Children's Entertainment Brand Launches Fight against Nation's 'Imagination Deficit'
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Children's Entertainment Brand Launches Fight against Nation's 'Imagination Deficit'

Pump It Up Announces 'Save Childhood, Support Imagination' Campaign, Urges Parents to Sign 'Imagination Declaration'

TEMPE, Ariz. - April 2, 2013 // PRNewswire // - Concerned that active, imaginative play among children is on the verge of extinction, Pump It Up, a national leader in the children's entertainment category, is fighting to reverse that trend through a proactive "Save Childhood, Support Imagination" campaign that urges Moms to commit to increased imaginative playtime and provides tools to help them accomplish this goal.

To kick off the national initiative, Pump It Up is encouraging Moms to sign an "Imagination Declaration," in which they commit to 1 hour each day engaging in imaginative playtime with their children in an effort to result in lifestyle changes for families across the country. To pump up parents for the challenge, the company has also created a fun "Imagination Evaluation", a quiz to help Moms and their kids measure their imaginations.

As an added resource, Moms who sign the pledge can opt-in to receive a monthly email with helpful tips to keep their pledge to Support Imagination at home. Moms are also encouraged to visit the Support Imagination blog for additional creative ideas, research and insights on increasing imaginative playtime for kids throughout the year.

According to the American Academy of Pediatrics, imaginative play is essential in child development, and is a critical element contributing to their cognitive, physical, social, and emotional well-being. Research shows that imaginative play is important in developing children's social skills, self-control and emotional strength.

"Our arenas and giant inflatables help spark a child's imagination. They can pretend, explore, create new games and learn new skills – all while having fun," said Pump It Up CEO, Lee Knowlton . "We all remember our childhood days of simple imaginative play like building forts or playing hide and seek. This kind of imaginative play is giving ways to more passive activities, which could create a serious imagination deficit. At Pump It Up or at home, we Support Imagination."

In addition to the campaign, Pump It Up has made some changes in its own private party franchises across the nation to encourage imaginative play. Recently changing its tagline to "Pump It Up: Where Your Imagination Comes to Play," the company rolled out "Adventure Parties," which take children through imaginary journeys as Pirates and Superheroes with new experiences added each year.

Pump It Up has continued to develop, test and rollout programs to stimulate creativity and foster imaginative play, such as Imagination Blocks, Cyclone Blast and Motion Mania. The company continues to expand its portfolio of imaginative attractions through system-wide research, gaining franchise owner feedback at company Imagination Summits and through testing at its corporate-owned location in Tempe, AZ.

To learn more about "Save Childhood, Support Imagination," test your imagination with the "Imagination Evaluation," and sign the "Imagination Declaration," visit

About Pump It Up

The national leader in the children's entertainment category, Pump It Up is a 150-unit franchise specializing in private birthday parties and programs like field trips, camps, seasonal events, and Pop-In Playtime™ − an open to the public jump time offered for kids to engage in active play in a safe and controlled indoor environment. Known by most parents as their "kids' favorite place," Pump It Up prides itself on offering a trained, safety-oriented staff committed to serving families in a fun stress-free environment. For your local Pump It Up locations, holiday hours, and events, visit

Media Contact:

Mary Hedge
Fishman PR & Marketing





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