TIA LogoThe Toy Industry Association (TIA) is calling on toy companies, retailers, and other play-related professionals to participate in the industry-wide Genius of Play campaign. TIA members are invited to send a pre-written Genius of Play email to their consumer database in order to let fans know about the fantastic, fun, and free resources available at www.thegeniusofplay.org and encourage them to take the Play Pledge.

Since the start of the summer, parents, caregivers, and play lovers have been supporting the Genius of Play across social media by sharing the initiative’s animated videos, facts about the developmental benefits of play, expert advice, play tips, and cool toy picks. To date, the campaign has garnered more than 25,000 Facebook fans, and countless families have taken the Play Pledge, collectively committing to more than 400,000 hours of play and counting.

TIA is calling on toy companies to help spread the Genius of Play’s important message even further, so that more families can take the Play Pledge. Once 1 million play hours have been reached, TIA will make a charitable contribution to The Toy Bank.