Episode 25 - The Danger of Directions: Why Brands Shouldn’t Police Play
In Cast Away, Tom Hanks didn’t survive by following directions. He survived by reinventing what was around him. A tarp became shelter, ice skates became a knife, and yes, a volleyball became his companion. That’s the essence of human creativity: reimagining, repurposing, and redefining. And that’s exactly how kids play. They don’t look at toys and see “the correct way.” They see possibilities. Which is why the biggest danger in our industry isn’t kids ignoring directions, it’s brands insisting on them.
Why “One Right Way” Toys Fall Flat
I was recently reminded of this when a toy brand emailed me after I featured their game. Their request was simple: “If you show it again, please stick to the directions.”
But kids don’t play by the directions. They bend them, break them, and rebuild them into something new. And that’s not misuse. That’s the very essence of play and imagination.
When companies police play, they’re not protecting the toy. They’re limiting the child. And in doing so, they limit their own brand, too.
The Developmental Magic of Off-Label Play
Every time a child makes up a new rule, reassigns a role, or turns a game into a story, they’re building skills that last a lifetime.
Creativity: inventing new ways to play trains kids to think outside the box.
Critical Thinking: asking “what else could this be?” stretches problem-solving muscles.
Resilience: when their new rules flop, they adjust, adapt, and try again.
This is how kids learn to be flexible thinkers in a world that doesn’t always come with instructions.
Why It Matters for Brands, Too
Parents aren’t looking for one-and-done toys. They want staying power—the kind of toy that grows with their child, sparks new ideas, and keeps coming off the shelf week after week.
Toys that allow kids to remix and reinvent last longer in homes, get recommended more often, and earn stronger word-of-mouth. In other words: toys that embrace imagination don’t just help kids thrive—they help brands thrive.
Rethinking How We Design and Market Play
So what does this look like in practice?
Design with flexibility: test whether kids can bend the rules and still find joy.
Market the remix: highlight kid-created variations in your ads or packaging.
Celebrate unexpected play: if it’s safe, lean into it—because unexpected is often unforgettable.
Final Thought
The real danger of directions isn’t that kids ignore them. It’s when brands cling to them.
Because when kids remix play, they’re not breaking the toy. They’re building the skills that make them creative, resilient, and confident thinkers.
And when brands embrace that? They stop selling products and start selling possibilities.
