Parents are prioritizing storytelling and creativity activities with their children to prepare them for the future, according to a recent study.

The survey of 2,000 parents of a Gen Alpha child examined early childhood development and how it’s impacted by playtime and creative storytelling. 

Along with that, it also looked at how parents believe artificial intelligence (AI) will impact their children’s careers and ways they’re planning ahead for it.

Parents reported that their children displayed, or will display, the most creativity at age seven. However, more than a third (36%) predicted that their child’s creativity and imagination will decline as they get older.

Conducted by Talker Research and commissioned by Littlest Pet Shop, the survey found that creativity is a top consideration for parents, as most (85%) reported that creativity is a skill that will help their children stand out in the future job market. 

The research also revealed that parents believe AI will have an impact on the youngest generation and their creativity.

Nearly half (47%) of those are worried about AI impacting job availability for their kids and 45% are concerned AI will harm their children’s ability to generate new ideas and original thoughts.

Taking a step back to see the whole picture, 68% of parents reported that today’s children are more creative than they were at their age.

When asked which skills they believe are most essential in childhood development, parents said creativity (69%), problem-solving (63%) and social skills (63%). 

Four in five parents (81%) also believe storytelling should be a part of their child’s daily schedule and to foster the unique skill of creative storytelling, parents are reading to their kids (54%), telling them stories (52%) acting out stories with their children (35%) and playing dress up (30%).

“The importance of cultivating creativity in early childhood development can’t be emphasized enough,” said Maureen Dilger, vice president of global brand marketing at Basic Fun!, manufacturer of Littlest Pet Shop. “And under the umbrella of creativity, there’s creative storytelling. This is an essential skill that kids will carry and use throughout their entire lives and in their careers. It’s so important that parents have easy and accessible ways to help their kids grow the skill of creative storytelling.”

Nearly all parents (91%) said toys are important for imagination development in children and almost half (46%) will prioritize buying toys that help with creativity building and imagination.

A third (36%) also prioritize buying hands-on toys for their kids.

Parents are cultivating creativity during playtime by encouraging drawing (62%), listening to music (55%), completing puzzles (48%) and dancing (40%). 

However, three-quarters of parents surveyed (76%) wish they had more ideas for engaging in imaginative play with their child. 

“The study found that although parents do want to cultivate creativity and imagination in their kids, they wish they had more tools to encourage these skills even more,” said Dilger. “A good option for these parents is to look to trusted brands to get new ideas to help their kids grow their creative storytelling skills.”  

Survey methodology:

Talker Research surveyed 2,000 U.S. parents with a Gen Alpha child (born between 2010-2024); the survey was commissioned by Littlest Pet Shop and administered and conducted online by Talker Research between Aug. 30 and Sept. 4, 2024.