The Toy Association Responds to Evolving Member Needs with New Strategy, New Name, & Major Rebrand
The Toy Association – the largest trade association of its kind in the world – today unveiled a new mission statement, new name, and major rebrand driven by an innovative strategic plan. Formerly called the Toy Industry Association, The Toy Association supports a diverse membership whose global reach is revolutionizing the face of toys and play. The organization’s member-focused programs, products, trade shows, and consumer events promote international business growth for all members. Its new tagline, “Inspiring Generations of Play,” underscores the Association’s 100+ years of service and the many developmental benefits of play in a child’s life.
The Toy Association ended 2016 with 1,098 member companies that design, produce, license, and deliver toys and youth entertainment products for kids of all ages. The trade group has a long history of propelling the health and growth of the U.S. toy industry, which has an annual economic impact of $80.25 billion in the United States.
“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 & chief executive of 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.”