In celebration of my child’s first birthday, we received an adorable tool kit from Carter & Co. I will always remember the joy on his face when he discovered it. The kit was packed with engaging tools that he could actually use, and once he saw it, he completely ignored all the other gifts. He was so absorbed that he refused to open anything else. That summer, we had a contractor building a deck, and my son spent countless hours mimicking him with his little hammer and saw. He even took his toy kit to bed and carried it everywhere.
I also vividly recall the first time I handed him a smartphone. Instantly, my rowdy toddler was captivated, allowing me a rare moment of peace to take a shower. It felt like a small victory.
As many parents will tell you, this balancing act can feel overwhelming. It’s often much easier to pass a device to my child when we’re navigating through errands or appointments. But I can’t help but wonder, at what cost?
Recently, I had the pleasure of chatting with Lily Carter, co-founder of Carter & Co. and mother of six, about how children today are missing out on the benefits of genuine, child-led play due to the overwhelming influence of technology and societal expectations. We discussed the current crisis, potential solutions, and her commitment to the mission of Reclaiming Childhood.
What prompted you and your husband to establish your company?
The importance of nurturing play has been a core principle of our brand since its inception three decades ago. Both Doug and I grew up with parents who were educators, so our desire to contribute to children’s development has always been in our DNA. We wanted to create toys that act as a launchpad for imagination. The real magic isn’t just in the toys themselves, but in what children bring to them—their sense of wonder and discovery. This is how kids learn, forge connections, and expand their minds to embrace the endless possibilities of life. Play is vital for children to shape their identities, discover their interests, and cultivate the essential social and cognitive skills that will lead them to success and fulfillment.
How do you differentiate your products from other toy brands?
We aim to create products that offer children a variety of play experiences—whether it’s toys, crafts, or games that spark curiosity and send them on adventures of discovery. Our first big hit was a wooden touch-and-feel puzzle of a farm. It was a straightforward concept—enhance a classic play pattern with a sensory twist to engage kids. This approach has been central to our philosophy: reimagining traditional play methods to develop fresh, appealing ideas while maintaining the highest quality and safety standards. Ultimately, we believe toys are tools for expanding the mind and igniting innovative thinking.
What has it been like to raise six children?
For me, family is everything! Motherhood has allowed me to rediscover joy in the simplest things. My children have opened my eyes to the beauty in everyday moments—like puddle splashing, picking ripe raspberries, and wishing on the first star of the night. They’ve helped me keep the spirit of curiosity alive within me.
However, being a mother of six has given me a unique perspective on the evolving nature of childhood. I had my first two kids in my twenties, the next two in my thirties, and the last two in my forties. This journey has allowed me to witness the profound impact of rising technology and the pressures of performance culture on children—mine included.
What changes are you observing?
For instance, I remember taking my older kids to sports events, where younger siblings would be actively playing on the sidelines, using their imaginations. Nowadays, it’s common to see them glued to a smartphone or tablet. This shift is concerning!
We’re beginning to see research linking increased anxiety and depression among youth to excessive screen time, academic pressure, and a packed schedule that leaves little room for self-guided play. Additionally, there’s the educational aspect, where schools focus more on standardized testing rather than fostering children’s innate curiosity.
What solutions do you propose?
We need to fundamentally rethink how we view childhood, parenting, and success. I’ve been using my platform at Carter & Co. to advocate for reclaiming childhood as a period of imagination and wonder. Many of us share the aspiration for our children to be happy and fulfilled. However, by not allowing them the freedom and downtime to play and explore, we may hinder their development of social skills, resilience, and creative thinking, which are essential for lifelong happiness.
I genuinely believe that giving kids unstructured time is one of the greatest gifts we can offer. They need opportunities for exploration and discovery—this is how we set them on a path to true fulfillment. Oh, and let’s not forget: adults need playtime too!
Is it all fun and games at Carter & Co.?
We feel incredibly fortunate to do what we love! While we work diligently every day, we also strive to incorporate a sense of playfulness into our environment. Recently, I started hosting small gatherings at the office, which we call “Play-Full Life” chats. The aim is to explore ways to integrate more play into our lives, as adults also need to recharge and reconnect with activities that inspire us. We initiated the #NostalgicChildhoodChallenge on social media, inviting followers to share videos of how they used to play as children. It’s been a blast connecting with everyone’s inner child, including some unexpected participants like a famous actress!
What inspires you? How do you find time to play?
Music has always been a passion of mine, though I lost touch with it over time. Recently, I decided to swap out my usual podcasts during my commute for a playlist of favorite songs. I realized that while podcasts can be informative, they often felt like a heavy lecture—which isn’t what I needed. This small change has been life-changing! It has revitalized my energy and provided space for my mind to wander and play with creative ideas.
How can parents encourage their kids to unplug?
Having a few alternative activities on hand can be a lifesaver. We put together a list of “weekend play ideas”—simple activities to have ready when kids claim they’re bored. While we call them “weekend” ideas, they’re perfect anytime. I love giving kids a little nudge to get them started but then stepping back so they can take the lead. Children need to learn to embrace a little boredom now and then. If they can navigate boredom using their imaginations, it will benefit them immensely throughout life.
Thank you, Lily!
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Summary
In a heartfelt conversation with Lily Carter, co-founder of Carter & Co., we delved into the importance of play in childhood, the impact of technology, and the need for parents to reclaim unstructured playtime. Emphasizing the balance between work and play, Carter shared insights on fostering creativity and joy, both for children and adults. By encouraging imagination and exploration, families can nurture well-rounded, happy individuals.
Keyphrase: Reclaiming Childhood
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