Contact: Kristin Morency Goldman 
The Toy Association

by The Toy Association & The Good Play Guide™

Accredited Toys to Receive “STEAM Stamp of Approval” for Product Packaging and Marketing Materials

August 2, 2021 | New York, NY – The Toy Association and the Good Play Guide™ announced today the launch of a brand-new STEAM Accreditation Program for the toy industry that evaluates and certifies STEAM (Science, Technology, Engineering, Arts, and Math) products for children. Any toy company or brand involved in the manufacture, design, and marketing of children’s STEAM products is invited to participate in this accreditation program, a joint venture between The Toy Association and Dr. Gummer’s Good Play Guide™, founded by child psychologist Dr. Amanda Gummer.

Submitted products will first be tested by the industry’s most demanding audience – children. While the kids play, they will be observed by professionals who have been trained to carry out research with children in a robust and ethically responsible way. The toys will then be evaluated by the Good Play Guide’s™ team of experts, who will ensure they meet the strict criteria outlined in The Toy Association’s “STEAM Toy Assessment Framework,” which defines and details the specific characteristics of a good STEAM toy for various age groups.

Accredited toys will receive The Toy Association’s official “STEAM Stamp of Approval” for use in marketing campaigns, product packaging and listings, and all other digital and traditional marketing platforms.

“This first-of-its-kind accreditation program for the entire toy industry is a game-changer for all involved in creating, marketing, and selling educational products to children,” said Anna Yudina, senior director of marketing initiatives at The Toy Association. “Participating in the accreditation program will provide toy brands with the opportunity to make their products stand out with an independent, third-party ‘stamp of approval’ based on clearly defined criteria – and will bring increased confidence to consumers and gift-buyers who are looking for high-quality STEAM products to foster their child’s learning, development, and growth.”

Added Dr. Amanda Gummer: “Within the toy industry there is a lot of talk about STEM and STEAM, but until now we’ve had no universally accepted system or uniform understanding of what is or isn’t ‘good enough’ to warrant such a label. This commitment from The Toy Association is a huge move for the industry which now sets a clear benchmark for future STEAM product and activities development.”

In addition to receiving the STEAM Stamp of Approval, all accredited products will receive placement on the Good Play Guide™ website and social channels, as well as on The Toy Association’s Genius of Play website and social channels. The products will also have the opportunity to be featured in the Good Play Guide’s™ marketing campaigns throughout the year and in the run-up to the busy holiday season. Companies with accredited products will receive a detailed report created by Dr. Gummer’s Good Play Guide™ to inform their marketing & PR efforts and future product development.

For more information about the STEAM Accreditation Program or to submit toys for review, please visit

About The Toy Association / /
Founded in 1916, The Toy Association™, Inc. is the not-for-profit trade association representing all businesses involved in creating and delivering toys and youth entertainment products for kids of all ages. The Toy Association leads the health and growth of the U.S. toy industry, which has an annual U.S. economic impact of $98.2 billion, and its roughly 900 members drive the annual $32 billion U.S. domestic toy market. The Toy Association serves as the industry’s voice on the developmental benefits of play and promotes play’s positive impact on childhood development to consumers and media. The organization has a long history of leadership in toy safety, having helped develop the first comprehensive toy safety standard more than 40 years ago, and remains committed to working with medical experts, government, consumers, and industry on ongoing programs to ensure safe and fun play.

As a global leader, The Toy Association produces the world-renowned Toy Fair New York and Toy Fair Dallas; advocates on behalf of members around the world; sustains the Canadian Toy Association; acts as secretariat for the International Council of Toy Industries and International Toy Industry CEO Roundtable; and chairs the committee that reviews and revises America’s widely emulated ASTM F963 toy safety standard.

About Dr. Amanda Gummer and The Good Play Guide
Dr. Amanda Gummer is a child psychologist with over 20 years’ experience working with children and families. Widely considered as a go-to expert on play, toys, and child development, she combines her theoretical knowledge with a refreshingly pragmatic approach to parenting and family life. Her book “PLAY: Fun ways to help your child develop in the first five years,” has been translated into multiple languages with extracts being published in The Toy Association’s Genius of Play initiative, for which she is an expert ambassador. Committed to making the world more playful, Amanda is founder of The Good Play Guide (home of the Good Toy Guide), offering expert independent advice and reviews on a wider range of children’s products, toys, apps and activities to encourage a healthy balanced play diet. For Good Play Guide press and media enquiries please contact: Ruth Leonard, Hello Communications Group ltd.