The survey, which queried more than 1,000 parents of children aged 18 months to 6 years, also revealed that most moms and dads (67 percent) feel it's very important for kids to experience unstructured playtime each day, as opposed to planned activities such as sports practice, music lessons or dance class. Experts have long touted unstructured playtime as critical to a child's development.

"Unstructured play is a child's work," says Alan Greene, M.D., pediatrician and medical expert of the popular book, The Parent's Soup A-Z Guide to Your Toddler. "It's how kids learn and grow. So when it comes to picking out toys this holiday season, parents should look for items that can stimulate imagination, creativity and role-playing. These particular toy attributes help children gain independence and self-esteem, encourage resourcefulness and can even help reduce stress."

Most parents understand the value of imaginative play, acknowledging that it encourages independence (87 percent), creativity (86 percent) and resourcefulness (78 percent), and reduces stress and boosts self-esteem (54 percent each). What parents may not understand is that unstructured play is crucial for learning. Only 51 percent ranked "helps with learning" as a key benefit of imaginative play, versus 81 percent who said it was the biggest benefit of structured play or planned activities.

Planning Your Child's Playtime

While parents believe in the importance of unstructured playtime, they reported that their children spend almost half (2.1 hours) of the estimated 4.7 hours of unstructured playtime each day on "square screen" activities -- or time spent in front of televisions and computers, watching videos or playing games.

"Parents should monitor the amount of time their kids are engaged in passive play, where they simply watch while a TV program, video or toy entertains them," recommends Dr. Greene. "It's important to have balance, so make sure your child has access to toys and activities that will open the door to the land of make believe -- toys like an interactive workshop or play kitchen. Those are the types of toys that I hope parents choose for the holidays this year."

When shopping for the perfect toy -- one that will remain a favorite of both parent and child long after the wrapping paper is removed -- keep these additional tips in mind:

• Aim for Age-Appropriateness: Pay attention to the age group recommended on the toy's package. It is important that children are playing with toys best suited for their age and developmental levels. This will help eliminate both boredom and frustration.
• Let Kids Express Themselves: Toys that promote open-ended play allow children to stretch their imaginations. Young girls might enjoy the interactive Little Tikes Tender Heart(TM) Talking Fashion Vanity, which promotes dress-up play through a lighted makeup mirror, accessories such as lipstick, nail polish and a hair dryer, and a friendly voice that offers words of encouragement.
• Promote Playing Together: Look for toys that build social skills and encourage interaction with family and friends. Kids will learn cooperation, respect for others and how to work as a team. The Little Tikes Tender Heart(TM) Tea Party Kitchen or the DiscoverSounds(TM) Workshop can involve the whole family in a game of make-believe.
• Make Sense-able Choices: Children should play with toys that stimulate their senses. Strengthen speaking and listening skills with toys that make sounds. Improve hand-eye coordination with toys that require hand movements. Kids learn about their environments through tastes, textures, smells and sight with sensory activities. Little Tikes Buzzz About(TM) Mailbox is an excellent toy for stimulating the senses in young children.
• Help Kids Get Physical: Toys that encourage physical play, such as crawling, hopping, pushing and running, help kids develop balance and strong muscles while keeping them active and healthy. With the number of overweight children on the rise, physical exercise is a critical part of any child's play routine.
• Buy What's Built to Last: Select toys from well-known manufacturers with a reputation for quality products. Not only will you get your money's worth when a toy lasts for years, you also won't have to worry about safety hazards.

"I recently had the chance to observe some children playing with Little Tikes toys," Dr. Greene adds. "One little boy, playing with the Tender Heart Tea Party Kitchen, put the phone in the microwave because he said the caller was cold. Watching them interact with the toys while their imaginations ran wild reaffirmed just how powerful play can be."

Rory Leyden, president of The Little Tikes Company, says that the holiday lineup of toys is designed to stimulate learning and create opportunities for kids to role play. "We believe toys can enhance a child's life physically, mentally and emotionally. Parents know they can count on Little Tikes for safe, durable and imaginative toys that are created for the way kids really play," he adds.

Little Tikes recently announced a partnership with the Ronald McDonald House Charities, demonstrating a commitment to making life more imaginative for all kids. Since August 2002, the company has pledged donations totaling more than $100,000 in cash and toys to help thousands of children and their families at hundreds of Ronald McDonald Houses across the country.

Little Tikes toys are available at major retailers across the U.S. For a complete list of Little Tikes holiday toys and where you can find them, visit www.littletikes.com.

About Little Tikes: The Little Tikes Company, founded in 1970, is a Hudson, Ohio-based multi-national manufacturer and marketer of high-quality, innovative children's products. The world's largest rotational molder and a Newell Rubbermaid company, Little Tikes employs more than 2,000 associates around the world. For more information, visit www.littletikes.com.