LEGO Systems Survey Finds that Combining Music With Playtime Makes Children More Engaged

LEGO Systems Survey Finds that Combining Music With Playtime Makes Children More Engaged

-Leading Toy Manufacturer Releases LEGO DUPLO JAMS, an Original Collection of Songs to Inspire New Ways to Play-

ENFIELD, Conn., Aug. 18, 2011 /PRNewswire/ -- Listening to music during playtime makes children happier, sillier, more excited and engages them in play for longer amounts of time; no surprise, music also makes parents feel more relaxed. These are among the top findings cited in a recent online survey of more than 500 American parents with children age one to five years, conducted by Harris Interactive on behalf of LEGO Systems, Inc.

In recognition of these findings, the company's LEGO® DUPLO® brand, the leading preschool construction toy for children under five years old, offers LEGO DUPLO JAMS--a free music experience that offers upbeat and inspirational tunes to set the stage for toddlers and preschoolers to build their imaginations to an original soundtrack that engages them in creative play.

DUPLO JAMS is designed with the whole family in mind. Children sing-along, build and play to catchy tunes while parents applaud a fresh approach to playroom fun as the songs spin different ways to learn simple things like colors or the alphabet, while encouraging children to build.

"Often parents view playtime and music as discrete activities for children, yet to do so limits the powerful impact one can have on the other," said Kimberley Clayton Blaine, a national parenting expert known as The Go-to-Mom. "Just as adults enjoy music while working or engaging in recreational activities, children's play experiences are significantly enriched by the addition of music. And with music that supports the play experience, like DUPLO JAMS, even parents find it hard to resist joining in playtime fun; who among us as parents doesn't welcome fun, new ideas for the playroom?"

Parents surveyed were quick to recognize many of the positive impacts music has on them and on their children. Other key insights include:

Music Impacts Children: When asked how listening to children's music makes their child feel, 67% of parents reported that it makes their children feel playful, followed by happier (63%), fun-loving (53%), energized (51%) and sillier (47%).

Play and Music is a Powerful Combination: 60% of parents surveyed listen to music with their child during playtime. Among those who do listen to music with their child during playtime, 88% believe that it has an effect. At least half of these parents say that music makes their child happier or more excited; while 43% say that it makes their children act sillier.

Music and Play Impacts Parents: 76% of parents surveyed reported that after they play with their child, they feel more connected with them, while 67% feel like a "better parent" and more than half feel more fulfilled. Over two-thirds of parents said that listening to music makes them feel relaxed, and close to one-half said that it makes them feel inspired, energized or motivated.

Parents Crave New, Age-Appropriate, Ways to Play: Nearly one-third of parents surveyed said that coming up with new, age-appropriate ways to play with their child is stressful. Seventy-four percent of American parents wish there were more play activities for children that appeal to parents as well and 71% wish there were more age-appropriate ways to play with their child that focus on learning and fun.

"Our LEGO DUPLO brand engages children, and families, in a variety of different ways to explore and play," said Michael McNally, brand relations director for LEGO Systems, Inc. "Music is a natural mood-lifter, so we're energized to learn from our survey that adding music to the playroom has a material effect on children's engagement in play. Our collection of original music not only plays to these core insights from parents, the songs also inspire and facilitate ways for the whole family to get started with construction play."

Visit www.facebook.com/LEGODUPLO to download the DUPLO JAMS playlist and find tips and activities on how to combine music and building fun, as well as share playroom tips and inspiration that your family discovers. Turn up the playroom volume and be among the first to enter our "Be A Little Jammer Video Contest!" To enter, go to the VIDEO CONTEST tab and submit a video of your toddler jamming out by August 31st and you could win a trip to LEGOLAND® Florida.

Survey Methodology

This survey was conducted online within the United States by Harris Interactive on behalf of LEGO Systems, Inc. from May 17 - June 1, 2011 among 516 U.S. parents of children age 1-5 years. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Flashpoint PR at 415-551-9620.

About Harris Interactive

Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us - and our clients - stay ahead of what's next. For more information, please visit www.harrisinteractive.com.

About LEGO Systems, Inc.

LEGO Systems, Inc. is the North American division of The LEGO Group, a privately-held, family-owned company based in Billund, Denmark, one of the world's leading manufacturers of creatively educational play materials for children. The company is committed to the development of children's creative and imaginative abilities, and its employees are guided by the motto adopted in the 1930s by founder Ole Kirk Christiansen: "Only the best is good enough." Visit www.LEGO.com

LEGO, DUPLO and their logos are trademarks of The LEGO Group. ©2011 The LEGO Group.

MEDIA CONTACT:
Leah Barash, for LEGO Systems
415-317-2047 / barash@flashpointpr.com

SOURCE LEGO Systems, Inc.

LEGO Systems, Inc.

Web Site: http://www.lego.com

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