The Toy Association (TA) elected Michael Keaton, president of Schleich North America, to its board of directors. Keaton will be responsible for representing the interests of TA members who are manufacturers.

Keaton is a 16-year veteran of the global toy industry. He started his career in toys with the LEGO Group in 2002, first in the U.S. and Canadian markets and then through global roles in Australia and Denmark. He was a board member of the Australian Toy Association (ATA), and a member of its executive committee, working to bring together retailers and manufacturers for the benefit of the industry. Prior to joining the LEGO Group, Keaton worked for The Coca‑Cola Co. and Coca‑Cola Enterprises.

Keaton returned to the North American market upon joining Schleich in October 2015. He plans to utilize his global experience to support TA’s mission to lead the growth and health of the toy industry. He is an active member of TA, project team member on the Genius of Play committee, a private contributor to the Toy Industry Foundation, and a volunteer for Samaritan’s Purse.

Keaton will serve a two-year term beginning February 2018.