own childhood experiences that led melissa & doug to start a movement, to take back childhood, encourag k unplug. it's an idea supported about i the america academy of pediatrics, advising parents to limit screen time for young children. >> creative play stimulates new neurons, encourages language, encourages children to have to take social cues from other children and their parents. it's the one-on-one interact. >> we're not saying that technology doesn't have a spot. it does, but like most things in balance. >> reporter: balance too between business and family. >> how come you dive on every became. >> reporter: including their children. >> very early on we told them we want you to be honest, because you are testing they for hopefully one day millions of children. >> while not every toy was the hit, it's the flops that mean the most. be hind her desk, a few of the failures. >> i keep them behind me to remind yo trying. >> reporter: proving that children's toying sometimes can be the best teachers. >> i think my child wouldn't have been believed i found a way to channel the pain to bring joy to