NEW YORK — As more children emerge from the pandemic grappling with mental health issues, their parents are seeking ways for them to build emotional resilience.While still in its early phase, a growing number of toy marketers are embracing MESH — or mental, emotional and social health — as a designation for toys that teach kids skills like how to adjust to new challenges, resolve conflict, advocate for themselves, or solve problems.
The plan is to certify MESH toys by mid-2024 the same way the Toy Industry Association did for STEAM toys, which emphasize science, tech, engineering, arts, and math. Adrienne Appell, a spokeswoman at the Toy Industry Association, notes that MESH is an area it will continue to monitor as it evolves. “My fear is that MESH will be used as the next marketing gimmick,” said Chris Byrne, an independent toy analyst. “It will create a culture of fear that their children are not developing socially and emotionally. And that’s not really the job of the toy industry.
For its part, the MESH taskforce is initially working with specialty stores like Learning Express and small toy companies like Crazy Aaron’s, which has expanded beyond its Thinking Putty to add activity kits that teach kids problem solving like how magnets work with putty. One game ThinkFun is marketing: Rush Hour, a sliding block logic game that has kids battle traffic gridlock.
“My kids don’t have an issue with anxiety in terms of school," she said, but added. ”I still worry about the long-term effects of what that was like.”
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