Hasbro and Birds Eye join forces to encourage quality family time

A new study commissioned by Birds Eye reveals that less than half of the time families spend together is deemed quality time. In response to these findings, Birds Eye is joining forces with another beloved household name, Hasbro, to help parents create more quality family time during the school holidays. This summer, by purchasing four packs of qualifying Birds Eye products, families can receive a classic Hasbro board game for free, valued up to £39.

The research, which surveyed 1,000 parents of children aged 5-17, highlights the top barriers for precious family moments, with some of the most common being household chores (36%), commuting (20%) and after-school activities (14%). Despite these challenges, six in ten parents recognise the importance of quality family time in fostering togetherness, creating lasting memories and supporting emotional well-being.

The importance of quality family time 

The study found that parents are actively seeking to build more of these moments into their busy schedules, with 51% finding creative ways to spend time together, such as playing board games, hosting movie nights and eating together as a family. The dinner table remains a crucial venue for meaningful conversations and connections, with 89% of parents believing it’s where these important interactions occur.

Challenges persist though, with 19% of parents noting a decrease in quality family time over the past three years due to work commitments, conflicting schedules and the rise of digital technology. Financial constraints also play a role in how much quality time families spend together, as 53% of families struggle to afford days out and 54% find it hard to justify household budgets for entertainment.

Read more: toyworldmag.co.uk/hasbro-and-birds-eye-join-forces-to-encourage-quality-family-time/