Toy Association Unveils Brand Refresh

The re-branding also includes expanded member services and new ventures.

The Toy Association, formerly called the Toy Industry Association, has revealed a new mission statement, name and major rebrand.

As part of the organization’s new mission statement to be “a unifying force for members’ creativity, responsibility and global success, advocating for their needs and championing the benefits of play,” The Toy Association has raised its platform globally in order to advocate for its members’ businesses in North America and in a host of international markets.

The Toy Association has also extended its core services and expanded into new ventures, including Play Fair, a kid and family business-to-consumer event; ShopToys365.com, a business-to-business digital marketplace for toy retailers and suppliers; and The Genius of Play, a consumer-focused initiative that encourages families to make time for play by educating participants about healthy childhood development.

“This is not your father’s Toy Association, because this is not your father’s toy industry nor marketplace,” says David Hargreaves, chairman of the board of directors, The Toy Association, and strategic advisor, Hasbro. “The global toy and play landscape has transformed dramatically over the last few years. Our team is effectively overhauling every aspect of the Association with an eye to the future to make certain we continue to provide members with best-in-class resources, business insight, and support to help them grow and thrive.”

Additionally, he Association will also continue to collaborate with international toy associations, foreign governments and national standards bodies to advance toy safety and align global standards. The organization currently sustains the Canadian Toy Association; acts as secretariat for both the International Council of Toy Industries and the International Toy Industry CEO Roundtable; and chairs the committee that reviews and revises America’s ASTM F963 toy safety standard.

The Toy Association will also re-launch its digital presence with a new mobile-first website.

“The Toy Association’s members are the ‘North Star’ of our new strategic direction, assuring that everything we do is about them and their business success,” says Steve Pasierb, president and chief executive, The Toy Association. “Refining our strategic blueprint demanded a refreshed mission, which led to a change in name, an emphasis on branding, a new approach to digital communications and new office headquarters to serve staff and members alike. We challenged ourselves to question every aspect of our reason for being, and found ways to be more agile, more relevant, and more successful at bringing our members best-in-class services and support.”