U.S. Chamber of Commerce Features TIA’s Pasierb and The Genius of Play at National Meeting
December 8, 2016 | The Toy Industry Association’s (TIA) successful The Genius of Play initiative was featured as a model “Innovative Program” by the U.S. Chamber of Commerce during their Association Committee of 100 (C100) national meeting on December 5th. The C100 is an invitation-only organization comprised of the top 100 leaders representing many of the nation’s most influential trade associations.
Steve Pasierb, TIA President & CEO, was interviewed at the meeting about the creation, progress and future of The Genius of Play in a group conversation led by Susan Neely, President & CEO of the American Beverage Association. Pasierb shared how The Genius of Play is a movement, rather than a classic ad campaign, that seeks to tap into the motivations and interests of young parents and caregivers while leveraging the burgeoning field of play science to change parental attitudes about play. Since its launch in 2015, The Genius of Play has exceeded every expectation and goal for the program set by its activation committee of member executives and the TIA board of directors.
Pasierb told the audience: “In the months leading up to The Genius of Play’s launch, TIA staff reviewed hundreds of studies and interviewed dozens of experts, including child psychologists, pediatricians, academics, and early childhood education professionals. What became apparent from all the research is that although the act of playing might seem simple, there are highly sophisticated developmental, psychosocial and evolutionary processes that take place through childhood play, and toys are one of the primary instruments of play.”
On its website and via social media, The Genius of Play features six key child development benefits cultivated through play: social, emotional, cognitive, physical, communicative, and creativity. These benefits are communicated through short animated videos, infographics, bite-size expert tips, inspirational quotes and other highly-relevant and fun content that parents continue to embrace and share on Facebook and Twitter. The Genius of Play also offers hundreds of ready-to-use play ideas to help busy families make time for play.
Pasierb gave credit to TIA’s staff, members and board of directors for supporting the development of the program through a test phase, growth phase and then a full national rollout that has “surpassed all expectations.”
Pasierb also offered several key points about the future of the program:
- Campaign metrics are reported at every board meeting. TIA also considers how its members and others in the toy industry support The Genius of Play by sharing its messages through their own brand and corporate channels.
- TIA members may utilize the program’s assets in their own brand and corporate communications, which has proven to be mutually beneficial for both the toy community and the campaign.
- Social media is critical – it helps grow the movement’s parent community and builds a two-way dialog between the campaign and its key audience.
- Campaign partnerships are expanding with other groups – including the educator community and other non-profits and experts. Support from these groups is critical to the campaign’s success and will help to gradually impact measureable societal changes towards embracing play and its benefits.
- TIA has launched a national annual attitudinal and behavior survey that supports a goal in TIA’s new strategic plan to “elevate the public image of the toy industry.” The success of The Genius of Play will be a key driver in accomplishing that goal along with TIA’s ongoing toy safety communications and consumer events.
Pasierb is among a select group of CEOs chosen to represent association members before the U.S. Chamber’s Board of Directors, enhance Chamber lobbying and coalition work, recommend programming, and strengthen outreach to the business and association communities.
To learn more about The Genius of Play, visit www.TheGeniusOfPlay.org and follow the movement on Facebook.