MANILA, Philippines - The Johnson’s Baby team in the Philippines formally launched an innovative venue for active playtime with the opening of the first Shadow Playground at the Market! Market! playzone in Bonifacio Global City.
Building on children’s natural fascination for shadows and how this enables them to think creatively while enjoying playing under the sun, Johnson’s Baby found a way to integrate all of these in the Shadow Playground.
The 100-square meter Johnson’s Baby Active Fresh Shadow Playground is unlike any other playground in the world because key to enjoying it is a natural phenomenon – the rays of the sun.
“Children have a natural fascination for shadows. Shadows behave in a unique way, as if they have a life of their own. They could help children understand the world around them and even themselves. But because children play outdoors less these days, they sometimes miss out on exploring this phenomenon. So we designed the Johnson’s Baby Active Fresh Shadow Playground to help create these important moments of discovery,†shared Cristina Tin Sanchez, executive creative director of BBDO Guerrero.
Key consideration in the construction is Sun Pathing, wherein the team had to determine where the sun casts its path, then identifying how long or short the shadow is cast on the ground. At a specific path of the sun, templates for playing old and new games are cast, such as piko, maze, flamingo, froggy jump and snakes and ladders.
To encourage fun time bonding, game templates have also been designed to encourage moms and their kids to play together.
“Studies show that mothers have the natural inclination to stop their kids from playing under the sun and discourage them from activities that leave them sweaty. We know that active playtime even under the sun is good for kids so we are giving kids access to a novel idea in outdoor play, and introducing the new Johnson Baby’s Active Fresh line developed to allow children more fun time under the sun,†shared Johnson’s Baby senior brand manager Kris Llanes.