When I started Magic By Post, I wasn’t just creating potion kits. I was creating a way for families to slow down, make memories together, and give children the freedom to imagine.
So to see our mission recognised and shared by others who also believe in the importance of play is incredibly special.
Recently, we were featured in the Bucks Herald in an article by young royal journalist Lydia, highlighting the importance of screen-free summer fun for children and the role Magic By Post is playing in encouraging imaginative play.
You can read the full article here: https://www.bucksherald.co.uk/your-world/young-royal-journalist-backs-buckinghamshire-business-promoting-screen-free-summer-fun-for-children-8804103
Lydia also shared the story in a YouTube feature, helping to spread the message even further and shine a light on why creative, hands-on play matters so much in today’s world.
Watch Lydia’s YouTube feature here: https://www.youtube.com/watch?v=4avYh3_exwg
More Than a Feature – A Shared Mission
What means the most to me is that this isn’t just about Magic By Post being featured in the media. It’s about people recognising that childhood should be filled with wonder, imagination, storytelling and play.
In a world that can often feel dominated by screens, technology and constant digital distractions, it is reassuring to know that so many parents, journalists and supporters understand the importance of protecting those magical childhood moments.
At Magic By Post, we believe that play is not just fun – it is essential.
Why Imaginative Play Matters
When children mix potions, create magical worlds and invent stories, they are doing so much more than simply playing. They are developing skills that will support them throughout their lives, including:
- Fine motor skills through pouring, scooping and mixing
- Language development through storytelling and imaginative conversation
- Early mathematical skills through counting, measuring and sequencing
- Creative thinking through inventing magical worlds and characters
- Problem-solving skills through experimentation and exploration
- Confidence through independent, child-led play
- Social skills through sharing, turn-taking and collaborative adventures
These are the building blocks of childhood learning, wrapped up in what children see as pure magic.
Families Bringing Back the Magic
One of the most rewarding parts of running Magic By Post is hearing from families who tell us that our kits have helped them create screen-free afternoons, garden adventures, rainy day activities and unforgettable memories together.
Parents often share that they were searching for a way to keep their children entertained without relying on a tablet or television, and that potion play gave their child the opportunity to become completely absorbed in their own imagination.
That is exactly why Magic By Post exists.
Not to replace technology entirely, but to make sure imagination still has a place in childhood.
Thank You for Helping Us Spread the Message
I want to say a heartfelt thank you to Lydia – https://www.instagram.com/royalreporterlydia/?hl=en for sharing our story, and to everyone who continues to support Magic By Post and the wider message of imaginative, screen-free play.
Every article shared, every video watched, every family who chooses to make potions together helps to spread the magic a little further.
Together, we can help bring back the joy of childhood, one potion, one story and one magical adventure at a time.
Because children deserve the chance to play, imagine, grow and simply be children.
If Magic By Post has become part of your family’s adventures, we’d love to hear your story. Whether it’s a favourite memory, a photo, or how imaginative play has made a difference in your home, we’d be honoured to share it.