Contact: Adrienne Appell
The Toy Association


Toy Association Releases “STEAM Toy Assessment Framework”
to Help Companies Create Toys that Support STEAM Learning

New York, NY | January 11, 2021 – What key steps can toy companies take to create playthings that encourage parents and children to embrace and understand STEAM (science, technology, engineering, arts, and math) concepts? A new “STEAM Toy Assessment Framework,” released today by The Toy Association, provides a definitive answer with a three-step model and clearly defined rating criteria with learning goals for five distinct age groups.

The report was created in collaboration with Dr. Amanda Gummer, CEO & founder of the Good Play Guide.

“The new framework builds on The Toy Association’s multi-year initiative to provide a singular, consistent definition of the STEAM category that will ultimately result in better product development and marketing efforts to advance kids’ love of STEAM,” said Anna Yudina, senior director of marketing initiatives at The Toy Association. “Collaborating with Dr. Gummer and her team, we have been able to develop this essential resource for companies to help them ensure their products have all the necessary qualities that define a good STEAM toy.”

Companies can use the report’s worksheet to assess if their toys and games meet the following standards:

  1. Is the toy fun to play with, accessible, inclusive, and does it have good play value?

  2. Does the toy have all six key attributes (active involvement, real-world relevance, logical thinking, arts, free exploration, and supports step-by-step learning) that should underlie a STEAM toy?

  3. Does the toy support one or more learning goals in at least two key subjects, such as science and technology?

For companies looking for more information and insights on how to best utilize this new resource, The Toy Association will host a webinar on February 4 that will provide additional details on the “STEAM Toy Assessment Framework.” Click here to register.

The “STEAM Toy Assessment Framework” expands on The Toy Association’s previous reports, ”STEM/STEAM Formula for Success” (2019) and “Decoding STEM/STEAM“ (2018). The full reports are available at

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 $97.2 billion, and its 1,000+ members drive the annual $27 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.