Published in 2012 and commissioned by Unity PR, our work for Ribena explored parental attitudes to play. The project was designed to support the launch of the new (sugar free) Ribena Plus brand extension and generated a high volume of media coverage –some of which can be seen in our published articles section.

This, the first chapter of the report, looked specifically at the ‘State of Play’’, to build an understanding of the way in which children play, and its importance in the lives of children.

To do so, we carried out an in-depth literature review to provide background for the report and identify gaps the in the existing knowledge. Following this, we conducted a nationally representative survey of 2,004 parents of children aged between 3 and 15, while also interviewing a panel of nine experts in order to provide deep insight into the subject area.