I agree with you lankeela. I have had show dogs as well and they loved to play, so I don't see any significance there. I know I am always going on about clickers, but they do get the dog's attention. So, perhaps you might try clicker training him, i.e. throwing a toy a short distance away, luring the dog to the toy by showing him a treat. When he comes however close to the toy, click and treat. He may not come right up to the treat at first, but every positive effort he makes should be rewarded. He will then come closer and closer and eventually pick the toy up. Gradually he will learn that the toy is a good thing and when he has grasped this you can stop using the clicker and just give him the treat when he brings you the toy. He will learn that this is fun and start to understand 'playing'.
If you want to learn more about clicker training there are plenty of books about it inmost pet shops, along with the clickers. Or you can go here:
http://www.clickerzoneuk.co.uk/ or just type "clicker training" into Google. Best of luck!