Every question parents actually ask about real play, screens, brain development, toys and the under-5 years, answered with cited research and honest, practical guidance.
The World Health Organisation (2019) and American Academy of Pediatrics (2016) both recommend zero sedentary screen time for children under 2, with the sole exception of live video calls with family. The reasoning is neurological: under-2s cannot yet transfer learning from a 2D screen to 3D reality, a phenomenon researchers call the "video deficit effect."
WHO Guidelines on Physical Activity, Sedentary Behaviour and Sleep for children under 5 (2019) · AAP Policy Statement on Media and Young Minds (2016)
🪵 Jaques wooden toys for babies 0–2For under-2s, no screen content is truly educational, including Peppa Pig and CBeebies. The video deficit effect means children under 2 do not learn language or concepts from on-screen characters the way they do from live human interaction. For 2–5s, high-quality co-viewed programming (where a parent watches alongside and talks about it) can have modest benefits, but remains far less powerful than hands-on play.
Robb, M.B. et al. (2009), "Just a talking book? Word learning from watching baby videos." British Journal of Developmental Psychology · Zimmerman, F.J. et al. (2007), JAMA
🌿 Better than TV: Jaques educational toysNeuroimaging studies show that heavy screen exposure in early childhood is associated with lower cortical thickness in areas governing attention, language and executive function. A landmark 2019 NIH study found that children who exceeded 2 hours of daily screen time had lower cognitive scores than peers who did not. The brain is not harmed by individual screen exposure, but patterns of heavy use displace the neural-building activities, physical play, conversation, reading, that the developing brain most needs.
Cheng, S. et al. (2020). Screen Time and Brain Development in Early Childhood: A Systematic Review. Frontiers in Pediatrics · NIH ABCD Study (2019)
🧠 Swap screen time for Jaques real playYes, for several reasons. YouTube's autoplay and algorithmic recommendation engine is designed to maximise watch time, not child development. The content is largely unvetted for age-appropriateness. Fast-paced YouTube content has been linked in several studies to reduced attention span and executive function. Slower-paced, coherent narrative programmes (think early CBeebies) are less harmful than rapid-cut YouTube, though both remain inferior to active play.
Lillard, A.S. & Peterson, J. (2011). The Immediate Impact of Different Types of Television on Young Children's Executive Function. Pediatrics · Christakis, D. et al. (2011), JAMA Pediatrics
🦊 Felix the Fox Pull-Along, beats YouTube every timeTransition strategies matter enormously. Rather than simply removing screens, research recommends the "replacement play" approach: have a compelling physical play option already set out before the screen is turned off. A new toy, a nature activity, or a co-play setup. Giving 5-minute warnings, using visual timers (sand timers work brilliantly), and using consistent daily rhythm all reduce protest behaviour significantly.
Ginsburg, K.R. (2007). The Importance of Play in Promoting Healthy Child Development. Pediatrics · Reid Chassiakos, Y. et al. (2016). AAP Technical Report: Children and Adolescents and Digital Media
🌳 The best replacement play toys for toddlersYes. Studies show that background television, even when children aren't actively watching, disrupts parent–child verbal interaction, reduces the quality and quantity of play, and fragments infant attention. A 2009 study by Courage & Howe found background TV reduced child-directed play episodes and parental responsiveness measurably, even at low volumes.
Courage, M.L. & Setliff, A.E. (2009). Debating the impact of television and video material on very young children: Attention, learning, and the developing brain. Child Development Perspectives
🪵 Screen-free environments start hereThe evidence is mixed and largely disappointing for under-3s. While some apps show modest vocabulary gains in 3–5 year olds when used very intentionally with adult scaffolding, the vast majority of "educational" apps have never been tested for learning outcomes. For under-3s, the AAP's 2016 review concluded that there is "insufficient evidence" that app use benefits development at this age, and strong evidence that it displaces more beneficial activities.
Hirsh-Pasek, K. et al. (2015). Putting Education in "Educational" Apps: Lessons From the Science of Learning. Psychological Science in the Public Interest
🔬 Real educational toys, proven to workUsing screens as rewards unintentionally elevates their perceived value and can make real-world activities feel less satisfying by comparison, a phenomenon supported by reward-learning research. It also creates a transactional relationship with screens that's hard to unpick. Many child psychologists recommend treating screens more neutrally, as one possible activity among many, rather than as the prize at the end of the rainbow.
Deci, E.L. & Ryan, R.M. (1985). Intrinsic Motivation and Self-Determination in Human Behavior · Lepper, M.R. et al. (1973). Undermining children's intrinsic interest. Journal of Personality and Social Psychology
🦔 Make real play the reward with Jaques toysLive video calls are explicitly exempted from screen time guidance by both WHO and AAP, and for good neurological reason. Live video calls are contingent, the grandparent responds to the child in real time, maintaining the "serve-and-return" interaction that builds language and attachment. Pre-recorded video cannot do this. Grandparent video calls are warm, beneficial, and entirely unlike passive screen viewing.
AAP Council on Communications and Media (2016). Media and Young Minds. Pediatrics · Radesky, J. & Christakis, D. (2016). Increased Screen Time: Implications for Early Childhood Development and Behavior. Pediatric Clinics of North America
🎁 Great toys to play with on video calls tooThe research does not support catastrophism. Children are resilient. What matters far more than any single screen session is the overall balance of a child's day: how much physical play, how much conversation, how much reading, how much time outdoors. If those things are present and generous, occasional screen use is not a developmental crisis. The goal is not zero screens, it is a life rich enough in real experience that screens occupy their proper, modest place.
Przybylski, A.K. & Weinstein, N. (2019). Digital Screen Time Limits and Young Children's Psychological Well-Being. Child Development · Orben, A. & Przybylski, A.K. (2019). The Association Between Adolescent Well-Being and Digital Technology Use. Nature Human Behaviour
💚 Free resources to make real play easierThe first 1,000 days, from conception to age two, represent the most rapid period of brain development in human life. By age three, the brain has reached 80% of its adult volume. By age five, 90%. During these years, neural connections (synapses) are formed at a rate of 1 million per second in the first year. This is why early childhood experience is so disproportionately consequential: the brain being formed now is the brain that will operate for the next 80 years.
Harvard Center on the Developing Child (2016). From Best Practices to Breakthrough Impacts · Zero to Three National Center · Nelson, C.A. (2000). The neurobiological bases of early intervention. Handbook of Early Childhood Intervention
🧠 Jaques toys for the first 1,000 days"Serve and return" is Harvard's model for the most brain-building interaction in early childhood. A child "serves", babbles, points, makes a face, reaches for an object. The caregiver "returns", responds with words, mirroring, action. This back-and-forth is the foundational mechanism for language, attachment and executive function. Physical toys are the most reliable trigger for serve-and-return: a child pushes a pull-along, laughs, looks at you, that's the serve. Your smile and words are the return.
Harvard Center on the Developing Child. Serve & Return Interaction Shapes Brain Circuitry (2012, updated 2018) · Greenough, W.T. et al. (1987). Experience and brain development. Child Development
🦊 The best serve-and-return toy: Felix the FoxExecutive function is the set of mental skills governing attention, working memory, impulse control, planning and flexible thinking. It is primarily located in the prefrontal cortex, the last part of the brain to mature, but the most active during early play. Executive function begins developing from birth and is dramatically shaped by experience in years 0–5. Children who engage in more self-directed play consistently show stronger executive function outcomes than those with high levels of structured activity or screen exposure.
Diamond, A. (2013). Executive Functions. Annual Review of Psychology · Center on the Developing Child at Harvard University (2011). Building the Brain's "Air Traffic Control" System
🌿 Executive function toys from JaquesImaginative or "pretend" play is one of the most sophisticated cognitive activities a young child can do. It requires the child to hold two realities simultaneously (this block is both a block and a car), to project into other minds (the teddy is sad), and to plan and narrate. Research by Adele Diamond shows that children who engage in more dramatic play have significantly better executive function, and by extension, better school readiness.
Berk, L.E. et al. (2006). Make-believe play: Wellspring for development of self-regulation. In D. Singer et al. (Eds.), Play = Learning · Vygotsky, L.S. (1978). Mind in Society
🏰 Imaginative play toys from JaquesMontessori has moved from philosophy to evidence. A landmark 2006 study by Angeline Lillard compared children in Montessori schools to peers in conventional schools and found significantly better outcomes across executive function, social problem-solving, reading, and mathematics. The core Montessori principles, child-led activity, hands-on learning, uninterrupted work periods, real materials, align precisely with what the neuroscience of play now recommends independently.
Lillard, A.S. & Else-Quest, N. (2006). Evaluating Montessori education. Science, 313(5795) · Lillard, A.S. (2012). Preschool children's development in classic Montessori, supplemented Montessori, and conventional programs. Journal of School Psychology
🔬 Montessori-aligned wooden toys from JaquesYes. The TIMPANI study (Trawick-Smith, 2017) is the most rigorous independent assessment of toy quality and development. Toys that scored highest shared these traits: open-ended (no single right answer), manipulable (can be moved, combined, stacked), representative (resembles something in the real world), and simple (child provides the narrative). Wooden pull-along animals, simple blocks, stacking sets and basic figures all scored in the top tier. Pre-programmed electronic toys, touchscreen devices and single-function battery toys scored lowest.
Trawick-Smith, J. et al. (2017). Effects of Toys on the Play Quality of Preschool-Age Children: Influence of Gender, Ethnicity, and Socioeconomic Status. Early Childhood Education Journal
🌟 TIMPANI top-tier toys at Jaques LondonLess than you think. A 2018 University of Toledo study gave toddlers either 4 toys or 16 toys and observed play quality. Children with 4 toys played for twice as long with each toy and showed significantly more creative, complex play. Too many choices create what researchers call "toy fatigue", shallow, frequent switching without sustained engagement. Quality and intentionality beat quantity decisively.
Dauch, C. et al. (2018). The influence of the number of toys in the environment on toddlers' play. Infant Behavior & Development, 50
🎯 Fewer, better toys, start with JaquesBoth, and the research backs the development. Pull-along toys are among the most recommended first toys for 12–36 months for several overlapping reasons: they develop gross motor skills (walking, coordination), spatial awareness (the object follows the child), cause-and-effect understanding, and social play (look what I made it do!). The added benefit of a moving part, a wagging tail, a bobbing head, adds sensory feedback that deepens engagement further.
Sheridan, M.D. (2008). From Birth to Five Years: Children's Developmental Progress (updated Sharma & Cockerill) · Bee, H. & Boyd, D. (2010). The Developing Child
🦊 Felix the Fox, Jaques' bestselling pull-alongFine motor development, the small-muscle precision that underpins writing, dressing and tool use, is best developed through: threading/lacing activities, stacking and nesting toys, simple puzzles, peg boards, play with small objects (under supervision), and early construction toys. All require the pincer grip, lateral finger control and hand-eye coordination that emerge between 12 months and 5 years. Touchscreens, by contrast, require only a blunt finger swipe and do not develop fine motor skill.
Case-Smith, J. (1996). Fine motor outcomes in preschool children who receive occupational therapy services. American Journal of Occupational Therapy · Sheridan, M.D. (2008)
✋ Fine motor toys at Jaques LondonThe word "educational" on a toy box means very little, and researchers have said so repeatedly. What makes a toy educational in the real sense is what a child does with it, not what is printed on the packaging. A simple wooden fox is educational if it provokes language, narrative, motor exploration and social engagement. A "STEM toy" with a screen and pre-programmed responses may be far less educational in practice. Look for: open-endedness, tangibility, simplicity, and the ability to be used in many different ways.
Hirsh-Pasek, K. et al. (2009). A mandate for playful learning in preschool. Oxford University Press · Lillard, A.S. et al. (2013). The impact of pretend play on children's development: A review of the evidence. Psychological Bulletin
🌱 Truly educational wooden toys, Jaques LondonHart & Risley's 1995 longitudinal study found that by age 3, children from the most language-rich households had heard 30 million more words than children from the least. This gap predicted vocabulary size, reading ability and academic performance a decade later with striking accuracy. The words don't need to come from formal teaching, they come from narrating the day, reading aloud, talking through play, and responding to children's vocalisations. Every wooden toy on the floor is an opportunity to talk: "Look, the fox is going round the corner! Where's he going?"
Hart, B. & Risley, T.R. (1995). Meaningful Differences in the Everyday Experience of Young American Children. Paul H. Brookes · Gilkerson, J. et al. (2017). Mapping the Early Language Environment. Pediatrics
💬 Talk-through toys, Jaques pull-alongsLate talking is common and often resolves without intervention. Around 15% of 2-year-olds are "late talkers" (fewer than 50 words or no two-word combinations). The most important thing you can do is increase rich, face-to-face interaction, joint play with physical toys, reading aloud, narrating daily activities, and reducing background noise including TV. If there are concerns about comprehension (does your child understand what you say?), social engagement, or hearing, speak to your health visitor or GP. Early speech and language support is highly effective when accessed early.
Zubrick, S.R. et al. (2007). Late language emergence at 24 months: An epidemiological study of prevalence, predictors and covariates. Journal of Speech, Language, and Hearing Research · RCSLT Guidelines on Late Language Emergence
🎵 Language-rich play toys for 2-year-oldsPlay, particularly pretend play, is the primary practice ground for emotional regulation in early childhood. When a child plays out a scary scenario with toys, assigns emotions to characters, and controls the narrative, they are exercising the very same self-regulatory systems they need for real emotional challenges. This is why children who play more show better emotional regulation in school. The physical act of playing also regulates the stress response: active play reduces cortisol and increases dopamine, leaving children more settled and better able to learn.
Berk, L.E. (2006). Make-believe play: Wellspring for development of self-regulation · Pellis, S.M. & Pellis, V.C. (2009). The Playful Brain. Oneworld Publications
💚 Emotional play toys from JaquesPost-screen tantrums are extremely common and neurologically explicable. Screens produce rapid dopamine release, the brain's reward chemical. When the screen is removed, dopamine drops quickly, creating a genuine neurochemical withdrawal that registers to a 2-year-old as profound distress. Additionally, many children are in a dysregulated state after passive viewing, their bodies have been still while their minds have been highly stimulated. Physical play before and after screen time helps re-regulate the nervous system.
Anderson, D.R. & Hanson, K.G. (2010). From blooming, buzzing confusion to media literacy. Developmental Review · Christakis, D. (2014). Interactive media use at younger than the age of 2. JAMA Pediatrics
🌳 Calming play alternatives after screen timeForest school is a Scandinavian-derived approach where children spend regular, sustained sessions in a natural outdoor setting led by the children's own curiosity. It is extremely well-suited to under-5s, research shows consistent benefits for confidence, communication, physical health, risk assessment skills and wellbeing. The key principles (child-led discovery, natural materials, unstructured time, sensory richness) overlap almost entirely with what developmental science recommends for all early play. Forest school is, in essence, real play outdoors.
Knight, S. (2009). Forest Schools and Outdoor Learning in the Early Years. SAGE · O'Brien, L. & Murray, R. (2007). Forest School and its impacts on young children. Urban Forestry & Urban Greening
🌲 Outdoor play from Jaques LondonThe UK's Chief Medical Officers recommend that children under 5 who are walking should accumulate at least 3 hours of physical activity per day, ideally much of this outdoors. Research links outdoor time with better vitamin D levels, stronger immunity, improved sleep, higher physical literacy and better mood regulation. Even in winter, even in rain: research from Norway and Sweden shows children who play outdoors in all weathers show no increase in illness and significant gains in physical confidence and resilience.
UK Chief Medical Officers' Physical Activity Guidelines (2019) · Ulset, V. et al. (2017). Time outdoors during preschool hours in Norway. Preventive Medicine Reports
☀️ Outdoor toys for all weathers, JaquesYes, substantially. Blue light emitted by screens suppresses melatonin production, making it harder for children to fall and stay asleep. But this is only part of the problem: the content itself, bright, stimulating, emotionally engaging, activates the nervous system in ways that are incompatible with sleep onset. Multiple studies show that screen use within one hour of bedtime increases sleep onset latency, reduces sleep duration, and decreases sleep quality in young children. A calm, screen-free wind-down including quiet play, bath, and reading is the evidence-based alternative.
LeBourgeois, M.K. et al. (2017). Digital Media and Sleep in Childhood and Adolescence. Pediatrics (supplement) · Hale, L. & Guan, S. (2015). Screen time and sleep among school-aged children and adolescents. Sleep Medicine Reviews
🌙 Calm bedtime toys from Jaques LondonNo, and this is important. Children need uninterrupted, self-directed play as much as they need parent-involved play. Independent play, where children play alone with real, open-ended toys while you are nearby, is developmental gold. It builds self-regulation, imagination, concentration, and the capacity to tolerate healthy boredom. Your job is not to entertain your child all day. Your job is to set up a rich, safe environment, engage warmly when invited, and then allow them the gift of self-directed exploration.
Ginsburg, K.R. (2007). The Importance of Play in Promoting Healthy Child Development. Pediatrics · Gray, P. (2013). Free to Learn. Basic Books
💚 Free independent play setup guidesYes, this is one of the most significant and underreported findings in the field. A major 2014 study by Radesky found that parental smartphone use during mealtimes and play dramatically reduced the quality and quantity of caregiver–child interactions. When a parent is on a phone, the back-and-forth serve-and-return interactions that build language and attachment simply don't happen. Children of parents who use phones heavily during play show lower language development, not because of what children watch, but because of what they don't hear.
Radesky, J.S. et al. (2014). Patterns of Mobile Device Use by Caregivers and Children During Meals in Fast Food Restaurants. Pediatrics · McDaniel, B.T. & Radesky, J.S. (2018). Technoference: Parent distraction with technology. Child Development
📵 The Parent's Phone Pledge, free printableBoredom in young children is not a problem to be solved, it is the precursor to creative play. When children say "I'm bored," what they are often experiencing is the temporary discomfort of transition between activities. Research by Sandi Mann shows that boredom triggers the default mode network in the brain, the same network associated with imagination, creativity and self-knowledge. Tolerating brief boredom, and resisting the reflex to fill it with a screen, allows this generative neural state to emerge. The toys come out, the inventions begin.
Mann, S. & Cadman, R. (2014). Does Being Bored Make Us More Creative? Creativity Research Journal · Bench, S.W. & Lench, H.C. (2013). On the function of boredom. Behavioral Sciences
✨ What to do when they say they're bored, free guideScaffolded play, a concept from Vygotsky, means providing just enough support to help a child reach the next level of complexity in their play, without taking over. If a child is stacking blocks and they keep falling, you don't rebuild the tower. You might say "I wonder if the wide ones work better on the bottom?" and let them test it. Scaffolding is about asking the right question, offering the next prop, narrating what you observe. It is the difference between directing play and enriching it.
Vygotsky, L.S. (1978). Mind in Society. Harvard University Press · Wood, D. et al. (1976). The role of tutoring in problem solving. Journal of Child Psychology and Psychiatry
🌱 Free scaffolded play guides for parentsFrame it positively and lead with alternatives, not restrictions. Rather than "we don't let her watch tablets," try "we've found she loves playing with her wooden fox when she visits, could you set it out with her?" Most grandparents are delighted to be given a positive role. Share a simple resource, a one-page summary of the WHO guidelines, to give your position external credibility rather than making it feel like a personal preference. Emphasise that the guidelines are universal, not judgmental.
AAP Council on Communications and Media (2016) · WHO Guidelines (2019), both freely downloadable and shareable
👴 Free: The Grandparent's Guide to Real PlayExplore our full content library covering every aspect of real play for under-5s.
Explore the Full GuidePull-Along Toys
Motor development, cause-and-effect, narrative play. The TIMPANI top tier.
Educational Sets
Life cycles, sorting, stacking, Montessori-aligned, classroom-proven.
Baby Wooden Toys
Sensory-rich, safe natural wood. The most brain-building years demand the best.
All Jaques London Toys
Britain's oldest toy maker. 230 years of believing in the power of real play.