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Real Play Coalition

The Real Play Coalition (a partnership between Unilever, IKEA, The LEGO Foundation and National Geographic) enlisted Creature & Co. to help them promote the power of play amongst digitally-savvy families.


Unilever, IKEA, The LEGO Foundation and National Geographic.


To help unlock the potential of play in child development by bringing play-spiration to families across the globe via a Real Play Coalition website and app.

What we did

We understand how hard it is for time-poor parents to dedicate time for play, and often, to see the real benefit behind it. The mission of the Real Play Coalition is to encourage decision makers (like parents, teachers and policy-makers) to recognise the developmental, emotional and physical benefits of play.

Working closely with the Coalition, we built and populated two digital platforms with hundreds of engaging play activities, including a ‘play generator’ that finds personalised, simple play activities for families of all sizes and abilities.

A selector mechanic allows users to set their own criteria – such as whether you’re playing indoors, outdoors or on-the-go, plus the ages and number of children – providing a range of suitable play suggestions that can be done anywhere, at any time.

We introduced the Real Play Coalition to the National Geographic Kids audience through in-mag content specifically targeted at parents, as well as running an exclusive reader survey that gauged sentiment towards playtime — offering invaluable insight to the Coalition.



STRATEGY: Education, Creative.
INSIGHTS: Content research & verification.
CONTENT: Creation.


GOAL 3: Good Health & Wellbeing
GOAL 4: Quality Education
GOAL 10: Reduced Inequalities


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