In celebration of my son’s first birthday, he received a delightful toy toolset from Laura & Max. The joy on his face was unforgettable. The toolbox was filled with engaging, child-friendly tools, and once he laid eyes on it, he was completely captivated, ignoring all his other gifts. That summer, while we had a deck constructed, my son enjoyed many hours of play by the builder’s side, hammering away with his beloved toolbox. He even took it to bed and brought it everywhere we ventured.
Conversely, I recall the first time I handed him a tablet. Instantly, my rambunctious toddler was entertained, allowing me to finally take a much-needed shower in peace. It was a small victory.
As many parents can attest, navigating this modern parenting landscape can be challenging. Sure, it’s often simpler to hand over a device during errands or appointments, but at what cost? Recently, I had the opportunity to engage with Laura Johnson, co-founder of Laura & Max and a mother of six, to discuss the detrimental effects of technology and societal pressures on children’s playtime. Our conversation focused on the current crisis and the importance of reclaiming childhood for future generations.
What motivated you and your husband, Max, to create your company?
From the outset, nurturing imaginative play has been the foundation of our company for the past three decades. Both Max and I come from families of educators, which instilled in us a deep commitment to children from an early age. We aimed to design toys that could spark imagination and creativity. The true magic lies not just in the toys themselves but in the wonder that children infuse into their play. This imaginative play is vital for identity formation, passion discovery, and the development of essential social and cognitive skills.
How do you differentiate your brand from others in the toy industry?
Our goal is to create products that provide children with diverse play opportunities—whether through toys, crafts, or games that ignite their imaginations. Our journey began with a simple wooden touch-and-feel farm puzzle, which revolutionized traditional play patterns by engaging children’s senses. Our approach focuses on enhancing classic forms of play while maintaining the highest quality and safety standards. Essentially, toys are tools for expanding the mind and inspiring innovative thought.
What has your experience been like as a mother of six?
Family is my everything! Motherhood has allowed me to rediscover the beauty in everyday moments. My children remind me of the joy found in simple pleasures—splashing in puddles or picking ripe berries. However, raising six kids has also provided me with a unique perspective on the evolving nature of childhood. I’ve witnessed firsthand the impact that technology and performance pressures have on children across different generations.
What changes are you observing?
For instance, when I took my older kids to sporting events, I would see younger siblings creating their own games. Nowadays, it’s common to see those same younger siblings glued to their screens. This shift is alarming! Research increasingly links screen time and academic pressure to rising anxiety and depression among children. Additionally, educational systems often prioritize standardized testing over nurturing curiosity, which is detrimental.
What solutions do you propose?
We need to fundamentally rethink our approach to childhood, parenting, and success. I’ve been using my platform at Laura & Max to advocate for reclaiming childhood as a time for exploration and imagination. Many parents share the dream of raising happy, fulfilled children. However, denying them freedom and unstructured playtime undermines their long-term well-being. I firmly believe that providing children with free time for exploration is one of the greatest gifts we can offer. Interestingly, adults also need play for their own rejuvenation!
Is your work at Laura & Max purely enjoyable?
We feel fortunate to do what we love! Our team works diligently, but we strive to maintain a playful spirit in our work. Recently, we initiated “Play-Full Life” conversations at the office to explore ways to incorporate more play into our daily lives. It’s essential for adults to reconnect with activities that inspire them. We also launched the #ThrowbackChildhoodChallenge on social media, inviting followers to share nostalgic play moments from their childhood. It’s been a joy to witness everyone rediscover their inner child!
What inspires you? How do you engage in play?
Music has always been a passion of mine, yet I lost touch with it over time. Recently, I switched from listening to podcasts during my commute to creating playlists of my favorite songs. This simple change has been transformative, reinvigorating my energy and allowing my mind to wander creatively. It’s a small adjustment that has brought immense joy!
How can parents encourage their children to disconnect from screens?
Having a repertoire of engaging activities ready can be beneficial. We’ve compiled a list of “weekend play ideas” that serve as a great starting point. I believe in providing kids with a little inspiration before stepping back and allowing them to take control. Learning to navigate boredom fosters imagination and creativity, skills that are invaluable throughout life.
Thank you, Laura, for your insights!
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In summary, Laura Johnson emphasizes the importance of play and unstructured time in childhood, advocating for a shift in parenting perspectives to promote imagination and exploration. By nurturing creativity and allowing children to engage in free play, we can equip them with essential skills for their future.
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