Some children now lose ability to ‘pretend play’ as young as six

There is an imagination gap being driven by tablets, phones and TV screens

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Children are losing the habit of imaginative play before they even reach double digits, according to new research by Playmobil. A study of children aged four to nine found that 43% of parents believe children stop using their imagination before the age of 10, and some say it happens as young as six.

Children say they will be too old for pretend play at an average age of 9.76. Children are now more than twice as likely to reach for a screen when they’re bored as they are to make up a game, story or pretend world, with 28% saying they ask for or use a screen compared with just 12% who turn to imaginative play.

For many children, the challenge lies in knowing where to begin and where to take the story next. Playmobil calls this the Imagination Gap andl is helping families with free Art of Storytelling prompt cards, developed with children’s presenter Maddie Moate and child psychologist Dr Amanda Gummer. The cards turn everyday boredom into stories, mysteries and adventures – giving children a spark to begin, then the freedom to lead the play themselves.

Dr Gummer said: “This research does not suggest that children have lost their imaginations. In fact, most children say they still make up games, stories or pretend worlds at least sometimes. The difficulty is that when boredom first appears, a screen is often the quickest and most familiar option, so children may have fewer chances to practise getting a story started for themselves.

“Imaginative play gives children room to experiment with ideas, language, roles and problems in a world they control. Boredom can provide the pause from which that begins, although some children will need a little support to cross that first hurdle.

“Parents do not need to ban screens or invent elaborate activities. A simple question, unusual prop or story prompt can be enough. Join in for a moment, then let the child decide what happens next. That small handover gives confidence, agency and imagination space to grow.”

Maddie Moate said: “As someone who creates educational TV and online content for children and families, I appreciate the role screens have in our lives. But our most memorable moments happen away from them, when little ones are exploring, interacting and creating for themselves. Often, all it takes is a simple idea or prompt to unlock hours of imaginative play. Anything that helps families get started with playtime is a win in my book, especially at a time when so many parents are already balancing so much.”

Mitch Levene, Country Manager, at Playmobil, said: “Families will use these prompt cards alongside both new and much-loved Playmobil sets discovering just how much adventure can begin with a single idea.”

Playmobil’s free Art of Storytelling prompt cards are available via www.playmobilartofstorytelling.com and in participating stores.