Johnson’s Baby Philippines unveils the first-ever Shadow Playground in the world

Last March 29, 2014 ,the Johnson’s Baby team in the Philippines joformally launched an innovative venue for active playtime with the opening of the first Shadow Playground at the Market! Market!playzone in Bonifacio Global City today. Forging stronger partnershipsbetween moms and kids through outdoor fun under the sun

Building on the children’s natural fascination for shadows and how this enables them to think creatively while enjoying playing under the sun, Johnson’s Baby found a way to integrate all of these in the building of the Shadow Playground. “We are excited to officially unveil our play innovation found in the Johnson’s Baby Active Fresh Shadow Playground – a first-of-its-kind play platform that allows moms to forge a stronger play partnership with their kids,” shared Johnson’s Baby Senior Brand Manager Kris Llanes.

The 100-square meter Johnson’s Baby Active Fresh Shadow Playground is unlike any other playground in the world because key to enjoying it is a natural phenomenon – the rays of the sun. "Children have a natural fascination for shadows. Shadows behave in a unique way, as if they have a life of their own. They could help children understand the world around them and even themselves. But because children play outdoors less these days, they sometimes miss out on exploring this phenomenon. So we designed the Johnson’s Baby Active Fresh Shadow Playground to help create these important moments of discovery," shared Cristina Tin Sanchez, Executive Creative Director of BBDO Guerrero.

Key consideration in the construction of this innovation is Sun Pathing, wherein the team had to determine where the sun casts its path, then identifying how long or short the shadow is casted on the ground. At a specific path of the sun, templates for playing old and new gamesare cast, such as piko, maze, flamingo, froggy jump, and snakes and ladders.To encourage funtime bonding, game templates have also been designed to encourage moms and their kids to play together.

“Studies show that mothers have the natural inclination to stop their kids from playing under the sun and discourage them from activities that leave them sweaty and smelling offensive or amoy-araw.  We know that active playtime even under the sun is good for kids so we are doing two things:  giving kids access to a novel idea in outdoor play, and introducing the newJohnson Baby’s Active Fresh line developed to allow children more fun time under the sun,” shared Llanes. Thenew Johnson’s Baby Active Fresh bath and powder’s technology releases a long-lasting fragrance upon contact with sweat keeping kids smelling fresh longer.

Childhood icon Bodjie Pascua and popular celebrity mom Camille Prats led guests and their kids in games at the shadow playground.

“Naalalakonungbataakonaanghiligkomaglarosainitngaraw.Angsaya-sayagawin nun and at the same time, angdamiko din natutunansapaglalarotulad ng cooperation and teamwork. I am just happy to share this kind of joy and learning experience with my son Nathan today,” said Camille Prats.

Johnson's Baby believes that as a child grows and becomes more curious about the world, a mother's role grows too - from nurturer, she becomes an enabler as well.  Says Dr. Laura Markham, clinical psychologist and editor of parenting portal ahaparenting.com:  “Play can be the long-sought bridge back to that deep emotional bond between parent and child.  Playful parenting is a way to enter a child’s world, on the child’s terms, in order to foster closeness, confidence, and connection.  When you ‘teach’ an emotional lesson by playing, your child really gets it.  Best of all, playing helps parents and kids feel closer.”

“As a brand, Johnson’s Baby encourages the holistic development of young children through different ways. Key to this is building an advocacy together with our partners at the Department of Education and Play Pilipinas that encourages daily active play for every child’s mental and physical development.  This year, Johnson’s Baby asks mothers to join their children during this hour of daily active play to develop play partnerships that boost the child’s emotional development.  This is why playtime between mom and child are incorporated into the Shadow Playground templates.”

To know more about Johnson’s Baby, Play Days and its products, please visit www.facebook.com/JohnsonsBabyPhilippines.