by Bernadette Boyle, Senior Director of Member Services, The Toy Association
The Toy Association is proud to stand shoulder-to-shoulder with the specialty toy community — including independent toy retailers, up-and-coming inventors, and emerging manufacturers — by offering dedicated advocacy, curated programming, and resources tailored to their needs. At the heart of it all is our belief that every toy company, no matter its size, deserves a seat at the table and a partner that amplifies its voice.
And what better place to share this sentiment than at Marketplace & Academy, where The Toy Association partnered with ASTRA on two sessions that will provide insights on two key issues affecting the specialty sector. Join us on Sunday, June 1, in Room 225B at the Henry B. González Convention Center for the following educational discussions:
- Toys & Play 2025 — Toy Association Initiatives on Behalf of the Toy Industry (10 a.m.): Specialty businesses face big challenges in today’s climate, but you’re not facing them alone. Join The Toy Association’s leadership for a conversation about how the organization is leading the charge on Capitol Hill, through marketplace events like Toy Fair, the LA Fall Preview, and beyond, on behalf of the entire industry.
- Toy Safety 2025… and Beyond (11 a.m.): Dive into timely toy safety topics and learn how your business can confidently guide customers in making informed, safe toy purchases. Attendees will walk away with free, year-round safety resources, including information on smart toys, seasonal safety, and how to be a trusted voice in your community.
These sessions are just one way we’re showing up for the specialty sector, with more initiatives planned for thoughtful advocacy, innovation, and education.
A Voice That Speaks Loudly for You
Specialty businesses face the same regulatory challenges as larger companies, but often without the same bandwidth or resources to navigate them. That’s why advocacy is at the core of what we do. When harmful legislation threatens your business — whether it’s unexpected policy, burdensome compliance changes, or disruptive marketplace regulations — The Toy Association is already in the room, advocating on your behalf.
As of this writing, the most urgent issue we’re tackling is the rapidly evolving global tariff landscape. We’re aggressively advocating on behalf of the industry, leading a global coalition of associations calling for toys to be excluded from this trade policy. The Toy Association continues to raise the profile of the toy industry, the value and importance of play, and the need for an exclusion from tariffs with the current administration, key policymakers, and stakeholders.
We work year-round with lawmakers, regulatory agencies, and international partners to oppose harmful legislation and advocate for sensible safety standards so that your business can continue to deliver joyful, safe play. When threats to the industry arise, The Toy Association acts fast and speaks loudly.
By supporting and scaling the reach of POP, we’re creating a space where inventors and creators have the same access, exposure, and connection as anyone else in the industry."
Innovation Starts Here: People of Play
Creativity is the lifeblood of this industry, and nowhere is that clearer than in the world of inventors and designers. That’s why, through People of Play (POP), we’re creating a stronger bridge between innovators and manufacturers, working to ensure that great ideas never get lost in the shuffle.
The annual POP Global Inventor Pitch & Innovation Conference, taking place Nov. 5-8 in Rosemont, IL, is the largest event of its kind in the world. It’s the worldwide stage for toy and game inventors to share their ideas, connect with companies, and potentially launch the next big hit. It’s a gathering of imagination and industry where ideas spark opportunities, and smaller players get their shot.
By supporting and scaling the reach of POP, we’re creating a space where inventors and creators have the same access, exposure, and connection as anyone else in the industry.
Resources You Can Use — Right Here, Right Now
We know those in the specialty business wear many hats. That’s why we offer a robust library of resources made specifically for small businesses and independent creators:
- On-demand education: Members gain full access to our webinar archives, covering everything from advocacy 101 and website compliance to the ABCs of brand licensing.
- Tailored content: Our recently launched sessions with Amazon guide toy manufacturers through getting started in its online store and navigating fulfillment by Amazon — two crucial areas for growing specialty businesses in today’s ever-changing retail landscape.
- Safety Education Program: Our signature training equips participants with a deep understanding of U.S. and international toy safety regulations, giving you the confidence and knowledge to remain compliant.
And we’re not done. We’re constantly developing new resources based on your needs, because when you succeed, the entire industry moves forward.
At The Toy Association, we see you and we’re here for you. Whether you’re bringing your first product to market or looking to expand your reach, our mission is to give you the tools, support, and voice you need to succeed and ensure your business is protected and empowered now and in the future.
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s 2025 Specialty Toys & Gifts Issue. Click here to read the full issue!
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