The Toy Association™ Announces 3-Year Action Plan in Support of Members’ Evolving Needs

NEW YORK, NY | February 4, 2025 — The Toy Association™ has unveiled its Three-Year Strategic Plan, a new framework designed to support the growth and success of the global toy and play community. Anchored by five core pillars, the plan will serve as the roadmap for The Toy Association’s efforts as the unifying force that works in the service of its members and the broader toy industry.

“The toy industry is unique — it plays a critical role in a child’s mental, physical, and emotional development, and our focus will be to create and evolve initiatives that enhance our member’s ability to create and produce products and services that deliver on that promise,” said Sharon Price John, chairperson of The Toy Association Board of Directors and president & CEO of Build-A-Bear Workshop. “With direct input from members throughout the Association and key industry stakeholders, our action plan aligns with the real needs of toy companies today. We are committed to their business success as we advocate for fair policy decisions and regulations, provide world-class experiences, and create engaging opportunities for members to learn, grow, and evolve in an ever-changing business environment while supporting every effort to give back where and when families need it the most.”

The Three-Year Action Plan takes a collaborative, proactive approach that leverages the Association’s existing industry partnerships, global resources, and influential platforms recognized worldwide — including Toy Fair®; The New Toy Building in El Segundo for LA Previews; People of Play’s Chicago Toy & Game Fair, Inventor Pitch & Innovation Conference, and Young Inventor Challenge®; The Toy Foundation™, and more — to deliver lasting value for the toy and play community.

The Toy Association’s mission is to be in the service of our members and the broader toy communities. Every initiative we undertake, every event we produce, and every advocacy effort we champion is designed to strengthen and support the industry’s shared goals through a focus on five core pillars that will drive tangible impact:

1. Engagement: A Stronger, More Connected Industry
We believe that when we work together, everybody benefits. We are committed to delivering more ways for EVERY member to provide input — because great ideas are sparked by every corner of the toy community. Our ability to be a unifying force within the industry can help drive collaboration, alignment, and new opportunities for every member.

2. Experiences: Creating Opportunities for Growth
We know from experience that great things happen when we come together as an industry, which is why we’re investing in events and platforms that will continue to connect the toy and play communities. We’re committed to building experiences that facilitate growth, innovation, and partnership — ensuring that companies of all sizes can engage with buyers, media, consumers, and partners in meaningful ways.

3. Global Advocacy: Protecting and Championing Your Interests
As the representative body of the U.S. toy industry, we are your strongest advocate to protect and promote your interests worldwide. We ensure that your voice is heard, and the greater interests of our entire industry are strongly supported where and when it matters most — whether it’s the halls of Capitol Hill, in international trade discussions, or throughout the regulatory and standard setting process.

4. Inform & Educate: Empowering Companies to Succeed
The toy industry is evolving rapidly, and staying ahead of trends, regulations, and consumer behaviors is more critical than ever. That’s why we continue to deliver actionable insights, research, and educational programs designed to help you navigate today’s challenges and prepare for tomorrow’s opportunities.

5. Giving Back: Helping Children in Need through the Power of Play
Play has the power to change lives, and through The Toy Foundation, we’re committed to making sure that every child has access to the joy and benefits of play, where and when they need it most.

“The Toy Association’s mission has always been to champion the business of play, and our vision for the future is clear: We are committed to remaining a trusted partner to our members,” said Greg Ahearn, president & CEO of The Toy Association. “Through these five pillars, we will continue to drive value, advocate for our industry, and support the innovation that makes toys and play essential to childhood development.”

This new chapter for The Toy Association is also marked by historic leadership milestones, including the appointment of Price John as the organization’s first female chairperson and the addition of seasoned executives throughout the organization that bring significant, first-hand manufacturing, retail, marketing, event, and inventor experience to work side-by-side our member companies. With a strong foundation in place, the Association remains focused on the needs of the industry with visionary leadership and practical solutions that will create real impact.

Ahearn continued: “As we embrace evolution, innovation, and new opportunities, listening to member feedback remains a top priority so the Association’s work directly aligns with evolving priorities of businesses of all sizes. The Toy Association will continue to build on its rich legacy of bringing together the incredibly diverse toy community, from startups and global brands to retailers, inventors, and key industry partners. We are dedicated to providing value in as many ways as possible for the industry.”

The Toy Association invites all members to hear more regarding this plan and other key updates at the Association’s Annual General Meeting, taking place during Toy Fair® on March 1 at 4 p.m. in the General Session Theater in the Javits Center.

For more information about The Toy Association, visit www.toyassociation.org.

Founded in 1916, The Toy Association™, Inc. is the business trade association representing all businesses involved in creating and delivering toys and youth entertainment products for kids of all ages. The Toy Association leads the health and growth of the U.S. toy industry, which has an annual U.S. economic impact of $157.5 billion, and its roughly 900 members drive the annual $41 billion U.S. domestic toy market. The Toy Association serves as the industry's voice on the developmental benefits of play and promotes play's positive impact on childhood development. The organization has a long history of leadership in toy safety, having helped develop the first comprehensive toy safety standard more than 40 years ago, and remains committed to working with medical experts, governments, consumers, and the industry on ongoing programs to ensure safe and fun play.

As a global leader, The Toy Association produces the world-renowned Toy Fair™ in New York City; hosts marketplace activities in Los Angeles; engages in state, federal, and international advocacy on behalf of its members; supports the inventor and design community through People of Play™ and its numerous assets and events, including the consumer-facing Chicago Toy & Game Fair; sustains the Canadian Toy Association; acts as secretariat for the International Council of Toy Industries and International Toy Industry CEO Roundtable; and chairs the committee that reviews and revises America's widely emulated ASTM F963 toy safety standard. The Toy Association's philanthropic arm is The Toy Foundation™, a 501 (c)(3) children's charity that acts as the uniting force for the collective philanthropy of the toy industry. To date, The Toy Foundation has delivered the joy of play to 33 million children in need worldwide.