The Toy Industry Association (TIA)’s Board of Directors recently gave unanimous approval to an updated mission statement and new strategic plan for 2017-2020. The plan, according to the TIA, is designed to support the evolving needs of the toy community, a changing global marketplace, and the expectations of the 21st century.
The announcement kicks off a wider rebranding effort that will include the TIA relocating to a bright, creative new office space in New York City, timed with the unveiling of a new logo, positioning tag line, and website in the spring of 2017.
TIA’s updated mission is: “We are a unifying force for members’ creativity, responsibility and global success, advocating for their needs and championing the benefits of play.” The 2017-2020 strategic plan, which will come into effect in January, is focused on six interlinked goals with multiple priority actions detailed by year under each. They are to focus on the TIA’s core services and long-term transformation; strengthen and expand TIA’s global advocacy and market access programs; elevate the public image of the toy industry; develop organization and industry human leadership; ensure financial sustainability; and improve the membership experience.
