Kinder brand supports studies exploring the power of children’s play

Research supported by Kinder at the Institute for the Science of Early Years (ISEY) at the University of East London has focused on how play ignites language skills, builds emotional connection, and can help unite families together.

Notably, the brand has convened a panel of leading academic and clinical experts to research how play supports active learning and development
In countries across the world, as parents will be preparing for the school holidays ahead,

The popular toy-enhanced chocolate variety is releasing findings of new preliminary research conducted by the Institute for the Science of Early Years at the University of East London (UEL), which reveals the extraordinary power of shared play in strengthening family bonds.

Supported by Kinder, one of the most beloved Ferrero brands, this study used state-of-the-art wearable technology worn by children and family members to capture real-time emotional and physical dynamics during in-home play sessions. The research explores how simple moments of play spark joy, encourage language, reduce stress and nurture emotional wellbeing.

“Our early studies reveal a striking pattern: many families often share the same physical space, but mentally they are miles apart – one child immersed in a video game, another focused on a toy, and a third lost in drawing. While solitary play has important benefits for children’s independence and creativity, our research shows how shared play can weave families into a unified dynamic. Through shared play, we see family relationships come alive.” said Sam Wass, Director of the Institute for the Science of Early Years at the University of East London,

“Our research is looking at the ways play encourages children to form deeper bonds with their siblings and parents, leading to more connected speech patterns and movement patterns within families. Even more remarkable, our research suggests that play might affect the synchronization of families’ moods and stress levels, highlighting play’s powerful role in emotional connection and collective well-being. I’m looking forward to seeing how Kinder’s ongoing research with the Value of Play panel will continue to unearth new insights and areas for exploration.”

These initial results pave the way for further analysis by researchers at the University of East London and Kinder. Their continued work will explore how joint play influences children’s long-term emotional well-being and stress regulation by strengthening inter-connectedness within families.

“At Kinder, we aim at contributing to a society that values time spent in play. We are captivated by the transformative power of play, its ability to foster children’s development joyfully and its role in strengthening family bonds. This new global initiative fills me with pride, as it deepens Kinder’s collaboration with experts within this field” said Emiliano Laricchiuta, Global President of Kinder at Ferrero Group.

“Together, we will continue to delve into the profound benefits of play on early childhood development. The research insights will be available for parents and families and will also guide the development of our toys and play experiences to be engaging and fun but also rooted in scientific insights. This way, both children and parents can enjoy and benefit from play in ways that are backed by research.”