Impact of the Pandemic on Child Mental Health and the Role of Play in Recovery
New findings from a leading children’s products group reveal that the pandemic and related lockdowns touched a large share of young minds. The study shows that roughly 30 to 45 percent of children experienced notable effects on their mental health. The insights were shared in Altea during the annual guide release, an event presenting 103 carefully selected articles aimed at practical guidance for education and daily life.
During the 2022–2023 awards, part of the Pre-Show Toys framework uniting major national toy industry players, regional leaders contributed to the event. Support came from a Sustainable Economy minister, the managing director of a national toy association, and an AIJU director who helped shape the event’s direction.
The study, carried out with 600 families and children aged 3 to 12, connects the pandemic to higher levels of anxiety, boredom, and pessimism among youngsters. About half report increased irritability and anger. In social interaction, technology use rose by 47 percent, and around 70 percent of children spent less time with friends, although digital connections also enabled virtual ties in many cases.
Worries extend to nutrition and sleep, with 20 to 25 percent of children reporting related issues. More than 40 percent of surveyed families anticipate lasting changes in their children’s futures, especially in social relations, emotional well-being, and overall quality of life.
Play and time with friends emerge as powerful tools to reverse these trends. They help build social skills, promote healthy leisure, and support both physical and emotional well-being.
Another report presented at the event found that 32 percent of families consider sustainability when buying toys, while 44 percent say current supply is insufficient. A discussion with a coordinator for Children’s Studies showed sustainability ranking among the top ten buying factors, alongside price-quality, educational value, and children’s preferences.
The study surveyed 2,800 families with children aged 0 to 12 across Germany, Spain, the United Kingdom, France, and Italy. It found that 79 percent associate a sustainable toy with easy recyclability, recycled or natural materials, and durability. Wood and cardboard are frequently cited as durable materials, and environmental concerns most cited by consumers include energy use optimization and climate change. Proactive steps include educating children about responsible consumption, promoting recycling and reuse, and reducing plastic use.
The guide itself is a project funded by a Department of Sustainable Economy through a regional institute of business competitiveness with a grant of €216,000. It remains the only national context guide approved by consumer authorities that features products with extensive pedagogical and usability testing, including more than 100 hours of free play. With 29 companies and producer groups participating, the edition contributed 109 products, with 103 selected for inclusion. The initiative is viewed as a benchmark for conscious consumption and responsible product development within the toy sector.
Regional leaders noted that more companies now see sustainability as an investment rather than a cost, with ongoing support for research in the circular economy. The guide is described as a resource to inform consumers, reflecting perspectives from researchers, families, and children alike. All products cited have undergone thorough evaluation to confirm their suitability, educational value, and play potential.
Industry representatives emphasized that the guide serves not only as a consumer reference when choosing gifts but also as a showcase of trends in values, sustainability, and inclusive education. The overall sense is that play remains a central element of joy and learning for children.
One coordinator described the project as a flagship effort that amplifies the mission to highlight the importance of play. It creates meaningful impact for families and society, guiding research and the development of new products.
Play, Toys, and Awareness
Toys and games act as powerful learning tools that help develop social and civic values in an engaging, enjoyable way from early childhood. A project focused on child-friendly citizenship aims to raise sustainability awareness through play, funded in part by regional support through a federal program. A visual symbols system was created to identify games and toys that promote positive values, with a rigorous evaluation process that considers each product’s contribution to childhood development.
The symbol system is now integrated into the Guide, reinforcing its role as a practical resource for families, educators, and manufacturers alike.
The overall effort underscores play as a driver of well-being, responsibility, and social growth, while offering a clear path for companies to align with sustainable, educational, and child-friendly design principles.
Source: AIJU studies and statements, 2023.