Women in Toys, Licensing & Entertainment’s new look! | Source: WiT/the Toy Book


by KELSEY ALPAIO, copywriter, Women in Toys, Licensing & Entertainment 

Women in Toys, Licensing & Entertainment (WiT) is sporting a new look and logo that reflects the vibrancy, inspiration, and energy of its global community as the nonprofit organization turns 30 years young. What started as a small group of women casually meeting up in New York City during Toy Fair has evolved into the industry’s preeminent organization that advocates for the advancement of women. It was time for a new look that better reflected this diverse and inclusive powerhouse. Here’s what WiT members have to say about their own experiences and what the new rebrand means to them.

WIT 2.0

“WiT has grown and evolved over the years in size, scope, reach, and impact. We needed a visual identity that better conveyed our diverse community, our impact on the industry, and all we’ve accomplished together. We needed the right partner to help us bring our rebrand to life, one that reflects where we are today, and our vision for the future. We couldn’t think of a better creative partner than the renowned agency, TBWA\Chiat\Day\LA, who landed on Fast Company’s prestigious list of World’s Most Innovative Companies.” — Janice Ross, president of WiT and managing partner of Brand Fresh Management

“As we began our conversations with WiT, we were excited to create this brand redesign that depicts what Women in Toys, Licensing, & Entertainment values and represents. We knew they needed to refine their aesthetic and bring forth the boldness the organization encompasses. The new brand is bold, sophisticated, and versatile, truly elevating the women of WiT.” — Sarah Rubinstein, vice president of strategy at TBWA\Chiat\Day LA


“Stepping into WiT, I wanted to feel different about the way I could show up in a room and have a frank conversation about issues related to how we work together in our industry. I wanted to invite others to be part of the difficult conversations that needed to be had, and let their voices be heard. I’m appreciative of constant change, and that change is hard. It’s exciting to be part of an organization that is creating change together. While the old logo has a lot of meaning to me, and it was like seeing an old friend — I love what the new logo represents. It’s fresh, fun, and serious all at the same time, and it’s all about friendships yet to be formed.” — Delanie West, founding creative director of Be Super Creative

“The industry is changing and we’re starting to see a lot more thought about intersectionality. WiT is an ecosystem, and that’s what makes this organization so unique. You can stay in the toy, licensing, and entertainment industries for your entire career because there are so many different seats at the table. It’s great to have a community that embodies that intersectionality, and that’s what I love about the rebrand — it gives equal real estate to toys, licensing, and entertainment.” — Michele Martell, principal of Martell Media House

“WiT has taught me that there is enough for everyone. In my prior industry, competition was fierce, especially among women. It felt like we were all competing for the same piece of the pie. WiT is completely different. Everyone genuinely supports one another, and believes that women supporting other women is how we all will achieve our goals.” — Karen Kilpatrick, founder of Kayppin Media & Genius Cat Books

“WiT events embody an energy, connection, and passion that is hard to describe. Once you feel it, you know. And I see that in the creative rebrand. It’s bright, bold, and inclusive — all of which is reflected within our member community. The WiT community creates an environment that allows members to feel valued and heard. Together, we have built a sense of community, connecting each of us to something larger than ourselves. This belonging helps us in our work, our relationships, and within our communities, unlocking untapped potential and confidence within each of us. We are creating a better story together.” — Michelle Weber, senior sales executive at Toy’n Around

Women in Toys’ new logo signifies a rebrand and refresh for the company | Source: WiT


“It’s really hard to be able to find and connect with people, especially when you’re feeling self doubt or you’re struggling at work. Being connected to people at WiT has been invaluable. You have this incredible network of some of the most brilliant, remarkable people. And everyone is open to sharing their advice and knowledge. I’ve never found that before.” — Megan Gardner, senior manager of business improvement at The LEGO Group

“When I first started working on my product, I didn’t have mentorship, support, or people who understood the questions I needed to ask. When I started coming to WiT virtual events, I found my people  and always came away with answers to my questions. We’re stronger together, and that’s what I see in the new rebrand. There are all of these different colors and shapes, but they look so beautiful when they’re collectively together.” — Kimblyn Harris, founder of One Good Seed

“One of the coolest things about WiT is that it gives you direct access to some of the highest-level people at the biggest companies in the world. I have some advice for the young professionals in this industry: The more people that you can get to know, the better. You can open up so many doors for yourself by joining an organization like WiT. The new branding shows you who we really are — we’re here, we’re awesome, and we’re fun.” — Amanda Marschall, senior manager of learning and development at The LEGO Group


“The Women in Toys, Licensing, and Entertainment rebrand reflects how WiT has evolved into a female empowerment thought partner for industry veterans and future leaders. As bold champions of progress, we are proud to expand WiT throughout Canada — to inspire the next generation of global leaders.” — Bisma Asmara, senior vice president of MEGA of Mattel, and Christina Sklavenitis of Christina Sklavenitis Consulting

“The future for WiT is bright, and it’s because of a renewed sense of energy around the organization and its commitment, not only to women, but also being authentic and purposeful about its commitment to underrepresented groups. With diverse representation comes diverse ideation, which creates a better WiT. It’s exciting to help young women understand what opportunities are available in our industry. This new look is fresh, energetic, bright, and youthful, and it speaks to the very generation we need to be recruiting into our industry.” — Angelina Castro, director of global brand marketing at Jazwares

Related: Six New Members Join WIT Board of Directors

“The new brand is bold, playful, and empowering, and as a past president, it’s so inspiring to see how far WiT has come and where we’re going. My mantra is, ‘If you receive an email or phone call from a WiT member, answer that email, pick up that phone.’ And that’s what WiT is all about. That’s why I love this organization — our community is full of bright, smart women who encourage and empower one another, and who are creating the future of our industry.” — Joan Luks, principal at The Serenata Group

“WiT gives voices to women in our industry, and I’m looking forward to the future impact we’ll have in a big way. The rebrand is a new start for all of us in so many ways. It reflects how WiT has grown and evolved, similar to the way women have evolved in business. And just like our industry encompasses so many different facets, so does WiT. It’s not just a social forum anymore (although the social aspect of WiT is fantastic!), but it’s an all-encompassing resource to help women connect and expand their businesses and careers.” — Stacy Lewis, co-founder, creative leader, and inventor at Thought Bubbles LLC

WiT matters to its members and the industry as a whole. It’s clear that the future for WiT has never been brighter. WiT has been and will continue to be around to advocate for the advancement of women, elevate and lead important conversations, connect the community, and give voice to women in this industry.

This article is featured in the October 2021 issue of the Toy Book, available Oct. 5!

About the author

Kelsey Alpaio

Kelsey Alpaio

Kelsey Alpaio is a writer and editor who loves telling stories about entrepreneurship, innovation, and work. She received an undergraduate degree in journalism from Lehigh University, where she also earned an M.Eng. in Technical Entrepreneurship.