From Nike to Tom’s of Maine, today’s consumers don’t just shop for products, they seek brands with purpose. In today’s ultra-competitive retail environment, an important component to success is the ability of companies to share their distinct vision and values with their followers.

At Toy Fair New York, attendees will learn how to attract consumers by creating a strong narrative during the session titled, “Building a Brand, Not Just a Product,” taking place on Monday, Feb. 18 from 11 a.m. to 12 p.m. in the Creative Factor Theater (Hall 1D Lobby).

The session, moderated by Robin Raskin, founder of Living in Digital Times and featuring marketing and social campaign experts, will shine a light on various brands of all sizes that have benefited from telling compelling stories as part of their company’s DNA. The panel will guide participants through the landscape of social-good campaigns and provide tips and strategies for crafting a captivating story. The session is part of Toy Fair New York Creative Factor educational programming.

“Consumers, especially millennials, value companies that make positive social impacts,” says Marian Bossard, executive vice president of global market events at The Toy Association. “We know that shoppers are looking for great products, but also they want to know the story behind each company – and the more authentic, the better. This session will help companies get their unique message out to the marketplace to give them a competitive advantage.”

As part of its ongoing commitment to support and foster growth within the global toy inventor and designer community, The Toy Association has significantly expanded and enhanced Toy Fair’s Creative Factor programming, guided by a new Advisory Board made up of innovators and experts across a range of creative fields.

All Toy Fair attendees are welcome to participate in a full schedule of roundtables, presentations, workshops, and panels focused on the interests and goals of inventors, designers, and others in the creative community, included with your registration. Sessions will be held throughout the four days in the Creative Factor Theater, in Hall 1D Lobby.

In addition, toy manufacturers are invited to hear product pitches from select inventors and designers during The Toy Association’s inaugural “CF@TF Inventor Day,” taking place on Friday, Feb. 15, the day before the show floor opens. For more information contact The Toy Association’s Marian Bossard.

Toy Fair New York will take place February 16 to 19 at the Jacob K. Javits Convention Center. Visit ToyFairNY.com or download the free Toy Fair app on Apple iTunes or Google Play for the full list of Creative Factor programming and other informative educational sessions taking place only at Toy Fair.