Dear Toy Association Members,
As we step into 2026, the toy industry does so from a position of unity, shaped by a year that demanded resilience, collaboration, and decisive action.
In 2025, our members were faced with unprecedented policy and regulatory pressure, and together we navigated those challenges. Through sustained advocacy, rapid response, and a collective industry voice, The Toy Association helped protect the role of play, elevate the industry’s impact, and deliver tangible progress in Washington and beyond. The Association sharpened its advocacy approach to better meet the growing complexity of today’s policy and regulatory environment, while keeping our members’ priorities front and center.
We kicked the year off by establishing our Centers of Excellence (CoE), designating our advocacy, technical expertise, and communications to serve as technical resources and support for our members. Our Government Affairs CoE now aligns federal, state, and international advocacy under a unified strategy, enabling more consistent engagement with policymakers and faster, more effective responses to emerging issues. The Safety Standards, Technical, & Regulatory CoE provides critical subject-matter expertise to support member compliance while informing policy positions grounded in technical rigor. Meanwhile, our Communications CoE ensures that the industry’s perspectives are clearly articulated to regulators, lawmakers, and the public, particularly on complex or rapidly developing issues.
We also expanded our advocacy capacity with key additions to our team. In 2025, Maria Sierra joined The Toy Association as vice president of federal government affairs, strengthening our presence in Washington, D.C. and our engagement on trade, toy safety, and federal policy matters. At the state level, Lindsey Hueer joined as senior manager of state government affairs (western states), allowing us to more proactively track and respond to legislation affecting packaging, product stewardship, and regulatory compliance across the country.
It's no secret that tariffs dominated the conversation in 2025. Throughout the year, as tariff discussions intensified, The Toy Association moved quickly to provide members with timely guidance and to mobilize a coordinated industry response. We spearheaded the #KeepToysTariffFree movement around the world, for which we worked with global associations and policymakers to share the benefits of play, the economic impact of the industry, and the importance of keeping toys affordable for families. At the same time, we increased direct engagement with lawmakers, federal agencies, and the Administration — elevating the toy industry’s profile through events such as the White House Easter Egg Roll, our inaugural Annual Day of Play on Capitol Hill (in line with the United Nations International Day of Play), and member participation in our DC Fly-In.
A major advocacy milestone in 2025 was the relaunch of the bipartisan Congressional Toy Caucus. Led by Representatives Ted Lieu (D-CA) and Rob Wittman (R-VA), the Caucus provides a dedicated forum to educate lawmakers on issues central to the toy industry. With an annual economic impact exceeding $155 billion and more than half a million U.S. jobs supported, the toy industry has a compelling story to tell — and the Caucus helps to make that story heard.
Looking ahead, 2026 will require continued vigilance and engagement. Emerging technologies, including artificial intelligence, are influencing product development and consumer experiences across industries, including toys. Trade and tariff policy remain top priorities, as discussions evolve at both the domestic and international levels. At the state level, we are actively addressing extended producer responsibility (EPR) laws and other regulatory initiatives that could have significant cost and compliance implications for toy companies. We are also engaging with America250, the National Association of Manufacturers, and other national initiatives to ensure that play, creativity, and the toy industry’s contributions are appropriately protected and recognized.
Throughout this work, we are grateful for the insights, feedback, and engagement our members continue to provide, which are essential to shaping effective advocacy. Thank you for your continued partnership and trust. We look forward to working alongside you in the year ahead.
With appreciation,
Kathrin Belliveau
Chief Policy Officer
The Toy Association™