The Youth Sport Trust has partnered with Soreen, maker of the original malt loaf, to encourage parents to have more fun with their children through active play.
Soreen Squidgy Fun aims to inspire thousands of families to spend more time being active and having fun together, while also promoting the links between activity and health.
As part of the campaign free activity packs can be downloaded offering fun ideas to help children reach the government guideline of being active for at least an hour a day, as well as the Youth Sport Trust logo appearing on packs of Soreen Lunchbox Loaves throughout September to November. Activities are themed and include reward charts. Schools can also win prizes by registering on the website to be in with a chance of winning an athlete mentor visit or traverse wall.
Alex Danson, EuroHockey Championship gold and Olympic bronze medal-winning England hockey player, helped launch the campaign saying: "This is a great initiative that encourages really fun and easy, low cost activities that families can do in their homes, in the garden or parks and is a fantastic way to get people to be active and enjoy spending quality time with their families."
A study to launch the campaign revealed that although 86 per cent of parents feel that being active brings them closer together as a family, they only manage to spend an average of 3.5 hours a week doing activities with their children.
The research included more than 2,000 parents with children under 13 and also highlighted that more than a third of parents believed the age of five to be the most fun because their child had started communicating with them properly. A further 33 per cent said that at five their child started to display a good sense of humour and nearly a quarter said it was because they could now properly enjoy playing sports and activities.
Youth Sport Trust Director of External Relations Phil Chamberlain said: "We know that active children learn better and faster, and have an improved sense of belonging - the link between being active and good physical and emotional health is widely acknowledged.
"There is no question that regular activity produces healthy, happy, academically successful and socially adept young people, with confidence and high self-esteem. As a parent of two young children myself, I take every opportunity I can to be active with my family as I know it will help them create good habit for life."
Beth Brown, Marketing Director at Soreen, added: "We wanted to see at what age we have the most fun with our children as this campaign is about inspiring families to have fun, whatever their age, through active play."
The Soreen packs will be published continually throughout this academic year coinciding with national celebration days and major sporting events such as the Rugby World Cup. The free activity cards can be downloaded at www.soreensquidgyfun.com.