The Genius of Play campaign, the Toy Industry Association’s (TIA) industry-wide initiative to open up a dialogue with parents and raise awareness about the developmental benefits of play, launches in two weeks. The next phase of the campaign will build on the success of the Q4 Genius of Play test, and feature content based on play-related research collected by TIA in interviews with academics, psychologists, journalists, and other play-focused professionals.
The new elements to be unveiled on June 22 will include: an animated video series of nine vignettes showing kids in real play moments, and highlighting various developmental benefits and skills learned through playful activities; a content-rich website, thegeniusofplay.org, featuring facts about the many developmental benefits of play, expert advice, play tips, a consumer call to action that encourages parents to “Pledge to Play” to support fun and beneficial play for their kids, and more; and a multi-faceted promotional and social media plan to promote the new content.
Toy companies, retailers, and other play-related professionals are encouraged to provide Jackie Retzer, TIA’s assistant manager of marketing communications, with social media or marketing contacts. She will reach out to them during the week of June 22 with campaign assets, including social media copy and visuals to post on company websites and include in consumer emails.
