New research from ParkLives, a free activity programme from Coca-Cola Great Britain delivered in partnership with local authorities, has found that two thirds of parents (61%) struggle to find activities that the whole family enjoys doing together. The research also revealed that a number of popular games such as rounders, hopscotch, skipping and ‘What’s the time Mr Wolf?’ have fallen out of fashion with children today.

Rounders, which was played by three quarters of adults growing up, is now played by less than a third of children (75% vs 32% respectively). Similarly, less than a third (31%) of children play hopscotch and only a quarter (24%) play ‘What’s the time Mr Wolf?’

Hide and seek is one game that has stood the test of time - nine out of 10 (93%) grandparents played it growing up as did 87% of parents, and today nearly two thirds (62%) of children still play it.

As nine out of ten parents (91%) say they wish their family had the opportunity to play outdoors together more, ParkLives is calling on mums and dads to bring back the games they loved as children this summer to get the whole family outdoors and enjoying their local parks and green spaces.

A poll of 2,500 UK adults also found that:
• When it comes to activities, parents are looking for games that every age can enjoy (36%), are easy to understand (32%), don’t need equipment (25%) and are free (18%).
• A third of adults also admit that finding time to play together is the biggest barrier, despite two thirds stating that playing outside together does bring them closer as a family

This summer, ParkLives is running free outdoor activities for families in parks and open spaces in six cities across the UK. Hundreds of activities are on offer including classic games such as rounders and multi-sport games sessions, all run by coaches from the local area.

Anna Yusuf, a ParkLives coach who runs Nostalgia Games sessions as part of ParkLives in London, said: “Getting outside as a family is a great way to keep everyone active and feeling good this summer. Games like rounders, hula hooping and skipping are free, fun, fast to learn and great for bringing the community together.

“The summer holidays are the perfect chance to play the games we all remember from our childhood, so we are excited to invite families, neighbours and friends of all ages to get together outdoors this summer, have some fun and make the most of their gardens and parks, whatever the weather!”

The research also found that teamwork, socialising and communication are the key skills learnt while playing games (according to 68%, 60% and 57% of parents respectively).

Liz Lowe, ParkLives project manager at Coca-Cola Great Britain: “It’s great to see that after all these years hide and seek remains the nation’s favourite outdoor game. It really is a game that spans the generations and has stood the test of time.

“Through ParkLives we’re putting on some of these much-loved games this summer as well as lots of other activities that the whole family can come together and enjoy. The programme is all about bringing people together to enjoy fun, free activities in their local green spaces.”

Dr Amanda Gummer, expert on play and development and founder of Fundamentally Children: “Free, inclusive family activities promote attachment, create memories and help children learn that the best things in life really are free. The beauty of these games is that they can be played at any age and any ability so are accessible to all the family. It’s great to see an initiative like ParkLives that will see children and parents alike rediscover the benefits of real family fun.”

ParkLives is part of Coca-Cola Great Britain’s commitment to help get one million people active by 2020. The programme is run currently running in London, Birmingham, Manchester, Nottingham, Newcastle and Glasgow.

ENDS

Notes to editors:

Research completed with 2,540 adults aged 30+ with at least one child aged 5-13. 500 of these were grandparents with at least one grandchild aged 5-13. Completed between 04/06/15 to 15/06/15.

 

Common childhood games and their popularity over three generations

 

Adults played growing up (grandparents and parents combined)

Grandparents played growing up

Parents played growing up

Children play today

Hide and seek

88%

93%

87%

62%

Tag / it / catch / chase/ tig

81%

81%

81%

56%

Rounders

75%

81%

73%*

32%*

Riding a bike

77%

81%

76%

64%

Hopscotch

71%

76%

70%

31%

Skipping

64%

68%

63%

41%

What’s the time Mr Wolf?

58%

58%

58%

24%

Football

57%

48%

60%

60%

Tennis

55%

56%

55%

30%

Frisbee

55%

32%

60%

35%

Media contacts

For supporting imagery and interviews, please contact:

Katie Allsopp or Rachel Silver at Blue Rubicon:
katie.allsopp@bluerubicon.com / rachel.silver@bluerubicon.com / 020 7260 2700

About ParkLives:
ParkLives from Coca-Cola Great Britain is run in partnership with local authorities and delivers free sessions in 140 parks and green spaces. A range of activities are on offer from favourites such as tennis, football and rounders alongside more unusual activities including family yoga and tai chi.

All of the sessions are free and suitable for all ages and abilities. To view the full timetable, find your nearest park or to book onto a class go to www.parklives.com

About Coca-Cola Great Britain:
Coca-Cola Great Britain is responsible for marketing 19 brands and over 100 products to consumers across Great Britain. Led by Coca-Cola, one of the world's most valuable and recognisable brands, our company portfolio includes Fanta, Sprite, Dr Pepper, Oasis, glaceau vitaminwater, glaceau smartwater, Schweppes, 5 Alive, Lilt, Kia Ora and Powerade. For more information about Coca-Cola in Great Britain, please visit our website at www.coca-cola.co.uk.