Parents are still keen to prioritise play, despite pressures of modern life

A comprehensive new report has outlined the critical role of play in early childhood development and the challenges faced by modern families, revealing that when it comes to play today’s parents are juggling more than ever – wanting to make play a priority for toddlers, but often feeling stretched for time, energy, and ideas. 

The BIG Start report is a collaboration between LEGO Australia and Playgroup NSW, and found that 4 in 5 parents (80 per cent) faced significant challenges in engaging with their child’s play, with feelings of stress and overwhelm, and lack of time, being cited as the key barriers to engaging.

One in three parents said that they felt bored or uninspired when it came time to play, while over 60 per cent of parents said they felt guilty about their child’s screen time.

“Parents today are under more pressure than ever to ‘get play right,’ but the truth is, there’s no perfect way to play,” Parent Educator and LEGO DUPLO ambassador, Gen Muir said.

“It’s the small, everyday moments – stacking DUPLO bricks together while chatting about your day or letting them lead you through a random brick creation – that matter most for a child’s development,” she outlined. 

“These spontaneous play moments take the pressure off and let kids – and parents – enjoy the moment. Even screen time can become a connection point for us to jump in alongside our kids, bringing their favorite characters to life in the real world.” 

When it comes to early childhood development, parents’ priorities in 2025 are clear: social and emotional skills matter most. Three in four (74 per cent) of parents ranked social skills as a top priority, followed closely by emotional development (67 per cent) and cognitive skills (60 per cent). 

“Empathy, communication, and resilience are nurtured in the simplest of play moments -taking turns, making up stories, or building together. It’s rewarding to see modern parents prioritising social and emotional development, because these skills are the foundation for lifelong learning,” Ms Muir said.

For some of the families who responded to the report there was a ‘tricky tension’ when it came to knowing what was best for their child, but not feeling confident in their own ability to deliver it. 

Almost three in ten parents (29 per cent) doubt they add value when playing with their child, with fathers (39 per cent) more likely than mothers (21 per cent) to feel this way. There was an age division too, with younger parents (under 34 years of age) less confident than their more senior peers. 

“This research highlights the critical role of play in early childhood and the untapped potential of playgroups. With 91 per cent of parents recognising the benefits of playgroups for children’s learning and development, but only 3 per cent identifying playgroups as their most frequent play location, there is a clear opportunity to better support families in accessing play-rich environments,” Playgroup NSW CEO, Emily Caska, said. 

“We are committed to using these insights to advocate for greater investment in play-based programs that enhance children’s development and strengthen community connections.”

The report will drive the ongoing research and community advocacy efforts from both brands, reinforcing LEGO Australia’s commitment to championing the power of play. The findings will be used to develop resources and initiatives that empower parents and create enriching play experiences for young children.