How marketers can tap the offline play boom as parents go screen-smart

Parents in Singapore are deliberately redesigning their children’s experiences to be more hands-on, creative, and “screen-smart” ahead of the March school holidays - a trend that marketers can tap into early in the planning journey, according to Pinterest’s first-ever "Parenting trends report".

In conversation with MARKETING-INTERACTIVE, Ayumi Nakajima, senior director of content partnerships for APAC at Pinterest, said the shift reflects a generation of parents who are increasingly intentional about how they structure their children's time. 

“Parents are not just trying to limit screen time, they are actively designing screen-smart, experience-rich childhoods,” Nakajima said.

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She added that the behaviour presents opportunities for marketers to reach parents earlier in their planning journey. “People come to Pinterest with the same goal: to turn inspiration into action. Brands can reach people early in their planning and decision-making journey,” Nakajima said.

Pinterest’s data backs up the insight, revealing a spike in searches for low-tech, creative projects. Globally, queries for “screen free activities” and “family traditions ideas” both rose 200%, while “no phone summer” surged 340%. Interest in the “digital detox aesthetic” also climbed 95%, signalling a broader shift toward more purposeful family moments.

In Singapore, parents are increasingly seeking tactile, hands-on activities for the school break. Searches for “paper dolls DIY” jumped 460%, while “felt crafts” rose 165%, showing a clear appetite for projects that encourage independence and imagination.

Homes are also being transformed into interactive learning spaces, said the report. Searches for “DIY kids playground” climbed 630%, while “life skills activities for kids” increased 100%.

The trend extends to toys that spark offline engagement. Action-adventure characters such as “Lloyd Ninjago” (+965%) and “Kai Ninjago” (+930%) are on the rise, alongside fantasy staples such as “Monster High DTI” (+685%).

Nostalgic characters including “Monchichi” (+550%), “Pocoyo” (+165%) and “Korilakkuma” (+120%) are also seeing renewed interest, highlighting parents’ preference for toys that inspire imagination rather than passive entertainment. Nakajima noted that today’s parents are rethinking the very approach to parenting, showing growing interest in psychology-informed strategies that prioritise connection and emotional wellbeing alongside structured discipline.

The trend in Singapore mirrors a global shift. According to the report, 54% of Pinterest-using parents support screen-time caps for children, while searches for “educational activities for kids” (+280%) and “family trip vision board” (+545%) are surging worldwide. From hands-on learning at home to intentional, experience-rich travel, parents everywhere are designing offline, nostalgic, and playful childhoods, creating opportunities for brands to connect early in the planning journey.

The shift suggests that brands hoping to resonate with modern families may need to look beyond products alone, and instead tap into how parents are shaping everyday moments of play, learning and connection.

The focus on intentional, offline experiences echoes broader behavioural shifts highlighted in the platform’s earlier trend forecasts. In December last year, Pinterest launched its annual Pinterest Predicts 2026 report in Singapore, revealing that Gen Z is moving away from fast, chaotic content in favour of slower, more intentional online engagement.

The report analysed activity from more than half a billion monthly users and combines machine learning with human expertise. Pinterest said its predictions have achieved 88% accuracy over the past six years. According to the report, the current digital landscape is marked by what Pinterest calls “ambient chaos”, defined by content overload, overstimulation and constant online noise. In response, younger audiences are seeking grounding, nostalgic experiences online.

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