Serge Micheli, executive director of The Canadian Toy Association, discusses the Canadian toy industry and The Canadian Toy Association’s key initiatives in the Toy Book’s annual State of the Industry Q&A.
The Toy Book: What are the biggest challenges facing the Canadian toy industry this year, and how is The Canadian Toy Association addressing them?
Serge Micheli: The biggest challenges heading into 2022 are the ongoing supply chain issue and the global COVID-19 pandemic. The Canadian Toy Association (CTA) and The Toy Association have been providing tools and information to assist our members as they navigate supply chain issues and issues related to COVID-19, including webinars with experts to weigh in on challenges and offer facts and potential business solutions. In addition, the CTA is working with the Chamber of Commerce to provide support to our membership on the supply chain crisis.
In July, we held a State of the Industry online seminar with member retailers and The NPD Group on our panel. We had more than 100 participants and discussed the current issues facing the toy industry. We received terrific feedback from our membership who really gained valuable insights. As we move into 2022, we will continue to rely on digital measures to bring retailers and CTA members together.
TB: What are The Canadian Toy Association’s key initiatives for the year ahead?
SM: The key initiatives ahead for the CTA will be developing opportunities for safe, in-person education and networking. In addition, we will continue to expand our online webinar offerings. We will continue to promote the Genius of Play within Canada to provide opportunities for increasing the awareness of the value of play for kids.
CTA will continue to partner with the Royal Canadian Mounted Police (RCMP) and Thomson Terminals Ltd. to produce the Toys for the North Program. This program provides toys donated by CTA members to reach children in remote communities that are not able to access toys during the holiday season. In 2021, CTA Members donated more than $195,500 worth of toys during the 11th Annual Toys for the North initiative.
This article was originally published in the February 2022 edition of the Toy Book. Click here to read the full issue!
