Less than half of children do an hour of physical activity a day - prompting the relaunch of a campaign to get kids up and moving during the summer holidays.

With activity levels, say health chiefs, inclined to drop during school breaks, parents are being urged to do all they can to keep their kids on the move from this week.

The Disney-inspired 10 Minute Shake Up campaign, breaks down the recommended daily hour of exercise into a series of more manageable chunks by suggesting short games and challenges households can take-on inspired by their favourite television and film characters.

With only 45% of primary school-aged pupils meeting the Chief Medical Officer's guidelines for an hour of physical activity a day, and those rates inclined to drop when children no longer have PE, playtimes and travel to and from school, the government has been prompted to relaunch the initiative to try and improve matters.

The campaign – delivered by the Office for Health Improvement and Disparities (OHID) and supported by Disney – returns in full for the first time in three years after it was paused in the first year of the pandemic and only returned partially last year.

Public Health Minister Maggie Throup said: "Being active is vitally important to living longer and healthier lives and helps kids to feel good, build confidence and develop important skills.

"The 10 Minute Shake Ups are a great way for children to have fun over the summer holidays, and these free activities will also help parents keep their kids entertained for less, while making sure they’re getting the daily exercise they need to stay healthy."

From ‘Mirabel Guards the Magic Candle’ inspired by Disney’s Encanto, to Buzz Lightyear’s Ball Challenge inspired by Disney and Pixar’s Lightyear, there are over 40 games to choose from that should not only keep children on the move but also provided them with some quick and simple activities during the sometimes long six-week break.

All of the 10 minute Shake Ups can be found online via the NHS Healthier Families website while packs have also been distributed to primary schools to give out ahead of classrooms closing.

Pofessor Kevin Fenton, OHID’s Regional Director for London, said: "Children often find themselves bored with so much time on their hands during the summer holidays, and it’s often a challenge for parents to keep their kids entertained, particularly if people are on a tight budget.

"Data also shows that those from ethnic minority communities are also less likely to get the one hour of physical activity as recommended by the Chief Medical Officer. These Shake Up games are a great way for every child – regardless of their background – to have fun for less while staying active and healthy."