and Play England are asking parents to make a pledge to allocate more of their children's time to playing.
Natasha Crookes, from the BTHA, says: "Most parents understand that play is important for their children's emotional development, but what this research highlights is the time spent with props, either toys or even cardboard boxes, is an easier and more enjoyable way for children to be physically active and meet the minimum guidelines of activity.
She says these days many children aren't given the freedom to find active play opportunities outside, but points out that the BTHA research shows it doesn't matter if children haven't got a lot of space to play in, as long as they have toys that encourage active play.
Every year the BTHA
organizes its major toy fair, the British International Toy and Hobby Fair.
In 1990 BTHA
members set up the Toy Trust to help children in need.
Christine Nicholls, BTHA
chairwoman, admitted 2011 would be tough but said value-for-money toys would still come up trumps.
chairman Roger Dyson said construction toys, such as Lego, and TV spin-off Ben10 were best sellers.
com was commissioned by the BTHA to look at how the public viewed the importance of play and toys.
The BTHA made no secret on the importance it places on all types of play.
Clive Jones, the Chairman of the BTHA says: "For a long time we have realised how vital the value of play is to children and adults.