Nearly half of parents spend less than an hour a week playing with their child, as most say they want to do more

Almost half of UK parents say they spend less than an hour playing with their child across the working week, according to new research from CBeebies Parenting.

The survey, conducted by Ipsos in February 2026, highlights a familiar tension for many mums and dads, wanting to make magical memories, but feeling stretched by work, tiredness and everyday life. The good news is that parents are clear on one thing. Play matters.

Busy schedules are squeezing playtime at home

The survey of 575 UK parents with children aged 0 to 6 found that 48% spend less than an hour playing with their child across the working week.

Almost half, 44%, say they struggle to find enough time to play, while 83% wish they could spend more time playing together.

Parents are also looking for more support. Over half, 51%, would like more ideas on ways to play, and 25% admit they are unsure what their role should be during playtime. More than a third say they find playing with their child difficult, and 15% say their child prefers screen time over playtime.

Parents see the difference play makes

Despite the time squeeze, families are clear about the benefits. Three quarters of parents, 75%, say play strengthens their relationship with their child, and 46% notice stronger bonding after playtime.

Parents also report seeing developmental gains:

• 36% notice improvements in imagination and creativity
• 36% see progress in speech and language skills
• 32% say play boosts their child’s confidence and independence

It is this powerful link between simple moments and long term impact that inspired CBeebies Parenting’s latest campaign.

The power of everyday play

To mark the launch of Andy’s Dino Island, CBeebies Parenting hosted a special event at the Natural History Museum, featuring a live bonus episode of the CBeebies Parenting Download podcast.

Parents are under huge pressure, and many feel that play has to be perfectly planned or time-intensive to be meaningful

The discussion brought together child development expert Dr Amanda Gummer, celebrity parents Olivia and Alex Bowen, and much-loved preschool presenter Andy Day to explore realistic ways families can build more play into daily routines, without pressure or perfection.

Dr Amanda Gummer, child development expert, said: “Parents are under huge pressure, and many feel that play has to be perfectly planned or time-intensive to be meaningful. This research shows just how common those feelings are, with 44% of parents saying they struggle to find enough time to play and 83% admitting they wished they could play with their child more.”

Her message was clear, play does not need to be elaborate to count.

‘Parent guilt is real’

Parents Alex and Olivia Bowen, who are supporting the campaign, spoke candidly about the juggle many families face.

They said: “Like so many parents, we know how easy it is for playtime to slip down the priority list when life gets busy and parent guilt is real. Between work, tiredness and everyday responsibilities, there are days when you feel like you could be doing more.”

They added: “Like other parents in the research, we’ve been looking for more advice and ideas for play, especially with a new baby.”

Their comments reflect a wider feeling among millennial parents who are trying to balance work, family life and the desire to be present.

For CBeebies presenter and dad of three Andy Day, the pressure is something he recognises too.

At the launch of Andy’s Dino Island, created with the BBC Natural History Unit to spark imaginative play through prehistoric adventure, Andy Day said: “Even I feel the pressure to be the best person to play with my children, and CBeebies Parenting helps to inspire grown-ups and CBeebies sparks imaginative play in little ones, that they get so much benefit from – both educational and fun.”

Andy’s Dino Island starts on 16 March on CBeebies and BBC iPlayer.

Where parents can find play inspiration

Alongside the new series, CBeebies Parenting has released two special podcast episodes focused on play, including the live bonus episode recorded at the Natural History Museum.

Other new launches aimed to help parents and carers to ease the pressure include new maths videos from Andy’s Dino Island and the latest season of Bluey on BBC iPlayer, packed with everyday play inspiration from the Heeler family.

For families feeling stretched, the message from experts and parents alike is reassuring. Play does not have to be Pinterest perfect or hours long to make a difference. Even small, joyful moments together can strengthen bonds, spark imagination and build confidence, one dinosaur adventure or living room dance party at a time.

*The survey of 575 parents of children aged 0 to 6 was conducted by Ipsos for CBeebies in February 2026.

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