When Do We Lose the Magic of Imagination?

Earlier today, we were playing outside when a little everyday moment caught me off guard. I was feeding my newborn baby when I looked up and saw my 5-year-old leaping through the air — twirling, jumping, doing superhero-style acrobatics across the grass.

No toys. No screens. Just a cape of confidence and the power of her imagination.

And it made me pause.

When do we lose that?

That fearless, joyful, all-consuming sense of play?

The Science Behind the Shift

Researchers have found that imaginative play hits its peak between ages 3 and 6. According to developmental psychologist Dr. Alison Gopnik, during this stage children experience what she calls “lantern consciousness” — a wide-open awareness that helps them absorb and explore the world around them. Imagination isn’t just fun — it’s a way of learning, experimenting, and processing emotions.

But something starts to change around age 7 or 8. School becomes more structured. Playtime becomes more scheduled. Rules and outcomes start replacing pretend worlds and wild ideas. A well-known study by Kyung Hee Kim even found that creativity scores in children have been steadily declining since the late 1980s — and the drop often begins shortly after kindergarten.

So What Happens?

Imagination doesn’t disappear, but it gets quieter. It becomes something we “grow out of” unless we actively make space for it. We start praising outcomes more than curiosity, and slowly — without even noticing — we trade exploration for efficiency.

And this isn’t just a loss for childhood. It’s a loss for all of us.

Why It Matters

At Crazy Little Books, we believe imagination is a skill — one that helps raise problem-solvers, innovators, and storytellers. One that builds emotional resilience and brings joy, even in the quietest corners of the day.

Watching my daughter today reminded me why this project matters so much. Why we spend hours designing personalized books where your child is the hero. Why our puzzles and coloring rolls are made to inspire open-ended, screen-free fun.

Because those wild, leaping superhero moments? That’s where the magic lives.

And maybe, just maybe, we should all try to hold onto it a little longer.