About
Play-with-a-Purpose began with a question Robyn Wienand couldn't ignore. Working in the corporate world, she noticed that many of the grown men around her couldn't read their own payslips. She began helping them - quietly, alongside her day job. But the more she worked with them, the more she hit the same wall: adult training could only go so far. Something foundational was missing. She started researching, and the answer stopped her in her tracks.
The problem wasn't that these men hadn't been taught as adults. It was that the foundations had never been laid in early childhood. No amount of adult literacy training could undo what poor early childhood development had left undone. That realisation was the moment Robyn left the corporate world. Not to train adults - but to go back to the beginning. She opened the first Play-with-a-Purpose preschool from her lounge, building an approach grounded in neuroscience, structure, and purposeful play. What began in one room, expanded to two preschools with Priscilla Dengler, and has grown into a movement.
Impact
What drives us
Vision
We provide outstanding quality early childhood education accessible for every child in a supportive community, ensuring they are equipped, safe and empowered to build hope and a bright future.
Mission
We live our vision through raising up and inspiring leaders through a social franchise model, mentoring and training them to positively influence their communities and contribute to the country’s future.
Our Story
Why Play-with-a-Purpose exists
Robyn's discovery was stark: by the time a child reaches adulthood, the window for building the most critical foundations has long closed. The first five years of life are when the brain develops fastest: when language, emotional regulation, cognitive ability and social skills are either built or missed. In South Africa, millions of children still don't receive quality early childhood development. Under-resourced preschools, undertrained educators and under-equipped classrooms mean that too many children arrive at school already behind, not because of who they are, but because of what they were never given. Play-with-a-Purpose exists to change that. Ours is a preventative model - strengthen the preschool with quality early education, equip the educator, and reach the child in the years that matter most. Address and support the foundation, before the window closes.
History
Our Journey: From One Room to a Movement
What began in 1991 with one preschool has grown into a trusted leader in early childhood development, strengthening hundreds of preschools and reaching thousands of children across South Africa and beyond.
1991
Founding year
Play-with-a-Purpose began in Robyn Wienand’s lounge and garden shed after she left the corporate world, realising the inequality of literacy among adults she trained. She noted that the foundation had not been built in early childhood.
1994
Strubens Valley
Moved to Strubens Valley United Church.
1999 / 2001
Duplication
Two preschools and training hubs opened in Strubens Valley and Muldersdrift.
2001
Educational Trust Registered
Play with a Purpose Educational Trust registered. Training preschools and educators in the Play-with-a-Purpose Programme.
2003
SAQA Qualification
SAQA ID 15982 launched as the first NQF4 ECD qualification. Play-with-a-Purpose was among the pioneering non-profit providers.
2006–2014
International Training Expansion
Training delivered in: Mauritius • United Kingdom • Ireland • Zimbabwe • Botswana • Malaysia • Singapore • Zambia • USA • Australia • Ghana • Nigeria
2008
Brand SA Trailblazer
Robyn named a Trailblazer by Brand South Africa.
2008
First Awards Gala
The National Play-with-a-Purpose Annual Awards Gala launched.
2010–2016
Academic & Community Partnerships
Guest lecturing at Monash University. Eco-friendly Cosmo City preschool with Cornell University, Basil Read and Education Africa.
2012
National Recognition
Robyn named runner-up in TLC Africa Woman of the Year Awards.
2012
ECD Leadership
Joined the National Intersectoral Forum for ECD. Robyn served as co-chairperson on a committee.
2014
North West Hub launched
2016
Western Cape & Eastern Cape Hubs launched
2017
ISO 9001 (World First)
First educational institute globally accredited with ISO 9001:2015.
2017
Rotary International’s Paul Harris Fellow Award
2020
COVID ECD Task Force
PWAP represented on 7 national committees overseeing ECD centre reopening.
2024
Bana Pele Collaboration
Partnership with Department of Basic Education.
2025
ISO 21001:2018 (South African First)
First educational institute in South Africa accredited with ISO 21001:2018.
Advocacy & Impact
Contributing to National ECD Strategy
Play-with-a-Purpose contributes to national ECD leadership through representation on the National Intersectoral Early Childhood Development Forum and collaborations with national and provincial government, universities and partner organisations. Our work supports policy development, compliance, quality improvement and community upliftment.
At the centre of Play-with-a-Purpose is a simple truth. When you change the first five years, you change everything. This is why we walk alongside educators, parents and communities with deep commitment and hope.
Our Evidence-Based Approach
How We Create Sustainable Change
The Play-with-a-Purpose theory of change approach is structured, evidence-based and designed for long-term sustainability. This ensures every investment leads to lasting, measurable impact that continues long after the initial training is complete.
Understand and evaluate community and preschool needs
Build partnerships with key stakeholders - principals, teachers and families as well as their communities.
Set clear developmental and organisational goals
Deliver neuroscience-based training and mentorship through the Play-with-a-Purpose programme
Strengthen leadership, systems and daily routines
Measure progress continually through our checklists and adapt support
Sustain and scale what works through Hubs and ongoing interventions
The Difference We Make
Stronger preschools with sustainable systems
Confident, supported educators
Emotionally secure, school-ready children
Involved parents and families
Safer, healthier communities
Improved early literacy and learning readiness
Long-term social and economic benefits
National & International Recognition
Representation on the National Intersectoral Early Childhood Development Forum
Collaboration with government and academic partners
Published in the International Journal of Relational Child and Youth Care Practice
ISO 9001:2015 (world first) and ISO 21001:2018 (South African first)
