In celebration of my son’s first birthday, he received an adorable Carson & Co. tool set. I’ll never forget the pure joy on his face when he unwrapped it. It was filled with engaging tools designed for play, and once he saw it, he lost interest in his other gifts, completely captivated by this one. That summer, we had a contractor build a deck, and my son would spend countless hours by his side, hammer and saw in hand. He even took his little tool set to bed and brought it everywhere we went.
I also vividly remember the first time I handed him a tablet. Instantly, my energetic toddler was absorbed, allowing me to enjoy a quiet shower. Pure bliss.
As parents say, the struggle is real. While it’s sometimes easier to hand over a device to keep my child entertained, especially during errands or appointments, I often wonder about the consequences. Recently, I had the opportunity to chat with Emily Carson, co-founder of Carson & Co. and mother of six, about how technology and societal pressures are depriving our children of meaningful, child-led playtime. We discussed the current crisis, potential remedies, and her commitment to the mission of reclaiming childhood.
What motivated you and your partner to launch your company?
Nurturing play has been the foundation of our company since its inception 30 years ago. Both my partner and I came from families of educators, so our passion for children’s development runs deep. We aimed to create toys that serve as a springboard for imagination. The true magic lies not in the toy itself, but in the wonder and discovery children bring to it. Play is vital for kids to form their identities, explore their passions, and develop essential social and cognitive skills needed for future success.
How do you differentiate your products from those of other toy manufacturers?
We strive to create toys that offer a multitude of play experiences: crafts, games, and activities that inspire imagination and encourage discovery. Our first breakthrough was a wooden touch-and-feel puzzle—a simple concept that enhanced traditional play patterns and engaged children’s senses. This approach has guided our design philosophy: to innovate on classic play ideas while maintaining the highest quality and safety standards. We believe toys are fundamentally tools for expanding minds and fostering innovative thinking.
Parenting six children must be quite the adventure! What has that experience been like?
Family is everything to me! Motherhood has helped me rediscover the joy in everyday wonders, from splashing in puddles to picking ripe berries and making wishes on dandelions. My children keep the spirit of curiosity alive within me.
However, raising six kids has also offered me a unique perspective on the evolving nature of childhood. I’ve witnessed firsthand how the rise of technology and performance pressures affect children, including my own.
What changes have you noticed?
For instance, when I took my eldest to sports events, younger siblings would entertain themselves by creating their own games. Nowadays, it’s common to see them gathered around a smartphone or tablet instead. That’s concerning.
We’re beginning to see research linking increased anxiety and depression among youth to excessive screen time, academic pressure, and overscheduled lives that strip kids of their autonomy to play and explore freely. Additionally, schools are often focused on standardized testing rather than nurturing curiosity, which is troubling.
What solutions do you propose?
We need to fundamentally rethink our approach to childhood, parenting, and definitions of success. Through my platform at Carson & Co., I advocate for reclaiming childhood as a time for imagination and exploration. Many parents share the same aspiration: to raise happy, fulfilled children. However, by not allowing them ample time for free play and exploration, we risk stunting their social skills, resilience, and creativity.
I truly believe that providing unstructured time is one of the greatest gifts we can give our children. It’s essential for their development and fulfillment. And let’s not forget, adults need playtime too!
Is working at Carson & Co. all fun and games?
We feel fortunate to do what we love! While we work hard every day, we also strive to infuse playfulness into our culture. Recently, I began hosting “Play-Full Life” discussions at our office to explore how we can integrate more play into our own lives. We launched the #ThrowbackChildhoodChallenge, inviting our social media followers to share nostalgic videos of their childhood play. It’s been delightful to see everyone reconnect with their inner child!
What inspires you? How do you enjoy playful activities?
Music has long been a passion of mine, though I lost touch with it over the years. Recently, I swapped out my usual podcasts for a playlist of favorite songs during my commute. This shift has been transformative, giving me energy and allowing my mind to wander creatively. It’s a simple change that has brought immense joy!
What strategies can parents use to engage their kids away from screens?
Having a list of “weekend play ideas” at the ready can be helpful for redirecting kids when they’re looking for something to do. These activities are great for any day, not just weekends. I like to provide initial inspiration and then let them take the lead. Kids should learn to embrace moments of boredom; it’s in those moments they can cultivate their imagination and creativity.
Thank you so much, Emily!
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In conclusion, fostering play and imagination is crucial for both children and adults. By prioritizing unstructured playtime, we can help our children develop essential skills while also nurturing our inner child, creating a fulfilling environment for everyone.