A Day in the Life of … Anne McConnell, TIA’s Senior Director of Market Research & Data Strategy

TIA Staff Spotlight

March 14, 2017 | Toy News Tuesday editors recently sat down with Anne McConnell, senior director of market research & data strategy at the Toy Industry Association (TIA), to gain insight into how TIA’s research initiatives can be leveraged to help members grow their businesses. Here’s what she had to say…

What is your career background and how has that experience translated to your role at TIA?

My very first job at 16 years old laid the groundwork for my future. Being a native of New York City, a few days a week I’d get on the subway right after school to my part-time job at FAO Schwarz, where I answered customers’ questions in the information booth. Eventually, I moved on from the information booth to sell dolls, stuffed animals, and games at the iconic store. Little did I know that job was a preview of where my career would take me.

After college, I worked for McGraw-Hill, where I did market research on the construction industry, and then took a job as a researcher at the Direct Marketing Association, where I gained an appreciation for the role a trade association plays in providing useful information to its members about their industry. After that, I spent many years conducting qualitative and quantitative research in the pre-K to grade 12 space for Pearson Education. This blend of career experience was a perfect fit when TIA made the decision to develop a market research capacity four years ago. So here I am.

What types of educational resources does TIA offer to members? How can members leverage these resources to build their businesses or develop innovative product?

TIA offers many free resources to members, available on our website under the Knowledge Network tab. This includes industry data and trend reports, global and domestic market research, expert-led educational webinars, and white papers that take a deep-dive into complex issues impacting toy companies.

In recent years, we have ramped up our research and other educational initiatives as companies see the value this information lends to their businesses, since our research touches on many functional areas. Our commissioned research includes industry benchmarks for compensation, healthcare and benefits, and financials/operations, allowing toy companies to confidentially share their information and compare their businesses to others in the industry.

Reports focusing on parallel industry trends, consumer shopping behavior, and kids’ play patterns help executives come up with fresh ideas for their businesses and assist them in deciding whether it makes sense to expand here in the U.S. or abroad. The reports, along with content from our webinars and other available data, have proven to be extremely worthwhile to our members, who continue to look to us for expert guidance and timely research related to the business of toys and play. 

Can you describe the different partnerships TIA has with other industry groups in order to bring relevant and timely information to members?

TIA partners with several organizations and agencies in providing information to members, including The NPD Group, universities, well-known vendors, and several member firms.

In 2016, we collaborated with the International Council of Toy Industries and NPD in developing a Global Toy Market Report (available exclusively to TIA members on request). For the first time this year, NPD also provided data to measure toy market acceptance for the finalists of the Toy of the Year (TOTY) Awards. In addition, we have a successful partnership with TrendHunter.com, which enables us to provide monthly trend reports to members on many topics related to the toy industry. These reports are extremely valuable in helping member companies come up with new ideas quickly as they innovate. I welcome new topic suggestions from members, who are encouraged to contact me with their ideas. 

What type of research is underway for this year?

We have several exciting initiatives in the works right now!

First, we are about to roll out the 2017 Toy Industry Financial Operating and Benchmark Study that will enable participating member companies to confidentially compare their financial and operating results to other toy companies of similar size, category, and distribution channel. Survey information is being mailed to manufacturer members later this month.

Also, in our efforts to continue helping members expand globally, we are adding France and Germany to our slate of global market research reports, which have so far covered China, Brazil, Australia, Mexico, Canada, the UK, India, and the U.S. These reports address topics related to market demographics and business environment as well as toy trends and consumer behavior in each country. The new reports will be available later this year.

What are some of your hobbies outside of TIA?  

Outside of TIA, I enjoy cooking, reading, and spending time with my husband and two daughters. 

What was your favorite toy growing up?  

I absolutely loved Barbie dolls and Colorforms.

Anne McConnell, TIA’s senior director of market research & data strategy, can be reached by email or phone (646.520.4870).