Our Mission

Nurturing Healthy Imaginations

Our mission is to provide a launch pad to ignite imagination and a sense of wonder in all children so they can discover themselves, their passions, and their purpose.


There was a time not so long ago when childhood offered the space and freedom for children to explore their world. To be curious. To be creative. To be bold. To be bored. To just . . . be. Today, our overstimulated and overscheduled children are using their imaginations less than ever. It’s a crisis in the making. And it’s why we’re committed to making products that inspire creative thinking and encourage kids to see new possibilities. It’s also why the American Academy of Pediatrics chose to join forces with us to champion the health benefits of open-ended play.


Learn more about our joint Power of Play alliance>

What we create

We make toys and other products that offer Countless Ways To Play. We believe the best playthings are often simple concepts that inspire children to come up with their own twists. With everything we create, we hope to encourage:

  • Free Play
  • Creativity
  • Imagination
  • Learning
  • Discovery

Parents’ perspectives on play

As part of our mission, we partnered with Gallup for a study on parents’ perspectives on childhood play. Experts agree that child-led play is essential to development, but do parents recognize and value the benefits of this kind of play? Go here to read more about what we learned and to find links to ways you can make time for play in your child’s life!

It's when we're bored and have to dig deep to find ways to fill our time that imagination is born.

Melissa, co-founder of Melissa & Doug

Without play, children will develop without imagination and creativity.

Joan Almon, Director of Alliance for Childhood

Free play is an essential part of childhood. All children should be afforded ample, unscheduled, independent, nonscreen time to be creative, to reflect, and to decompress.

American Academy of Pediatrics

Kids who are just passively stimulated by a glowing screen don't have to do the neural heavy lifting to create those images... thus stunting their own creative abilities.

Dr. Nicholas Kardaras, PhD and Childhood Addiction Specialist

5 reasons to believe in free play

Play reveals passions

It's through play that kids discover interests, passions, and talents. We want our kids to be happy and, ideally, building a career when they grow up that's true to their core selves. Figuring out who they truly are and what they love to do begins with play.

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Play promotes creativity & problem-solving

Given time and space and removed from distractions, kids gravitate to creativity and creative thinking. When they are able to let their minds and bodies roam, they can come up with imaginative solutions to problems.

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Play develops resilience & grit

Kids at play have the freedom to try out their ideas, test them, and try again. It’s a safe space for trial and error.

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Play builds social skills

Playful interactions - with friends and grownups alike - help kids navigate social terrain, negotiate terms, define norms, develop empathy, and so much more.

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Play sharpens cognitive skills

Play is important for healthy brain development as it is how children learn to master the world around them. It’s a critical tool for language acquisition and also a way kids develop new competencies that build confidence.

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