April 7, 2026 | From celebrating the power of play with thousands of families at the White House to engaging policymakers on Capitol Hill, The Toy Association™ is bringing the toy industry’s voice to Washington, D.C. this week.
On April 6, the Association participated in the White House Easter Egg Roll, which welcomed nearly 40,000 children and families to the South Lawn for a day of celebration. In honor of America’s 250th anniversary, The Toy Association hosted a birthday-themed activation that highlighted The Genius of Play™, its educational initiative focused on raising awareness of the critical role play has in child development across physical, emotional, social, and cognitive areas.
The activation invited attendees to step into a festive, red-white-and-blue themed kids’ birthday party, complete with hands-on activities such as decorating a birthday card, blowing out candles on a cake, and playing “pin the star on the flag.” Every child also received a goody bag filled with toys, with contributions to the event generously donated by Just Play, Mattel, Bandai, Ferrero, Hasbro, and Lovevery.
Today (April 7), the Association is continuing its advocacy work in Washington with a full day of meetings on Capitol Hill. Toy Association executives, alongside several leaders from toy companies of all sizes, are meeting with congressional offices to discuss key issues impacting the industry. Among the top priorities are tariffs and trade policy, including advocating for a Section 301 exclusion for toys, as well as regulatory developments affecting radio-controlled (R/C) toys, such as drones, and the growing prevalence of artificial intelligence.
“From connecting with families at the White House Easter Egg Roll to engaging directly with policymakers on Capitol Hill, this week reflects the many ways we show up in Washington,” said Kathrin Belliveau, chief policy officer at The Toy Association. “These opportunities across both public engagement and policy discussions help ensure our members’ voices are part of the conversations shaping the future.”
Questions on The Toy Association’s federal advocacy may be directed to Maria Sierra, vice president of government affairs.