toys R Us BirthYAY season (19 June – 3 August). With party vibes across all stores, every visit could make you a winner. Simply join the Rewards Club and spend R500 or more for a chance to win a share of R250,000 in vouchers, with one lucky shopper chosen in each store.

Visit www.toysrus.co.za/superpower-of-play to learn more.