Cadillac Fairview and Team Canada Launch “CF Play Makers” Initiative to Promote Youth Physical Activity

TORONTO – Cadillac Fairview and Team Canada are teaming up this summer to launch “CF Play Makers,” a new initiative aimed at promoting physical activity and play among school-aged children. This program, developed in partnership with the Canadian Olympic Committee (COC), seeks to inspire kids to embrace sports and unstructured playtime by building or refurbishing play spaces in schools across Canada, starting with several locations in Ontario.

Prominent Team Canada athletes Damian Warner, a gold medalist in decathlon, and Ellie Black, an artistic gymnast and three-time Olympian, are key figures in this initiative.

Cadillac Fairview’s commitment to this cause is part of a broader effort to support community health through physical activity. Jason Anderson, SVP of Brand & Marketing at Cadillac Fairview, emphasized the importance of transforming communities through sport, highlighting the company’s seven-year partnership with the COC to grow the Olympic movement in Canada.

Jacqueline Ryan, Chief Brand and Commercial Officer of the COC, reiterated the impact of such initiatives, noting the critical role of accessible play in fostering the development of future athletes and promoting inclusivity in sports.

The CF Play Makers initiative is responding to alarming trends in physical inactivity among Canadian youth. According to ParticipACTION, over 60% of kids aged 5 to 17 do not meet national physical activity guidelines, with many exceeding recommended screen time limits.

Warner and Black, both advocates for the power of play, shared their personal experiences on how playtime was instrumental in their athletic journeys. Warner emphasized the collective benefits of play, while Black highlighted the social and developmental advantages that come from unstructured playtime.

To kickstart the initiative, Cadillac Fairview will invest in play spaces at Don Mills Collegiate Institute, Crescent Town Elementary School, and West Glen Junior Public School, with plans to expand to other provinces.

In conjunction with this launch, CF Toronto Eaton Centre will host an activation event featuring a giant play space and a pop-up slide for families to enjoy, running from July 4 to July 26. This event aims to encourage families to incorporate more play into their daily lives.

Date: Thursday, July 4, 2024

Time: Open during shopping centre hours

Location: CF Toronto Eaton Centre, level three near Lululemon