Backed by Innovate UK, Play Moments is the only early childhood project awarded in this round of government funding and for good reason. At a time when nearly 80% of UK parents worry about their child’s screen time, and millions of families lack access to affordable early learning resources, Play Moments offers a different path forward.
Play Moments delivers easily actioned short activities, which are all tailored, personally, to each unique family and the materials they already have at home. Advances in brain science have shown that early childhood has direct implications for our development – this can affect a child’s academic future, social life and wellbeing outcomes. Having early, positive experiences can strengthen key neural connections, whilst the absence of enriching experiences can inhibit a child’s development.
The Play Moments approach is informed by evidence-based research, giving parents the confidence that each activity meaningfully supports their child’s growth, even in the simplest of moments.
No fancy equipment and no prep - just simple, yet powerful play ideas that help children aged 3–7 build on their focus, confidence, creativity, and positively impact their emotional wellbeing, while helping parents feel connected to their child’s development and supported through the process.
“This isn’t about adding another app to your day. It’s about creating space for the moments that matter,” says Ioana Axinte, Co-founder, Play Moments. “We’re here to reimagine what tech can do when it’s designed with empathy, and when it’s used to bring families closer together, not pull them apart.”
Whether it’s a “kitchen treasure hunt” or a quick calming exercise, each activity is designed to fit naturally into busy routines, using materials most families already have at home - thanks to this new government grant, the next phase of development will make Play Moments even more accessible, particularly for low-income households, underserved communities, and parents who want less screen time and more connection.
“This project is about meeting families where they are,” says Kelly Evans, CEO of Social Change, one of the project’s core partners. “With the right support, every parent can create magical moments of connection, even with very little time or money. That’s what Play Moments delivers.”
Why It Matters. Especially Now
- Over 3.5 million UK children lack access to affordable early development tools
- 1 in 4 children in England start school behind on key developmental milestones
- And in regions like the West Midlands, that figure rises to 1 in 3`
By helping families access quick, meaningful play ideas without the pressure to be perfect, Play Moments offers a cost-free, guilt-free, screen-free solution that’s rooted in joy, simplicity, and science.
Families, educators and partners passionate about early childhood development - we’d love to hear from you. To learn more, get involved or connect with the team, visit playmoments.app.