Registration is now open for an upcoming Toy Association webinar that will explore how artificial intelligence is transforming the way consumers discover products online, and what brands must do now to remain visible as generative search continues to shape purchase decisions.
Taking place Thursday, April 2 at 2 p.m. (Eastern), “The New Rules of Toy Discovery: How AI Is Influencing Marketing, Communications & Shopper Behavior Within Generative Search,” will outline why generative engine optimization (GEO) is becoming a marketing priority and how brands can strengthen their authority, credibility, and discoverability ahead of the 2026 holiday season. Themes and discussion topics will include:
- What GEO is and why it matters - how generative engine optimization differs from traditional search engine optimization (SEO) and why appearing in AI-generated answers is becoming critical for product discovery
- What content AI models prioritize – understanding how consistency, authority, recency, and third-party validation influence brand visibility in generative platforms
- The growing role of trusted sources - why earned media, awards, rankings, and other third-party signals carry increasing influence in AI-powered discovery
- A GEO communications playbook for toy brands - practical steps for creating AI-readable, answer-ready content and strengthening foundational brand references
- Evaluating AI visibility and building a smarter strategy - how companies can assess their current presence in generative search and identify opportunities to improve visibility and influence ahead of key selling seasons
The webinar will be presented by Coyne PR’s Sierra L’Altrelli, analytics and insights expert, Sue Murphy, senior vice president of the agency’s toy practice, and Tom Coyne, CEO. Anne McConnell, The Toy Association’s senior director of market research & educational initiatives, will moderate.
The session is open to Toy Association members at no cost; non-members may join for a $99 registration fee. It is specifically recommended for CEOs, CMOs, senior marketing leaders, communications executives, brand leaders, and digital strategy teams responsible for visibility, reputation, and growth across owned, earned, and retail channels.
Questions about this webinar and other educational opportunities offered by The Toy Association may be directed to Anne McConnell, senior director of market research & educational initiatives.