University of East London studies with Kinder brand highlights value of play

An innovative study led by the University of East London and Kinder chocolate brand has revealed how moments of play within families can prove hugely valuable to social wellbeing, writes Neill Barston.

The flagship Ferrero brand has long been associated with its series of small toys that have made it among market leaders in the segment, with Sweets & Snacks Expo in Las Vegas recently revealing fresh lines for the series, which continues to prove a hit around the world.

Significantly, the study, which is released on the International Day of Play, established by the UN in 2024 championing children’s rights to enjoy social time, comes at a time when confectionery businesses around the globe have recognised a clear demand from consumers for more fun, interactive experiences from their food, snacks and confectionery.

This has seen Kinder respond with its Joy series forming a link with the major Stranger Things screen series featuring new figures, and a new football themed toy range has emerged, just in time for the World Cup in the US, which starts today (June 11). See our video interview with Ferrero as part of our Sweets & Snacks Expo coverage below.

As the company, which is due to participate in our World Confectionery Conference this September, explained, its engagement in the latest university study is being shared on its Kinder.com website and linked to a new initiative, Kinder Play Breaks — a consumer engagement project designed to inspire families to pause, reconnect, and bring more moments of play into everyday life, already being launched in UK and Germany.

Moreover, as the business revealed, its Power of Play: Family Connection study conducted in two phases by the University of East London (UEL) with support from Kinder, reveals new findings, building on Phase 1 research into the power of shared play on emotional connection and family bonding and highlighting the immediate and measurable impact that even short moments of shared play can have on family connection and children’s emotional wellbeing.

Led by Professor Sam Wass, Director of the Institute for the Science of Early Years at University of East London (UEL), the second phase of the “Power of Play: Family Connection” study used wearable technology and machine learning to observe 21 new families, in addition to the 20 of Phase 1, in their own homes, capturing how parents and children respond physically and emotionally when they play together.

The findings, drawn from data captured across both phases of the study, showcase that play increases connection within family, in three important ways. First, conversations become more linguistically aligned – parents were more likely to answer children, and children were more likely to answer parents. Second, families moved physically closer together during play.

Third, before play began, parents’ and children’s heart rates reacted to each other with an average delay of around 14 seconds. During play, however, that gap dropped to just four seconds. While these specific timings require further investigation, the findings indicate a number of different ways in which play strengthens family connection – almost immediately after play begins.

“What we are seeing, in real homes and in real time, is just how quickly play brings families together,” said Sam Wass, Director of the Institute for the Science of Early Years, University of East London.

“What surprised us most is that the effects continue beyond the play itself, families stayed closer together, with their conversations remaining more aligned and in-tune than before play started. Play creates moments of synchrony and togetherness – thinking about the same thing at the same time. These are thought to be crucial drivers of children’s development. It is through engaging with our parents and carers that we learn to be able to concentrate, and to regulate emotions, on our own.”

The study forms part of Kinder’s wider Value of Play initiative, launched in 2025 to explore the role of play in emotional development, learning, and family wellbeing. Building on these results, Kinder has expanded its Value of Play hub on Kinder.com into a dedicated online destination, designed to help families rediscover the joy and value of playing together, transforming expert insights into simple, practical ideas that encourage connection, creativity, and everyday moments of shared play. 

“The research confirms what many parents instinctively feel: when you are fully present in play with your child, something meaningful happens. We see it in their heartbeats, their closeness, and the way their conversations evolve,” said Emiliano Laricchiuta, Global President Kinder at Ferrero,

“These new insights deepen our understanding of the connection between parents and children and reinforce our belief in the power of play. At Kinder, our ambition is simple: to encourage more moments of shared play, supporting kids’ emotional wellbeing, development, and the bond between parents and children.”

Collaboration
In addition, with Kinder having played its part for over 50 years in providing parents with inspiration for play, it has launched a key partnership with Action for Children in the UK.

This has been created due to a need to provide family support those who are facing greatest barriers for providing play environments at home, financial pressures, or suffering from isolation or caring for children with additional needs. 

The partnership will include Play Break Clubs which are delivered around welcoming community sessions, Play Break Boxes, distributed to families nationwide through Action for Children’s network, as well as play materials designed for youngsters with additional educational needs and disabilities.