Amid a mental health crisis, toy industry takes on a new role: building resilience

By ANNE D’INNOCENZIO
AP Retail Writer

NEW YORK (AP) — 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 — or mental, emotional and social health — 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 plan is to certify MESH toys by mid-2024 the same way the Toy Industry Association did for STEAM toys, which emphasize science, tech, engineering, arts, and math. But some experts say toy companies need to walk a fine line between helping children and not preying on parents’ anxiety.