TIA rebrands as Toy Association in new global strategic initiative

The Toy Association has unveiled a new mission statement, name and major rebrand driven by a new strategic plan.

Formerly called the Toy Industry Association, The Toy Association supports a diverse membership in its initiative to revolutionise the face of toys and play.

The organisation’s member-focused programmes, products, trade shows and consumer events promote international business growth for all members.

Its new tagline, Inspiring Generations of Play, underscore’s the Association’s more than 100 years of service and the development 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 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.”

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