When The Toy Association, the american organization representing all companies involved in creating and supplying toys and entertainment products in the U.S. for children of all ages, merged with People of Play (POP), a company providing services, events, and resources for innovators, professionals, and businesses in the toy industry, the goal was clear: to combine resources and expertise to strengthen creativity and innovation, the cornerstones of the toy industry. This partnership has created a unique synergy that optimizes resources, expands networking opportunities, and enhances communication. Leading People of Play remains Mary Couzin, POP’s founder and an iconic figure in the sector, now an integral part of The Toy Association’s leadership team as Senior Vice President. With the support of Greg Ahearn, President and CEO of The Toy Association, the collaboration has expanded the event portfolio and strengthened the connection between industry and consumers, giving new impetus to innovation. In this interview, Couzin and Ahearn discuss the path taken, current market challenges, and future prospects, outlining how play continues to serve as a catalyst for creativity and connection.
The Toy Association and People of Play have joined forces in support of the toy. What convinced you to take this step?
Mary Couzin (MC): One of the most attractive aspects of The Toy Association’s proposal was that all our brands, initiatives, and events stay intact. They are a separate division of The Toy Association, and I am still leading them. The Association encouraged me to “just continue being Mary,” and that is what I am doing. Legacy plays a role, and it is important to me that the attendees of our events continue to be served in the same capacity as years past.
Greg Ahearn (GA): There is a reason Mary is a beloved figure in our industry (and a past inductee in the esteemed Toy Industry Hall of Fame). The thriving community she has built through People of Play’s unique events, meaningful consumer interactions, persuasive content, and industry resources are a testament to Mary’s tenacity and the needs/wants of the inventor community. Coupled with The Toy Association’s resources and assets, we’re excited to help take People of Play to the next level together. The Toy Association has taken various steps over the years to help foster the growth of the inventor and designer community — from our educational programming (webinars and Toy Fair University) to facilitating pitch sessions with major toy manufacturers. By partnering with Mary and People of Play, we have embraced an opportunity to further drive and support the creativity and innovation that are one of the foundational parts of our industry.
Toy Associations are a key reference point in the market. What are your most important initiatives for 2025 and what goals do you want to achieve?
GA: We must always remember that The Toy Association exists to serve the industry and its membership. As we enter 2025, our focus will be on enhancing the critical areas of regulation and advocacy at all levels – state, federal, and international – so we can continue to be leaders for safety and in shaping new legislation around the globe. We will continue to organize, produce, and promote events such as the LA Fall Preview and Toy Fair New York (save the dates – March 1-4, 2025) that create ways for people to build partnerships, exchange ideas, network, and, of course, generate growth. We will also focus on how to continue to be a unifying force for the industry and create a more collaborative and integrated environment for members and partners of all shapes and sizes.
There is a lot of talk these days about the suffering of the toy market. Trying to keep a positive outlook, what are the stimuli that could be used to revive the market?
GA: Ironically, one of our industry’s challenges is also its biggest opportunity. Innovation has always been the greatest catalyst for growth. Whether it be new technology, hot licenses, breakthrough design, or a fresh take on a classic, we need to challenge ourselves as an industry to not just to follow but to create trends, break boundaries, and push the status quo when it comes to creating new ways for kids to play. Regardless of technological advancements, toys will always be where imagination combined with thoughtful execution can create magic (and sales).
The toy market, more than others, is constantly evolving, and it is difficult to see where it is going. What direction is it taking and what can toy companies do to keep up?
GA: The toy business is fueled by the creativity, passion, and energy of each of our members. Therefore, we must continue to invest in people and places where creativity can flourish. As an Association, we aim to create connection, collaboration, and a sense of greater unity as we come together to focus on achieving big things as an industry. These interactions can happen throughout the year at each toy event organized and supported by The Toy Association. Using each opportunity to network and tap into these powers to create outcomes that benefit every company, big and small, will have a positive impact in multiple areas. Positive change takes collaboration and support throughout the industry… I’m counting on that.
With the merger of Toy Association and People of Play, the portfolio of events and fairs dedicated to toys has expanded. These are very important appointments for the exchange of ideas and the creation of new stimuli. What will change in the organisation of these events?
MC: People of Play has the largest global Inventor Pitch and Innovation Conference in the world. Partnering with The Toy Association will allow us to reach the global toy industry on a deeper level and help bring even more attendees with more ideas to the event. Invention and ideation are the core of the toy industry. Our industry will be even stronger and more connected. And, with our Young Inventor Challenge, it’s also an opportunity to help future generations of toy inventors for years to come. We have had success with past participants going into the toy industry, and this year’s challenge included kids from 18 U.S. states and five countries. We are hopeful with The Toy Association’s support to expand further in the future.
GA: Merging was never about trying to consolidate our event offerings but rather expand them to meeting the needs of the diverse audiences we serve across our global industry. By merging with People of Play, we are furthering our support of the inventor & designer community as well as expanding our experiences to include consumer-directed moments like the Chicago Toys & Games Fair (CHITAG) CHITAG. There are so many new opportunities to build on which will help our industry thrive. For example, given the deep manufacturer relationships within The Toy Association, we know many manufacturers will see the value of direct engagement with families during the most important selling season of the year at CHITAG. Second, combining Mary’s creativity and ability to design some of the most compelling events in our industry with The Toy Association’s world class events production team, the sky is the limit on what we can deliver. And finally, we know the combination of both The Toy Association and POP will be able to bring significant awareness to this truly unique event that will attract a broad audience of kids, influencers, media, and families who want to be a part of something special.
What requirements must a toy have in order to appeal to today’s children?
MC: More than anything, today’s toys need to not only capture kids’ interest but be able to hold it. It’s a balancing act between taking an innovative approach, ensuring those classic play elements are woven in (i.e. is it fun? is there repeat play value?), and also aligning with the rapidly evolving interests of a digital-native generation. I think a few key aspects to toy design today that are landing with this new era of kids, when executed right, are customization (toys that put kids in the driver’s seat of their play experiences), authentic tie-ins with pop culture, and smart integrations of technology. When you also combine this with issues parents care more about (sustainability, social responsibility, learning), then you really have a winner.
What will be the main toy trends in 2025?
AG: Only time will tell what toys and games will be trending in 2025 – you’ll just have to visit Toy Fairto find out! But I can say that currently, based on a recent Toy Association survey of U.S. parents, is that families are looking for more toys that align with their values (i.e. are sustainable, instill the importance of diversity and inclusion, and nurture the mental, emotional, and cognitive development of all children ) and parents are investing in more toys and games for themselves as well as toys that encourage intergenerational play. And these trends are happening on a global scale. You can learn more about our trend research and consumer toy shopping insights at toyassociation.org/trends. Our team will unveil the top trends of 2025 next March during Toy Fair’s Toy Trend Briefing, open to all visitors at the show.
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