About Us

About The Genius of Play

Our mission is to provide families with the information and inspiration they need to make play an important part of their child’s day. Through our website and social media channels, parents can find facts, useful tips and expert advice on how toys and play can help kids build confidence, creativity, critical thinking and other skills that will serve them throughout their lives. Plus, you can get ideas on how to keep playtime fun and fresh!

It’s MORE THAN Play!


Brought to you by the The Toy Association, the not-for-profit trade association representing all businesses that design, produce, license, and deliver toys and youth entertainment products for kids of all ages. The Toy Association's 1,000+ member companies drive the annual $32.6 billion U.S. domestic toy market, and our organization has a long history of propelling the health and growth of the toy industry.

Play is our business — and keeping kids safe while they play is the #1 priority for The Toy Association and its members. The Association has a long history of leadership in toy safety: it helped develop the first comprehensive toy safety standard, and continues to work with government officials, consumer groups and industry leaders on ongoing programs to ensure safe play. Families can learn more about toy safety and how to ensure fun, safe play at www.PlaySafe.org.