Toy Association’s Robust Strategy Against Counterfeiting Highlighted as Best Practice
January 3, 2022 | Associations Now has published a feature article highlighting The Toy Association’s effective strategy against counterfeiting. The article points to The Toy Association’s emphasis on safety as critical to making strides on the challenging issue and outlines best practices for trade groups looking to make headway on issues that matter to their members.
The feature offers a look at how The Toy Association built a strong strategy around consumers, industry players, and legislators, and how close collaboration among internal departments helped in the development of white papers, webinars, policy statements, and consumer research tackling the threat of counterfeit toys.
Steve Pasierb, President & CEO of The Toy Association, told the publication that leaning into the safety risks of counterfeit products has been particularly effective in consumer outreach, as has finding strong external partners, including those who were previously at odds with the Association, such as U.S. Public Interest Research Group (PIRG).
“So what were traditionally enemies found that ground where our combined message was more powerful than either one of us alone or either of us fighting together,” Pasierb said.
Pushing back against counterfeits will continue to be a strategic priority for The Toy Association in 2022, as the federal affairs department works alongside congressional offices driving support of the SHOP SAFE Act and INFORM Consumers Act and remains in discussions with key committee members as they work to bring the bill to the House floor for a vote. The Toy Association’s strategic communications team will also continue spreading awareness in the media about the dangers of counterfeit toys and educating consumers on how to identify and avoid illicit products.
Read the full article in Associations Now here.