Facing down the summer holidays and a house full of children whining that they’re bored, or rotting in front of their screens? Perhaps it’s time to give them some gainful employment.
Kids arts and crafts retailer The Works has hired three under-10s to highlight the need for screen-free summer holidays. Jaskirat, five, and two seven-year-olds Coco-Rae and Freddie are their new employees — although they’re too young to drink coffee or commute unaccompanied.
Don’t worry though, they’re not going to be sent up chimney’s or down the minds, those traditional methods of UK child labour. The trio have been assigned to a new Boredom Board where they spend their days testing and approving products that provide screen-free entertainment.
Jaskirat has been given the title of CFO — Chief Family Officer — while Coco-Rae is the Outdoor Activity Director and Freddy is Head of Rainy Days.
“They may be small, but they’ve got big ideas and an even bigger mission,” said The Works CEO Gavin Peck. The Boredom Bored will “help families across the UK, providing practical solutions along with some great product recommendations for when boredom strikes this summer,” he added.
While the trio look undeniably adorable in their tiny suits, they have a serious issue to solve. A whopping 80 per cent of London parents report that they are feeling overwhelmed by the prospect of keeping their children amused over the summer holiday’s. And 35 per cent report that hearing the dreaded phrase “I’m bored” causes their stress levels to skyrocket. London is also the region most likely to give their children a phone if they complain of being bored.
Most concerningly, a third of parents admitted that they would reach for a screen to keep their children amused, despite the increasing body of research suggesting that excessive time using digital devices hinders childhood development.
Instead of loading up an iPad game or starting a YouTube playlist, The Works wants parents to consider its range of books and arts and crafts supplies as a screen-free alternative.
Even if boredom strikes and can’t be staved off, that’s not necessarily a bad thing explains Dr Amanda Gummer, a psychologist and child development expert. “Boredom is a brilliant springboard for creativity,” Dr Gummer explains. “When children aren't spoon-fed entertainment, they’re more likely to use their imagination, come up with ideas, and discover what truly interests them.”
So, put down the screens, unleash the crafts supplies, and don’t panic when you hear a chorus of “I’m bored” start up. Alternatively, you can always see if The Works has any more jobs going to keep them out of mischief with a job.
