Parents struggle to keep kids entertained by day 10 of summer holidays

July 26, 2026 2,153

Parents run out of creative ideas to keep their kids entertained by day 10 of the summer holidays. A poll of 1,000 mums and dads with children aged 4-12 found 63% admitted keeping their children engaged throughout the holidays is becoming increasingly challenging.

The biggest barriers to entertaining the kids include work obligations (41%), multiple children with different interests (33%) and a lack of inspiration (26%). As a result, parents revealed 46% of children spend an hour or less outside daily during the holidays, despite 89% agreeing outdoor play is vital for wellbeing and development.

The research was commissioned by GoGo squeeZ, the 100% fruit smoothie snacks, which has partnered with former JLS star and father-of-two JB Gill.

Together they are encouraging children to ‘Level Up in the Wild’ this summer, by turning outdoor play into real-world adventures, inspired by the brand’s Roblox game, GoGo Climb.

It comes as 72% of parents said they believe gaming-style language is an effective way to encourage outdoor play.

JB Gill said: “Like lots of parents, I know how hard it can be to keep children entertained once the summer holidays are in full swing. But sometimes, the simplest ideas can become the biggest adventures if you speak kids’ natural language.

“Kids already love the idea of quests, challenges and exploration in games, so bringing that same sense of adventure into the real world is a brilliant way to get families outside together and making memories over the summer.”

The survey found the most common activities parents encourage during the summer holidays are still predominantly indoors, including movie nights, board games and puzzles, baking together, reading books, playing video games and drawing or painting.

Steps parents are taking to encourage more time outdoors include letting children choose their own activities, setting up garden games, limiting screen time, and involving them in outdoor projects such as gardening.

Three quarters (75%) believe their child is more motivated by outdoor activities when they are framed as a challenge, with words such as “mission” (51%), “reward” (49%), and “adventure” (46%) proving particularly effective.

Many believe outdoor activities also become more appealing when friends are involved (41%) or when they are linked to a child’s existing hobbies and interests (32%), according to the OnePoll research.

Inspired by the insights, JB Gill and GoGo squeeZ headed to Hangloose Adventure in Bluewater, Kent, where families can put those same principles into practice by tackling challenges together, navigating treetop obstacles and turning the outdoors into an adventure.

JB Gill added: “Outdoor play doesn’t need to be complicated or expensive to capture children’s attention.

“Whether it’s racing to beat their own high score, collecting experience points or ‘XP’ on a family walk or pretending the pavement is lava, these little challenges can make familiar places feel brand new.

“I love the idea of giving children a goal to work towards while they’re getting wild in nature, because it keeps them engaged and gives them a sense of achievement.”

JB GILL’S TOP FIVE TIPS TO GAMIFY TIME WITH KIDS:

The Superquick Supply Run:

Turn a trip to the shops into a timed mission by challenging children to find everything on a shopping list before the countdown ends.

The Family XP Quest:

Transform family walks into a scavenger hunt where children earn points for spotting wildlife, colours and objects along the way.

The Tiered Level Challenge:

Break outdoor activities into increasingly difficult stages, like doing monkey bars forward, then backwards, then with every other bar, allowing children to unlock new challenges as they progress.