Mattel, Mattel Children’s Foundation and KABOOM!,joined forces to make the case that play matters, producing a major study with children about how to get kids playing more, a compelling summary of existing research about play’s benefits, and accompanying videos that we hope will inspire others to act. ThePlay Everywhere video and accompanying Play Everywhere publication are an initial look at what we heard directly from kids. Most importantly, kids want to be challenged, to use their imaginations, and have the opportunity to bond with their friends.