Genius of Play Ambassador Spotlight: Creative Beginning’s Christina Collura
February 22, 2024 | After working as an educator for nearly 20 years, Christina Collura’s passion for teaching the youngest of learners translated into creating an educational puzzle that went on to become the foundation of the company she founded, Creative Beginning. Toy News Tuesday editors spoke with Collura about how she got her start in the toy industry, the importance of learning through play, and her role as a Play Ambassador for The Toy Association’s Genius of Play.
What is your background and how did you get your start in the toy industry?
I am an elementary school teacher of almost 20 years (spending a lot of years teaching kindergarten) and a mom of two (one with autism spectrum disorder). I got my start in the toy industry when my son got diagnosed with autism. I needed to find a way to teach my son the most vital early developmental skills, while taking into account his fine motor challenges. I created a chalkboard-based name puzzle for him and he learned to identify and write his name in just four weeks. I realized this concept could stretch to children of all needs and abilities, and I guess you could say, “the rest is history.”
After 20 years working in marketing, communications, and brand development, including roles at PlayMonster, I’m now consulting with small and mid-size companies that entertain children and families to expand their brands and create strategic marketing campaigns to grow their businesses.
As a Genius of Play Ambassador, how do you inspire others to prioritize play in their lives, especially in today's fast-paced world?
I have always been very active person, whether it be through sports, lifting weights, or including play into the lives of my students. I enjoy sharing my experience and the benefits I have gained through prioritizing an active lifestyle for myself and my children. I enjoy sharing scientific research and studies that emphasize the positive effects of play on mental health, stress reduction, and overall happiness. The Genius of Play really provides the tools to share those ideas, which makes it an easy parallel!
Why was it important to you to become a Genius of Play Ambassador and what does play mean to you?
I am all about advocating, whether it be using my platform for autism awareness, spreading the power of play, and ultimately sharing the connection between the two. I knew that being an ambassador would allow me not only to connect with other like-minded individuals, but also to share my expertise on the role play has on learning. Learning doesn't have to be boring! Watch the magic happen when you tap into the power of play and come up with creative ways of teaching! It worked for my son, and I absolutely love sharing my expertise with others.
What is your favorite toy and/or play memory?
I fondly remember playing a high level of competitive soccer and going onto play varsity at my university. I also loved to play “make believe” at a very young age. There were days where my closest friends and I would play “house” or “dolls.” We used to fight over who was allowed to pretend to feed each doll! The conversations, the make-believe play, and the real-life scenarios all, I believe, shaped the person I am. With soccer, it was the friendships and physical endurance, while the social interactions during playtime built empathy, creativity, imagination, and social skills. How can you beat that natural learning?
As a leader in the toy industry, what emerging trends or innovations do you see shaping the future of play, and how do you think they will impact children's development?
There is a definite shift toward more interactive, educational, and socially conscious play experiences. As the industry continues to evolve, it's essential for toy manufacturers and leaders to balance innovation with a focus on children's holistic development, including physical play, cognitive, emotional, and social aspects. With increasing environmental awareness, there will be even more of a rise in demand for toys made from sustainable materials (i.e., reusable surfaces etc.). I also believe with the increase in inclusivity, there will less of a gap between toys and innovation between children with disabilities and the mainstream. We are moving toward a more inclusive environment, and so should our toys! I’m here for it!
This interview is part of an ongoing series that spotlights the members of The Genius of Play™ Ambassador program. Play ambassadors serve as play thought leaders within their own professional networks and act as key supporters and spokespersons for ongoing Genius of Play initiatives.