About Us
The National Institute for Play (NIFPlay) is a 501c(3) non-profit public benefit corporation based in Carmel Valley, CA, USA, dedicated to advancing society's scientific understanding and application of play. Founded by Dr. Stuart Brown and led by his granddaughter, Mia Sundstrom, NIFPlay has 30+ years of experience in bringing the science and practice of play to individuals and communities around the globe to transform lives.
Every purchase made through this store is a donation to our nonprofit, directly supporting our goal of reaching ten million people with the power of play by 2030. Each purchase contributes to program equity and access, research, and advocacy. You're part of a global movement.
Vision
Creating a world where play fuels human connection and flourishing.
Mission
NIFPlay champions play as a public health necessity. We are dedicated to advancing the science of play, advocating for its transformative power, implementing research-backed play practices across all ages, abilities and industries, and inspiring a world where play is embraced as a fundamental human need.