Geoffrey Greenberg, co-president of Just Play talks about Just Play’s new U.K. subsidiary and the company’s corporate mission in the Toy Book’s annual State of the Industry Q&A.
The Toy Book: How will Just Play’s newly established UK subsidiary increase the company’s international growth?
Geoffrey Greenberg: Charlie Emby and I are pleased to announce that Just Play UK officially opened its doors on Jan. 1, and we are very proud of the team that will be driving our success in the UK and Europe. It is a pivotal development for our company and the latest addition in our global expansion following new subsidiaries in Australia and New Zealand in 2020, as well as business hubs in Florida, Pennsylvania, California, Hong Kong, and China over the past 12 years.
Retailer reactions during sales previews have been very strong, and there’s a lot to be excited about. Our portfolio includes industry-leading brands like CoComelon, Blue’s Clues and You!, Disney Doorables, and Mickey Mouse and Minnie Mouse, which both enter 2022 exceeding expectations and backed with new content, as well as Disney+ support. We are excited to work closely with our new and existing retail partners and licensors, as well as new partners, to optimize our business performance in the UK, Ireland, and EMEA region.
TB: How important is charitable giving to Just Play’s corporate mission and to the toy industry overall?
GG: Charitable giving is a huge priority for both Just Play and the toy industry. Overall, the industry has always been very philanthropic with organizations like The Toy Foundation, working with The Toy Association members to provide support to children and families across the world, but the continued expansion in charitable donations during the past couple of years has been tremendous. It is great to see how everyone has pulled together to give back to those in need from COVID-19 relief and beyond.
Over the past year, Just Play has worked with Nickelodeon, Mattel, pocket.watch, DreamWorks, and Warner Bros. to launch licensed face masks with partners to donate to various COVID-19 relief funds. In addition, we worked closely with Disney to introduce the Doc McStuffins Wash Your Hands Singing Doll that enabled parents to have discussions about healthy habits with their kids, while allowing us to give back through a charitable tie-in to Feeding America. We partnered with WaterBabies and charity: water, a nonprofit organization that provides clean and safe drinking water to developing countries, to fund water projects across the world. Just Play is also proud to continue to support our local communities, including Joe DiMaggio Children Hospital, Children’s Hospital of Philadelphia, and Ronald McDonald House Charities.
This article was originally published in the February 2022 edition of the Toy Book. Click here to read the full issue!
