As we step into a new year, The Toy Association™ team is excited by the possibilities that lie ahead and energized by the progress we’ve made together as an industry. 2024 was a transformative journey for the Association, filled with milestones and achievements that primed us for an extremely successful year ahead. Through it all, our unwavering commitment remains the same: to be in service to our members — with excellence and purpose.

Here are just a few of the ways The Toy Association continued to evolve in 2024 to better meet the needs of our members and the greater toy community:

• Historic Leadership: Industry veterans have strengthened our leadership team, bringing not just expertise but also a profound understanding of the toy industry. We share the challenges and opportunities you navigate daily because we’ve experienced them, too. As we welcomed Sharon Price John, president & CEO of Build-a-Bear Workshop, as the first female chair of our Board of Directors, and Kathrin Belliveau, formerly on Hasbro’s executive leadership team, as our first chief policy officer, each has brought their passion, deep industry roots, and commitment to advancing our mission.
  
  
• Uniting with People of Play: Our merger with People of Play has given the Association another touchpoint in deepening our relationship with the inventor and design community and expanding our reach to consumer audiences. By integrating consumer events into our portfolio, we’re creating experiences that drive engagement, excitement, and value for everyone involved.
  
  
• LA Fall Preview: Our inaugural presence in El Segundo opened the Fall Preview to companies of all types and sizes, solidifying this market as a key stop on the toy business calendar. This milestone is just the beginning of our emphasis on listening to our members and providing more ways to connect with buyers and partners.
  
  
• Global Advocacy: Our global advocacy efforts operate tirelessly behind the scenes, every day of the year. Currently, much of our time and resources are focused on one of our most pressing challenges: tariffs. We’ve brought the industry together to align strategy and amplify the voices of toy companies, raising awareness about the potential impacts while proactively working to protect and advance your interests.

We start 2025 with incredible momentum and picking up speed with the unveiling of the “The New Toy Building” by The Toy Association in El Segundo, a long-term strategic hub designed by toy people, for toy people. This state-of-the-art facility, designed in the spirit of the original Toy Building in New York City, will serve as a year-round destination for innovation, collaboration, and growth in the heart of the toy district — opening new doors for toy companies of all sizes. Mark your calendars for the 2025 LA Fall Preview market weeks, set for September 8 to 19, 2025, which will be filled with Toy Association-hosted networking events, educational sessions, philanthropy opportunities, and more to bring the vibrant global toy community together.

But that’s just the start. In my first six months in the CEO role, The Toy Association created a Three-Year Action Plan, centered on five key pillars that guide everything we do: Engagement (fostering collaboration and alignment to unlock new opportunities for members), Experiences (including events and platforms for both the TA and POP), Global Advocacy (championing industry interests worldwide), Inform & Educate (empowering you with forward-looking insights and education), and Giving Back (working together to deliver play through The Toy Foundation).

Each pillar is backed by actionable goals, measurable outcomes, and the promise to hold ourselves accountable to deliver tangible results for every member.

At the heart of everything we do is one simple truth: Play is powerful. Not every industry has the chance to bring joy, spark imagination, and lay the foundation for mental, emotional, and physical growth like toys. Together, we have the unique privilege and profound purpose of creating something truly magical for kids around the world — to shape young minds, foster innovation, and create moments that matter.

The Toy Association would like to thank you for your continued partnership, trust, and dedication. Here’s to a new year filled with opportunity, growth, and, of course, play. Let’s make 2025 a year to remember.

Appreciatively,

Greg Ahearn
President & CEO
The Toy Association