Concerned that active, make-believe play among children is on the verge of extinction, Pump It Up, a national leader in the children’s entertainment category, is fighting to reverse that trend through a proactive “Save Childhood” campaign that urges parents to commit to increased imaginative play activities and provides tools to help them accomplish this goal.
To kick off the national initiative, Pump It Up is encouraging parents to sign an “Imagination Declaration,” in which they commit to spending 1 hour each day engaging in imaginative play activity with their children. Hoping to collect at least half a million signatures in 2013, Pump It Up anticipates the nation-wide initiative to result in potential lifestyle changes for families across the country. To pump up parents for the challenge, the company has also created a fun quiz – the “Imagination Evaluation,” that helps adults measure their own imagination.
According to the American Academy of Pediatrics, imaginative play is essential in child development, as it is a critical element contributing to their cognitive, physical, social, and emotional well-being. Research shows that imaginative play is important in developing children’s social skills, self-control and emotional strength.
“Over the years, we’ve celebrated more than 2 million birthday parties and have had the opportunity to witness first hand, the joy and excitement kids experience during active and imaginative playtime,” said Pump It Up CEO Lee Knowlton. “We all remember our childhood days of simple imaginative play, like building forts, playing hide and seek in the backyard or simply making up our own games. This kind of imaginative play is giving way to more passive activities, which could create a serious imagination deficit. Our campaign is designed to prevent that from happening.”
In addition to the campaign, which will include website content, email communication, tips on social networking sites, and the online pledge for parents, Pump It Up has made some changes in its own private party franchises across the nation to encourage imaginative play. Recently changing its tagline to “Pump It Up: Where Imagination Comes to Play,” the company rolled out “Adventure Parties,” which take children through imaginary journeys as Pirates and Superheroes.
Pump It Up has also continued to develop programs to stimulate creativity and foster imaginative play, many of which are in test mode at its corporate-owned location in Tempe, AZ. Some attractions, such as Cyclone Blast and Motion Mania, have been introduced in some Pump It Up locations already. Other programs will be rolled out nationwide in the next year.
To learn more about the “Save Childhood” Campaign, test your imagination with the “Imagination Evaluation,” and sign the “Imagination Declaration,” join the initiative at www.SupportImagination.com.
About Pump It Up
The national leader in the children’s entertainment category, Pump It Up is a 150-unit franchise specializing in private birthday parties and programs like field trips, camps, seasonal events, and Pop-In Playtime™, an open to the public jump time offered for kids to engage in active play in a safe and controlled indoor environment. Known by most parents as their “kids’ favorite place,” Pump It Up prides itself on offering a trained, safety-oriented staff committed to serving families in a fun stress-free environment. For your local Pump It Up locations, holiday hours, and events, visit www.pumpitupparty.com.
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