The future of childhood play will not be defined by a battle between traditional toys and digital technology, but by experiences that seamlessly combine both, according to experts speaking at a special Young V&A panel event hosted by Mattel and The Walt Disney Company.
Held at Young V&A, the discussion explored how play is evolving in an era where children naturally move between physical toys, screens, games and storytelling worlds.
The event, The New Era of Play: How Childhood is Evolving, was hosted by broadcaster Anna Whitehouse and brought together child development specialist Dr Jacqueline Harding alongside representatives from Disney, Mattel and the museum sector.
Children are moving fluidly between physical and digital play
A key theme throughout the discussion was the idea of “blended play” — where physical toys, digital experiences, storytelling and imagination are no longer separate categories, but part of a connected ecosystem.
Speakers agreed that children today don’t distinguish between a toy, a screen or a story in the same way adults often do. Instead, they shift fluidly between them as part of a single imaginative experience.
New UK research commissioned by Mattel highlighted this shift, finding that:
- 75% of parents remain emotionally attached to toys and characters from their own childhood
- 80% have introduced their favourite childhood characters to their own children
- Children engage with an average of five fictional worlds or franchises daily across TV, YouTube, gaming, toys and play
These findings underline how deeply interconnected modern childhood entertainment has become.
“Children’s brains still need play,” says child development expert
Despite ongoing concerns about screen time, Dr Jacqueline Harding emphasised that the fundamentals of childhood development remain unchanged.
“Even though childhood is changing, children’s brains are not,” she said.
“They still need human interaction. They still need traditional toys. They still need the delight and love of play.”
She encouraged parents to move beyond simply measuring screen time and instead focus on how children are engaging with different forms of play.
“Observe your child. See how they’re interacting with the screen, with the toy, how they’re moving from digital to physical and back again.”
Her comments reinforced a broader message from the panel: technology is not replacing traditional play, but reshaping how it is experienced.
Mattel and Disney on how technology is reshaping storytelling
Representatives from Mattel and The Walt Disney Company highlighted how technology is increasingly being used to enhance storytelling rather than replace physical toys.
Céline Ricaud, Director of Marketing Activation EMEA at Mattel, said children naturally integrate digital and physical experiences without seeing conflict between them.
“Kids do not see the discrepancy or conflict between digital and physical. Technology is there in service of the toy. It’s not a toy that’s just tech.”
The discussion also explored how franchises such as Toy Story have successfully bridged generations, maintaining emotional relevance while evolving for new audiences.
Lara Anderson, Disney and Pixar Brand Commercialisation Director, said:
“Nostalgia is very important, but it opens the door. It doesn’t do all the work for us.”
“Families really engage with nostalgia when it is re-expressed for today.”
“The strongest brands respect the past, but they also evolve for today.”
More about Disney can be found at Disney official website and Mattel at Mattel official website.
Museums highlight the importance of imagination and shared play
From the cultural sector, Young V&A emphasised the continued importance of creativity, storytelling and hands-on exploration.
Catherine Ritman-Smith, Head of Learning and Engagement at Young V&A, highlighted the importance of children creating their own narratives through play.
“Children want to make their own narratives, assert their personalities in the world and feel like there’s something that they can control and originate.”
“That shared time together is incredibly precious.”
She also noted that some of the museum’s most popular experiences remain entirely non-digital, reinforcing that physical, tactile play still holds strong appeal.
More information about Young V&A can be found via Young V&A (V&A Museum).
Nostalgia continues to shape modern family play
The panel also highlighted the powerful role nostalgia plays in shaping how families engage with characters and storytelling worlds.
Many parents are now actively introducing franchises and characters from their own childhoods to their children, creating shared cultural reference points across generations.
However, speakers stressed that nostalgia alone is not enough — it must be reimagined for contemporary audiences in order to remain relevant.
The future of play: creativity across every platform
The event concluded with a shared view that while the tools of play may be evolving, the core principles remain the same.
Creativity, imagination, storytelling, exploration and social interaction continue to underpin healthy child development — whether play begins with a toy, a screen or a story.
As families navigate an increasingly connected world, the most successful play experiences will be those that combine physical and digital elements while empowering children to become active creators of their own narratives.
