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With more than 80 per cent of parents across the UK admitting that they intend to sneak at least one educational toy into their child’s Christmas stocking this year – it appears that a visit from Santa will boost the IQ levels of the country’s younger generation, along with the festive spirit!

A survey conducted by toy brand, Born to Play, revealed that 91 per cent of parents believe that educational toys will advance their child’s learning – helping to accelerate them to the top of the class in the New Year.

87 per cent also deemed it ‘very important’ for children to receive educational toys on key occasions such as Christmas and birthdays to ensure that a child’s ability is stretched as they develop.

Leah Burman, educational and child psychologist, backs up the opinions of the parents surveyed, she comments: “The age of three is the perfect time to increase awareness and begin developing basic skills. Educational, and particularly interactive toys, can play an integral role in this learning process.

“By giving development focused toys that encourage conversation and responsive activities as presents, parents can certainly help to get the most out of each stage of their child’s development and offer a head start over other children.”

Kristian Johnson, marketing manager for Born to Play, adds: “We are always interested to hear from both parents and children alike as to what toys will be at the top of the Christmas list over the festive season.

“Following feedback from both groups we have been working hard this year to develop some ground-breaking toys that are specifically designed to enrich a child's development by promoting fun learning through creativity and interaction.

Case Study: Interactive cuddly toy – My Friend Rupert Bear

One of the most sought after educational toys on the shelves for this Christmas is a new interactive cuddly toy. My Friend Rupert Bear is one of the most advanced toys of its kind on the market.

Using the latest innovations in voice recognition and motion sensor technology, the toy is designed to help children in their most formative stages of development to learn through play.

To achieve high levels of voice recognition, designers at Born to Play visited a number of schools and took more than 4000 voice recordings from a variety of children of different ages and sexes to ensure that both parents and children could easily interact and be understood by the toy.

Modelled on the kids favourite, Rupert Bear, the toy features a number of different tasks and programmes including counting, guessing, drawing and adventure.

Each programme has been specifically designed and ordered to keep children interested and to build confidence with the most popular programmes such as counting ahead of more demanding tasks that require children to use their imagination. The toy also has two settings: beginner for the younger child and advanced as the child’s capabilities develop.

Leah Burman, comments: “I have tested the interactive Rupert toy across a range of young children and could see how easily they interact with it and enjoy the programmes on offer to them.

“Ordering the tasks in such a way ensures that children experience a high level of success and satisfaction when first interacting with the toy. This then encourages them to continue on to try-out more demanding activities and subsequently boosts the learning experience.”


For further information please contact:

Amy Garbutt, Beattie Communications,
Tel. 0113 231 0302 email:

Notes to Editors:

• Martin Yaffe International is a design, import and manufacturing company, established in 1987. It as a major player in the toy, electrical and housewares industries.

• The Company's main activities are the design, manufacture and distribution of character licensed toy products under the Born to Play brand and electrical and housewares products under the Swan brand.

• Martin Yaffe International has also bought the well established 'Beldray' brand and intellectual property rights, together with its associate brands - Kiddiproof, Dennison and Ryland.

• For further information please visit

This press release was distributed by ResponseSource Press Release Wire on behalf of Beattie Communications(Leeds) in the following categories: Children & Teenagers, Women's Interest & Beauty, Education & Human Resources, for more information visit