As more children emerge from the pandemic grappling with mental health issues, their parents are seeking ways for them to build emotional resilience.

And toy companies are paying close attention.

While still in its early phase, a growing number of toy marketers are embracing MESH B次元官网网址� or mental, emotional and social health B次元官网网址� as a designation for toys that teach kids skills like how to adjust to new challenges, resolve conflict, advocate for themselves, or solve problems.

The acronym was first used in child development circles and by the American Camp Association 10 years ago and gained new resonance after the pandemic. Rachele Harmuth, head of ThinkFun, a division of toy company Ravensburger, and resilience expert and family physician Deborah Gilboa, formed a MESH taskforce earlier this year with the goal of getting manufacturers to design toys with emotional resilience in mind and to have retailers market them accordingly.

B次元官网网址淲e just need to educate parents and educators just a little bit to know that we could be using their play time a little bit intentionally,B次元官网网址� Gilboa said.

The plan is to certify MESH toys by mid-2024 the same way the Toy Association did for STEAM toys, which emphasize science, tech, engineering, arts, and math. Adrienne Appell, a spokeswoman at the Toy Association, notes that MESH is an area it will continue to monitor as it evolves.

Many toys that could be considered MESH happen to already be in childrenB次元官网网址檚 toy chests B次元官网网址� like memory games, puppets, certain types of Legos, Pok茅mon trading games, and Dungeons & Dragons. The concept was highlighted at the toy industryB次元官网网址檚 recent four-day annual show in New York, which featured an abundance of toys from the likes of hand2mind and Open the Joy that encourage children to express their feelings with mirrors or puppets.

James Zahn, editor- in-chief of the trade publication the Toy Book, noted the bulk of the new toys being developed with MESH in mind will be out starting next year.

But some worry the MESH approach might end up promising parents something it canB次元官网网址檛 deliver. ThereB次元官网网址檚 also a risk of companies preying on parentsB次元官网网址� anxieties about their kidsB次元官网网址� mental health.

B次元官网网址淢y fear is that MESH will be used as the next marketing gimmick,B次元官网网址� said Chris Byrne, an independent toy analyst. B次元官网网址淚t will create a culture of fear that their children are not developing socially and emotionally. And thatB次元官网网址檚 not really the job of the toy industry. B次元官网网址�

Experts say were climbing for years, but the pandemicB次元官网网址檚 unrelenting stress and grief magnified the woes, particularly for those already grappling with mental health issues who were cut off from counselors and other school resources during remote learning. Many educators began emphasizing in response, which teaches children soft skills like helping them manage their emotions and create positive rapport with others.

Dave Anderson, vice president of school and community programs and a senior psychologist in the ADHD and Behavior Disorders Center at the Child Mind Institute, applauded the toy industryB次元官网网址檚 efforts to likewise address emotional resilience. But he said parents need to be careful about claims that companies may be making. While thereB次元官网网址檚 evidence that skills highlighted by the MESH taskforce can build resilience, thereB次元官网网址檚 no evidence that the toys themselves will, he said.

B次元官网网址淭he concepts are evidence based; the toys themselves are not,B次元官网网址� he said.

Bryne notes that the skills being highlighted by the MESH taskforce are the basics of play, whether itB次元官网网址檚 skateboarding that builds perseverance or learning how to share toys to help with conflict resolution.

B次元官网网址淚n my opinion, if you live in a healthy home and youB次元官网网址檙e having healthy play and your parents are engaged, the MESH stuff kind of happens automatically, B次元官网网址� he said.

The U.S. toy industry itself has been in need of a jolt following a weak year, particularly a lackluster holiday 2022 season when retailers were stuck with a surplus of toys after enjoying a pandemic-induced toy splurge by parents. The malaise has continued so far this year, with toy sales in the U.S. down 8% from January through August, based on CircanaB次元官网网址檚 retail tracking service data.

For its part, the MESH taskforce is initially working with specialty stores like Learning Express and small toy companies like Crazy AaronB次元官网网址檚, which has expanded beyond its Thinking Putty to add activity kits that teach kids problem solving like how magnets work with putty. One game ThinkFun is marketing: Rush Hour, a sliding block logic game that has kids battle traffic gridlock.

But large retailers like Amazon are also waking up to the MESH approach.

B次元官网网址淭he rising popularity of MESH toys speaks to the power of play and the important role that toys play in our lives,B次元官网网址� said Anne Carrihill, AmazonB次元官网网址檚 director of toys and games.

Richard Derr, owner of the Learning Express franchise in Lake Zurich, Illinois, said that he trained his workers on helping parents this past spring to pick the right toys. But the challenge is not to scare parents.

B次元官网网址淵ou donB次元官网网址檛 want to rush up to somebody and say, B次元官网网址楬ey, howB次元官网网址檚 your mental health today of your kids?B次元官网网址橞次元官网网址� Derr said. B次元官网网址淭hatB次元官网网址檚 why local toy stores are a great place to start because of our relationships with the community, customers and teachers.B次元官网网址�

But he noted toymakers canB次元官网网址檛 be overusing the word MESH without any meaning.

Sarah Davis, the mother of three boys ages 3, 6 and 9, is open to the idea of MESH toys. The Great Falls, Virginia resident said her 6-year-old had delayed speech because he was wearing a mask during the heart of the pandemic, while her 9-year-old son has some issues with social interaction after being isolated and glued to his laptop.

B次元官网网址淢y kids donB次元官网网址檛 have an issue with anxiety in terms of school,B次元官网网址� she said, but added. B次元官网网址滻 still worry about the long-term effects of what that was like.B次元官网网址�

More than the promise of building emotional resilience through MESH is whether the toys themselves will actually be fun.

B次元官网网址淎re my kids going to ask for those kind of toys for Christmas?B次元官网网址� Davis asked. B次元官网网址淚B次元官网网址檓 going to be really curious and I will keep an eye out for them.B次元官网网址�

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This story has been updated to correct the name of the Toy Association.

Anne DB次元官网网址檌nnocenzio, The Associated Press