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The humble stick is the summer's must-have toy, says Vodafone and National Parks campaign

The humble stick is the summer's must-have toy, says Vodafone and National Parks campaign

New research suggests families want more time outdoors, with a simple stick inspiring imaginative play this summer.

A stick on a tablet holder

David Parry/PA Media Assignments

MadeForMums

Published: July 27, 2026 at 3:34 PM

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Technology is often blamed for keeping children indoors, but a new campaign is making the case that phones can actually help families spend more time outside.

VodafoneThree has partnered with the UK's National Parks to launch "The Stick", a tongue-in-cheek campaign celebrating one of nature's simplest playthings, alongside new research showing parents are keen to spend more time outdoors with their children this summer.

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The campaign also introduces a free downloadable "Stick-tionary", packed with ideas for imaginative outdoor play and practical ways technology can support family adventures.

Most parents want more time in nature this summer

Ahead of the school holidays, Vodafone commissioned research with more than 2,000 UK parents and children, finding that 94% of parents and carers would like their family to spend more time in nature this summer.

More than half, 55%, said nature-based trips are among their family's most memorable experiences.

The research also found:

51% of parents use their phones to encourage children to spend more time outdoors.
68% say they do this more than they did five years ago.
83% feel safer exploring nature knowing they can stay connected in an emergency.
77% take their phones outdoors to capture family memories.
63% check the weather before heading out, while 48% use navigation tools.
31% use their devices to answer children's questions about nature, while 27% identify plants, birds and insects.

What is 'app-venturing'?

Vodafone describes the growing trend as "app-venturing", where digital tools are used to support time outdoors rather than replace it.

Instead of scrolling on the sofa, families are using phones to plan walks, identify wildlife, navigate unfamiliar routes and answer curious questions children ask along the way.

Nicki Lyons, Chief Corporate Affairs & Sustainability Officer at VodafoneThree, said: "Helping people build healthy digital habits has long been a priority for us. We're excited to see families using technology in purposeful ways to swap screen time for green time, sparking curiosity, building confidence and encouraging more time outdoors. That's exactly what The Stick campaign with the National Parks is designed to support and we hope families enjoy our Stick-tionary this summer."

We're excited to see families using technology in purposeful ways to swap screen time for green time, sparking curiosity, building confidence and encouraging more time outdoors.

Nicki Lyons, Chief Corporate Affairs & Sustainability Officer, VodafoneThree

Why sticks still capture children's imagination

The research found that 30% of parents say natural materials such as sticks, feathers and stones play a central role in their children's outdoor games.

Among those surveyed, children most commonly turned sticks into:

Swords, 51%
Magic wands, 49%
Walking sticks, 44%
Microphones, 18%

Gavin Capstick, CEO of Lake District National Park and Learning and Engagement lead for the National Parks, said families don't need expensive toys to enjoy time outside.

"Some of the best outdoor adventures start with the simplest things. A stick can become almost anything a child wants it to be, and that's exactly why it's such a powerful tool for imagination and play," he says.

Some of the best outdoor adventures start with the simplest things.

Gavin Capstick, CEO of Lake District National Park and Learning and Engagement lead for the National Parks

Outdoor play can support children's wellbeing

Professor Helen Dodd, Professor of Child Psychology at Exeter Medical School, says giving children opportunities for self-directed outdoor play can help them develop important life skills.

"When children have the opportunity to direct their own play, they're doing much more than simply keeping themselves entertained," she says. "These everyday moments, like playing outdoors and re-imagining the use of a stick, help children build independence and resilience, while giving them the freedom to engage with the world in ways that feel meaningful and enjoyable to them."

Alongside the campaign, Professor Dodd has shared tips for helping children get more from time outside this summer.

Professor Dodds' tips on how to encourage kids to spend time outside:

Turn walks into adventures with treasure hunts or new routes.
Let children take the lead by reading maps or choosing directions.
Leave plenty of time for unstructured play, such as den building or splashing in streams.
Use nature apps to identify wildlife and learn together.
Set expectations before heading out to make the transition from screens to outdoor play easier.

The Stick campaign forms part of VodafoneThree's wider three-year partnership with the UK's National Parks, which also includes projects to support conservation, habitat restoration and improving access to nature.

Families can download the free Stick-tionary and additional digital parenting resources from Vodafone.

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