LONDON, February 21, 2013 /PRNewswire/ --

As the school holidays draws to a close, new research reveals 50% of parents in the UK feel that their creativity has improved as a result of having a young family.  Yet more than eight out of 10 of parents admit to struggling to entertain their children.  Over 70% either run out of ideas, say they are too tired or too stressed and almost a quarter (23%) admit they can find it boring.

However, the 'Munch Time Creative Awakening Survey' - commissioned by yogurt brand Munch Bunch® - has uncovered a creative outlet that benefits both parent and child.  According to the survey,more than a quarter of parents harbour ambitions to write a children's story and the annual Munch Time Story Writing Competition, live from Friday 22nd February, is a window to put pen to paper and maybe even kick start a new career!

Inspired by the successes of writers such as J.K Rowling and Julia Donaldson, the survey found that the number one creative career choice aimed at children, among parents, is being an author.  With his new publishing deal, it seems that Chelsea footballer Frank Lampard is in agreement!:

1. Children's author (28%)
2. Children's fashion designer (22%)
3. Children's entertainer (19%)
4. Children's artist (18%)
5. Children's TV/film scriptwriter (16% of Mums and Dads)

Actress and mum-of-two Tamzin Outhwaite is supporting the Munch Time campaign and encouraging parents to create their own children's story, inspired by Munch the cow. She said:

"Making up stories for your children is a lovely bonding activity for parents and children alike. My eldest daughter Florence likes nothing better than starring in her own special story and we often share stories as a family in our household - we especially like singing them too!"

The Munch Time survey found that Dadfinds it hardest to dedicate quality time to creative play.Half of parents polled said Mums are the most hands-on, followed by grandparents (19%), then Dad (12%).

According to Andrew Watson, author of 'Teach Yourself: Be A Great Dad' and father of two, creativity is one of the most valuable skills parents can impart to their children and Dads can play a key role. He explains: "Anyone can work hard; what sets apart the truly successful is their level of creativity. Sitting down with your child and creating a unique story just for them offers enormous benefits to both parent and child. It's a great way to explore children's feelings, expectations and concerns. Stories offer nothing less than a rehearsal for life."

For further information on entering the Munch Time story writing competition visit: http://www.munchtime.co.uk.  

Munch Time Ireland also launches on 22nd February: http://www.munchtimeireland.ie

Notes to editors:

• Research was conducted in December 2012 by Onepoll. 1,000 UK Mums and Dads, with children aged 2-5 years old were polled
• The Munch Time story writing competition is in its fifth year
• Previous winners have subsequently secured publishing deals and established successful careers in writing

For further regional research findings, case studies and interviews, please contact: katie.mclean@buttonpr.com +44(0)7787-537705 ; sara.jensen@buttonpr.com +44(0)7812-339313.