This study attempted to determine whether simple, naturalistic procedures could be used to increase the rate of physically affectionate behaviors directed at stuffed toy animals and at peers in the play of 4- and 5-year-old children. Procedures were developed for scoring affection and aggression during group play. The context of reading a story was used to facilitate affection. There were four modes of presentation of the story: Control (no reference to affection); Verbal Cuing (verbal stress on affectionate behaviors in the story); Modeling (modeling of affection during presentation); and Modeling/Practice (modeling reinforced with practice of affection). Measures of affection and aggression directed at toys and peers were taken during free play periods before and after story presentation. The last treatment was the only one to significantly increase affectionate behavior directed at toys in both sexes. In the same group, there was also a decrease in aggressive behavior by boys directed at toys. The results are discussed in terms of strategies for obtaining desired social behavior. (Author/SB)