By Sibylle Dorndorf

The Mehr Zeit für Kinder e.V. association (MZFK in short and “More Time for Children” in English) was established in 1989. By the standards of the time – before the internet and smartphones – the toy world still seemed to be humming along quite normally. Therefore the mission of the founding companies appeared visionary: 

Lego, Ravensburger, Märklin, Mattel, the Vedes and idee+spiel specialist trade organisations had joined forces to encourage families to spend more time together – to play, do things and be intentional about their shared leisure pursuits. The project was looked upon with mild amusement at the time, as those things still seemed a given. In retrospect, we have to marvel at the foresight of the founders: they could not have known the true extent of the media overload coming down the tracks, and with it the growing importance of families deliberately carving out quality time. The hours children spent watching TV were pretty much the only real problem, and the subject of much debate – but then again, there have always been and will always be couch potatoes. 

DVSI and MZFK: joint projects and shared goals

The Mehr Zeit für Kinder association set out many areas of activity for its work in its early years. It tackled socially relevant topics, came up with projects designed to solve problems and brought its initiatives to the wider public. As managing director, Simone Linden was entrusted with developing these concepts, trialling them in practice and promoting their use. From an early stage, she recognised the important multiplier effect of collaborating with daycare centres and schools. “We define themes and devise study and information materials with partners from business, academia and pedagogy with a view to reinforcing the collective education of young people. We then bring these to daycare centres, afterschool clubs and schools across Germany”, said Linden, explaining the approach.

In 2007, MZFK launched a joint education initiative together with the German Association of the Toy Industry (DVSI). Two projects that emphasise the value of offline play for childhood development – "Spielen macht Schule" (setting an example for education through play) and "Kita-Spielothek" (daycare game arcade) – were developed with support from the ZNL Transfer Centre for Neuroscience and Learning and through cooperation with the ministries of education and cultural affairs in all 16 states of Germany. These initiatives firmly established the association in the educational landscape and increased awareness of the value of play.

The persuader

Simone Linden’s name is closely linked with MZFK. A tireless trailblazer, she is truly passionate about the projects she initiates with her team. Her method of learning by doing has opened up new vistas for the companies supporting the association, not least with respect to the needs of families with children, but also in terms of product development and testing. Thanks to Linden’s efforts, MZFK’s scope of work has become more complex over the years. However, persuading companies in the industry to show their support has not gotten any easier. Simone Linden is used to finding doors closed to her. But if she has no luck getting in the front, she finds a way in through other channels in her unremitting search for new partners, sponsors and supporters. She admits this is no easy undertaking. Projects with no directly observable success often find themselves placed on the back burner in an industry that is constantly facing new challenges and imponderables, as is currently the case. But investing in marketing budgets alone is a short-sighted approach – and far too one-dimensional given the changing preferences of families. Parents can no longer afford to fully insulate their children from the effects of tightened purse strings. Toys are not simply a given these days.

Focus on families with children

Few outsiders realise how much effort must be invested by companies in understanding the lifestyles and playing habits of their target markets in order to identify their needs and acquire them as customers. Time waits for no one. Today’s insights are tomorrow’s old news. Products in the toy industry must withstand the scrutiny of the most discerning and multifaceted of all target groups: children. Not to mention parents, who only want the best for their offspring. And “the best” comes in many different shapes and sizes. So where should companies begin? 

Maybe simply where the problems lie. Simone Linden’s ideas are based on precise observation and analysis of the prevailing societal and social structures, trends and the changing lifestyles of families. The wealth of insights she has gleaned over the years and her excellent network show and prepare the way for her.

Promoting better health outcomes 

Simone Linden added a health component to MZFK’s mission when the German Prevention Act was introduced in 2016. Today, the association has extensive expertise in this complex area. “Expanding our work to include exercise, healthy eating and relaxation was a natural step made possible by our close ties with families and educational establishments. More than 1,000 courses and projects designed to incorporate health promotion into daycare centres and schools through play have been developed in cooperation with over 30 health insurers, including the Association of Substitute Health Insurance Funds (VdEK)”, says Linden.

The Prevention Act aims to promote health and prevent illness through targeted action and places great emphasis on measures aimed specifically at children, young people and their families. Through its close cooperation with health insurers, MZFK can implement and finance action in this complex area that is in line with statutory requirements.

And while Simone Linden and her team are bringing measures in this new business area to life, the Spielwarenmesse is highlighting a trend that fits right into this spectrum.

More than just a trend: Healthy Heroes

What’s hot in the toy sector? It’s the job of the Spielwarenmesse’s trend scouts to find this out. The trends highlighted and showcased at the Spielwarenmesse are not passing fads based on short-term hype. Instead, they are increasingly focused on lifestyles, consumer behaviour and attitudes to various topics. In other words, these are trends that reflect megatrends moving into the industry spotlight.

Simone Linden believes the Spielwarenmesse’s embrace of this trend is an important signal for the industry as a whole: “The Spielwarenmesse is sending a clear message with the Healthy Heroes trend, which I’d actually describe as a movement. It’s about encouraging the development and marketing of toys that support healthy living.” After all, although “play” is not specifically mentioned in the Prevention Act, it’s clear that information on things like exercise, nutrition and relaxation can only be conveyed to children in particular through play. 

Learning new ways of living through play 

This is where the association’s strengths lie: linking play with sustainable health promotion. Simone Linden says, “Over 300 vocational school classes with 7,500 aspiring educators have already been trained on relaxation techniques. In Hesse, 102 schools have been advised on improving school meals. And more than 500 daycare centres across Germany have received support on teaching healthy eating and resilience to kids. Lawmakers require a professional approach – training, evaluation and documentation are just as important as sustainability and structural change.” Patience and a lot of staying power are needed for this, both of which Linden has already had to acquire over the years in order to lead MZFK into the future. “Our projects promoting mindful eating and healthy school meals in cooperation with the German Nutrition Society (DGE) in Hesse as well as the training of educators who will pass on their knowledge to young children are successful examples of how health promotion can be integrated.” 

Identifying opportunities

Do the businesses in the industry – caught in an increasingly complex net of excessive paperwork, political uncertainty, sales difficulties and global flashpoints – recognise a new market to be seized here? Simone Linden sees the Healthy Heroes project – which will be imbued with content and vividly showcased at the Spielwarenmesse 2025 – as valuable food for thought, which the association can help companies to make a reality with the expertise it has gained: “Given our deep roots in education and close ties with families, we understand the needs and challenges of these target groups. This experience, paired with our expertise in promoting better health outcomes, makes us the ideal partner for industrial companies. We can help them to develop innovative products and marketing strategies that are not only successful but also make a positive contribution to children’s health.” 

Linden says the specifics have to be worked out on a case-by-case basis: “By collaborating with MZFK, companies can develop products that serve the growing need for toys that promote good health. This will not only ensure commercial success by opening up new business areas but also contribute in a sustainable way to children’s health and well-being.” 

At a time like this when sales are no longer skyrocketing, it is imperative that companies strike out in new directions. Sustainable product development and launch strategies are needed following the constantly accelerating carousel of innovation in recent years. Simone Linden is also aware of this: “We can shape the future of the toy industry together and ensure that children grow up healthier and happier.” 

A social mission for the toy industry

Is the Healthy Heroes trend coming just at the right time? It would seem so. Increasingly, a healthy lifestyle is slipping down the priority list in families – whether due to lack of time, overload or limited financial resources. This makes it all the more important that children are introduced through play to the topic of health using innovative products and concepts in daycare settings and schools as well. The Mehr Zeit für Kinder association can be an important partner in this. With its many years of experience at the intersection of play, health and education and its effective network to families, health insurers and institutions, MZFK can provide a stable and strong basis for the implementation of suitable initiatives.

Baby boomer grandparents and the young generations of parents alike see the benefit of a healthy, mindful lifestyle. There is an increasing focus on the topic of longevity – the art of living well for a long time. Parents and grandparents want to pass these ideas on to future generations. They are specifically looking for products that combine health, education and sustainability. The toy industry can play an important role here.

Hence Simone Linden’s appeal: “There are already products that fit this description and only need to be explained and marketed in the right way. Use the resources that are there and build on them to further reinforce the Healthy Heroes trend.”

About the author:

Sibylle Dorndorf has been covering the toy industry for almost 30 years. Most recently, the journalist was editor-in-chief of the TOYS family of magazines at publisher Göller Verlag in Baden-Baden, Germany. Her passion: companies that reinvent themselves, brands that credibly position themselves, people who have something to say and products with a future.