The Genius of Play Names Basic Fun’s Ashley Mady as Committee Chair

August 25, 2020 | The Genius of Play, a national movement spearheaded by The Toy Association to raise awareness about play’s critical role in child development and the well-being of people of all ages, is pleased to announce the appointment of Ashley Mady, head of brand development at Basic Fun!, as its new committee chair, effective immediately.

In her role, Mady will help expand and accelerate The Genius of Play’s goals to inspire more families to set aside time for play and raise public awareness of play’s benefits. In addition, Mady will serve as a key liaison between the committee and the Association as well as the face of The Genius of Play to the industry.

“Ashley is an experienced and highly respected toy executive who brings with her a keen understanding of our objectives and big ideas,” said Ken Seiter, executive vice president of marketing communications at The Toy Association. “The Genius of Play has proven itself as not only a key resource for families and educators but as a vehicle for member companies to promote their products as tools for play. We look forward to working with Ashley more closely and seeking her guidance in strengthening The Genius of Play’s value for all audiences."

As head of brand development at Basic Fun!, Mady leads the conceptualization of the company’s new sustainable brands portfolio, oversees promotional and digital initiatives, and works collaboratively with internal teams on growth plans that drive innovation for new and existing brands. She currently sits on the Chairman's Advisory Committee for The Toy Association and previously served as president of Women In Toys, Licensing and Entertainment (WIT) from 2014 to 2020. Mady also founded and helmed the brand licensing and creative agency, Brandberry, where she spent close to a decade launching new IP from the ground up and reinvigorating established brands.

“As members of this industry, we have the lucky job of promoting what a powerful tool play is in supporting children’s development, and The Genius of Play has become an excellent resource for members to do that,” said Mady. “I am thrilled to take on this new role and help The Genius of Play reach new heights.”

Since the onset of the pandemic, The Genius of Play has been hard at work reaching new audiences, through its expansion into Canada; partnerships with top family and play influencers; and its Play Today campaign, which continues to provide families with even more resources to cope and play together. Celebrating five years of service, The Genius of Play is now featuring educational products from member companies in a Play-Fall Giveaways campaign across social media and seeking out new experts to lend their play expertise on different topics.

Members who would like to learn more about these The Genius of Play programs or to get involved with The Toy Association’s The Genius of Play Committee can contact Janis Zegman, marketing project manager, for more information.