The US trade body for toys has rebranded as The Toy Association.
Formerly known as the TIA (Toy Industry Association), the rebrand is not just surface-level, as it now also boasts a brand new mission statement and strategic plan moving forward.
“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,” said Steve Pasierb, president and 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.”
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 and its new tagline, ‘Inspiring Generations of Play’, aims to underscore the Association’s 100 plus years of service and the developmental benefits of play in a child’s life.
“THIS IS NOT YOUR FATHER’S TOY ASSOCIATION, BECAUSE THIS IS NOT YOUR FATHER’S TOY INDUSTRY NOR MARKETPLACE. THE GLOBAL TOY AND PLAY LANDSCAPE HAS TRANSFORMED DRAMATICALLY OVER THE LAST FEW YEARS.”
DAVID HARGREAVES, CHAIRMAN OF THE TOY ASSOCIATION’S BOARD OF DIRECTORS
David Hargreaves, chairman of The Toy Association’s board of directors and strategic advisor at Hasbro, added: “This is not your father’s Toy Association, because this is not your father’s toy industry nor marketplace. 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.”
The Toy Association will soon relaunch its digital presence with a new mobile-first website and it opens for business today in its brand-new Manhattan headquarters.