The National Center for Families Learning and Toyota Partner to Ignite Imaginations Across the Nation

    The National Center for Families Learning and Toyota Partner to Ignite
                        Imaginations Across the Nation

Inspired by a National Survey, Family Time Machine Makes Every Moment a
Learning Opportunity

PR Newswire

LOUISVILLE, Ky., Feb. 12, 2014

LOUISVILLE, Ky., Feb. 12, 2014 /PRNewswire-USNewswire/ -- In a tale as old as
time, the evening comes to a bustling end as mom or dad catches a glance at
the clock and asks in disbelief, "Where did the day go!?" To get right to the
bottom of it, the National Center for Families Learning (NCFL) tapped Harris
Poll in October 2013 to conduct an online survey of more than 2,000 U.S.
adults* to investigate how families spend their days together. And while they
definitely can't create more time for parents, today NCFL and Toyota announce
the Family Time Machine, a website and mobile app to help parents and kids
make better use of every moment in the day.

In their survey, NCFL found:

  oThe average amount of time parents spend with their children each day is
    8.6 hours

       oEven working parents (employed full-time, part-time or self-employed)
         spend an average of almost seven hours (6.7) each day with their kids

  oClose to 2 in 5 (37%) parents aren't comfortable helping their children
    learn outside the classroom
  oMore than half (53%) of parents wish they knew how to make better use of
    the time they have with their children

Inspired by the study's findings, Family Time Machine turns everyday occasions
into family learning time through sharing and imagination. Whether it's space
travel at breakfast or dinosaurs at bath time, with the Family Time Machine
there isn't a wasted moment for learning.

Tailored activities include:

  oMorning time Toothbrush Jams and Step-a-thon
  oDrive time Stoplight Stories and Tree Hunt
  oMeal time Dinner Geometry and Food Architecture
  oBed time Math Hands and Giggle Time

"Learning is no longer confined to a classroom, or a textbook," said Emily
Kirkpatrick, vice president of NCFL. "Children need to learn in ways that are
relevant to real-life situations, and our recent study shows us that parents
are open to inspiration. The Family Time Machine will help parents seize
learning opportunities in everyday and every moment."

Led by NCFL and funded by Toyota, Family Time Machine is a part of Toyota
Family Learning, a six-year program that features modern-day solutions to
educational challenges—including innovative mobile learning tools and funding
for groundbreaking community work. The program strives to create new models
for learning by expanding family literacy beyond the classroom and into homes
and communities.

Key elements of Toyota Family Learning include:

  oFamily Time Machine, a new website community inspiring families across the
    nation to learn, interact, and thrive together
  oGrants for communities to fund new family mentor programs and service
    learning programs targeting vulnerable families
  oOnline resources, such as

"Family Time Machine exemplifies Toyota's commitment to supporting programs
that help families learn together by transforming everyday moments into ones
of great learning potential," said Mike Goss, vice president of external
affairs for Toyota Motor Engineering & Manufacturing North America, Inc.
"Literacy is critically important in maintaining a competitive workforce, so
we're especially pleased to build upon our longtime relationship with NCFL
through the Toyota Family Learning initiative."

A Longtime Learning Alliance
Over the 22 years of their progressive partnership, NCFL has fostered
exemplary learning programs across the country with Toyota's generous
support—256 family literacy sites in 50 cities and 30 states to date. The
partnership has helped more than one million families make positive
educational gains that have resulted in academic and economic success for
parents and their children.

Additional Information

  oFull Family Learning Report available here
  oFollow the adventures on Twitter at @FamTimeMachine
  oShow us your own learning moments on Instagram #FamilyTimeMachine

About the National Center for Families Learning
The National Center for Families Learning (NCFL) is a national nonprofit
organization dedicated to helping adults and children learn together. NCFL
creates and deploys innovative programs and strategies that support learning,
literacy and family engagement in education. From the classroom to the
community to the digital frontier, NCFL collaborates with educators, advocates
and policy-makers to help families construct hotspots for learning wherever
they go. For more information on NCFL's 24-year track record, visit

About Toyota
Toyota (NYSE: TM) established operations in the United States in 1957 and
currently operates 10 manufacturing plants. Toyota directly employs over
31,000 in the United States and its investment here is currently valued at
more than $19.5 billion, including sales and manufacturing operations,
research and development, financial services and design.

Toyota is committed to being a good corporate citizen in the communities where
it does business and believes in supporting programs with long-term
sustainable results. Toyota supports numerous organizations across the
country, focusing on education, the environment and safety. To date, Toyota
has contributed $700 million to nonprofits in the United States.

For more information about Toyota, visit (NYSE:TM)

Study Methodology
This survey was conducted online within the United States between October
8-10, 2013 among 2,020 adults (aged 18 and over), *among which 454 are
parents/guardians of any children ages 18 and under living in their household
and 309 are working parents, by Harris Poll on behalf of NCFL. Figures for
age, sex, race/ethnicity, education, region and household income were weighted
where necessary to bring them into line with their actual proportions in the
population. Propensity score weighting was used to adjust for respondents'
propensity to be online.

All sample surveys and polls, whether or not they use probability sampling,
are subject to multiple sources of error which are most often not possible to
quantify or estimate, including sampling error, coverage error, error
associated with nonresponse, error associated with question wording and
response options, and post-survey weighting and adjustments. Therefore, the
words "margin of error" are avoided as they are misleading. All that can be
calculated are different possible sampling errors with different probabilities
for pure, unweighted, random samples with 100% response rates. These are only
theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to
participate in surveys. The data have been weighted to reflect the composition
of the adult population. Because the sample is based on those who agreed to
participate in the online panel, no estimates of theoretical sampling error
can be calculated.

[For complete survey methodology, including weighting variables, please
contact Sara Crumley at]

SOURCE National Center for Family Literacy

Contact: Sara Crumley, SHIFT Communications for NCFL,,
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