Introduction: The benefits of the application of therapeutic toy (TP) in pediatrics are widely reported in the literature. The evidence supports its use in the care of hospitalized children, with a positive impact on reducing anxiety and fear, not only for the child, but for her family members. This study sought to investigate the perception of professionals from a reference group for the application of TP in relation to its implementation in a pediatric hospital unit. Objectives: to understand how professionals from a reference group on play (BrinquEinstein) evaluate the process of systematic implementation of TP in pediatric hospital units; outlining the facilitating factors and barriers for this implementation to occur from the perspective of these professionals. Method: Exploratory study, with a qualitative approach, developed in the pediatric and intensive care units of a general hospital, extraport, in the city of São Paulo, with professionals who belong to a reference group in play. Data were collected through individual semi-structured and audio-recorded interviews, being analyzed using thematic analysis. Results: from the analysis of the interviews, two themes emerged that represent the perspective of BrinquEinstein members on the TP implementation process: “experiencing a transformative process” and “establishing future perspectives”. Conclusion: For professionals, it is essential that the use of TP becomes a routine practice in different contexts of child health care. Managers and institutions play a fundamental role in the implementation of this practice, in the identification of needs and the search for solutions for its execution.