Hello!

It’s been a while. How are you?

After selling 100 Toys, I wasn’t planning to dive straight back into writing. I wanted to find a topic rich enough to occupy me for the next few years.

But it seems the topic has found me.

It began with a growing unease about my children’s screen time. They’re pretty good at finding things to do on their own, but once I make the mistake of handing over a device - because, let’s be honest, we all need a break - it’s nearly impossible to get it back without a fight.

Sometimes, you get lucky, but real growth comes from a different place entirely - when they learn to make their own fun.

So, I went back to the drawing board.

In fact, I went all the way back to the time before I even launched 100 Toys, to when I first imagined it.

Years of teaching had taught me that intelligence or creativity couldn’t replace the ability to stay on task or recover from interruptions.

But I was afraid to say it. I hadn’t written for an audience before and I was worried about sounding preachy.

So I started with toys, and with play. And it went OK.

Childhood has changed

If you’ve got a child under five, there’s a pressure to be with her, to do things with her, to show the world (OK, Instagram), what a good parent you are - all the time. The problem is that it’s exhausting. And, worst of all, you’re not helping your child. She becomes dependent and loses confidence and the chance to try new things.

So, what’s the answer?

Children who know how to make their own fun.

It sounds simple, but it’s easily overlooked because we’re too busy to see it.

The Play Tools

So I had a summer to think.

And all I could think about was the mental game.

I realised that I had to take a completely new approach to play.

It’s not about activities, it’s about becoming an instigator.

What we parents need is not activities, it’s tools.

Tools to help our children manage their emotions, to get back to play, to focus and to persevere.

Get that right and everything else falls into place.

They become confident and independent; we get a break - and feel good about doing it.

Three ways to join

I’ve created a little constellation of resources to help you and your child enjoy screen-free fun and take the road less travelled, to self-sufficiency and independence.

1. The Free Tier:

Join the free community, The Play Circle, and stay connected with The Scrapbook, the newsletter you’re reading right now.

2. Newsletter Subscription:

Choose one or more of my paid newsletters, each tailored to a specific stage of your child’s development:

1. Screen-Free Saturdays | For the over 5s. How would things be different if one day a week was screen free? Or even just an afternoon? This newsletter shows you how. It’s not about filling every moment with structured activities - it’s about nurturing our children’s ability to create their own play.
2. Start with the Child | For the under 5s See the world through your child’s eyes with this newsletter on all things play. Learn to trust your child’s instincts and let her lead the way.
3. Patterns in Play. | All about schemas Your child’s repetitive actions have subtle meaning and play a critical part in her development. Learn to provide the resources and environment that allow your child to make sense of her world during her first five years.

Each newsletter comes with its own private community, members-only articles, and bonus materials.

Pay £5/month or get lifetime access for £19 with the pre-launch, early-bird offer.

3. Co-Conspirators: The Ultimate Tier

If you’re ready to fully commit, become a Co-Conspirator. This highest tier includes all three newsletters, plus access to the most essential tools of all: - The Play Tools. Quick, effective strategies to help your child self-regulate and get back into play when things fall apart. The Play Tools make it possible for children to manage frustration and bounce back on their own, building resilience and independence. - The Endless Play Generator. An app that makes custom activity suggestions based on the materials you have at home, giving you instant play ideas with no setup.

As a Co-Conspirator, you’ll also join an exclusive community where you can help shape these tools.

​Join today for just £29 during our early-bird offer (regular price £49).

Over the next few days, I’ll explain each project in more detail, and I think you’ll see this is something completely new.

These are not courses. They’re not activities.

The focus is on the mental game: grit, self-regulation, and creativity.

The tl;dr

Two tracks: over five and under five. Plenty is available for free but if you want to upgrade, you can choose a single newsletter for £5/month or get everything for £49, or £29 early bird.

And, of course, whatever you decide, you can keep enjoying The Scrapbook for free. I’d also love to invite you to join my free community The Play Circle (look out for your invitation in an upcoming email).

The lowest-IQ move of the year

Hundreds of you wrote to me following my final 100 Toys newsletter.

I didn’t reply to any of you. It turns out I deleted the account without forwarding your messages to my new address. :(

If you wrote to me and didn’t receive a response, please resend your message - I promise I’ll get back to you this time!

One of the things I asked was whether any of you would be interested in partnering with me on my new ventures. I’d love to try new things like podcasts and YouTube videos but I’ve already got more work on my plate than I can handle. How do you feel about joining me? Reply to this email and let’s talk.

Final word

I’ll leave you with a quotation. If you’ve been reading the 100 Toys blog for a while, you’ll know I love Rousseau.

It’s good to be back. See you tomorrow.

Happy playing!

Alexis

P.S. Early bird pricing for Co-Conspirators is £29, but only until launch day, October 30th!

P.P.S. What do you think of the new projects? Am I on the right track? Even if you’re not ready to subscribe, I’d love your thoughts. Click below to let me know or reply to this email.