The Genius of Play


Through play, children improve cognitive functioning, build physical skills, learn how to deal with their emotions, and discover how to socialize with other kids.


These are just a few examples of the genius of play!

Spearheaded by The Toy Association, The Genius of Play™ inspires parents and caregivers to make more time for play in their kids’ over-scheduled lives by raising awareness about play’s critical role in healthy childhood development.

At, families can discover hundreds of play ideas – from quick games to more involved activities – based on a child’s age and development. The website also features expert tips and advice from a variety of child development professionals, academics, pediatricians, and others who are passionate about spreading the word about the true value of play.

The Genius of Play also offers free information and tools that toy companies can use to inspire families to play. Visit our assets page, which includes social media assets, summaries of the most recent studies on the benefits of play, educational videos, and more. Toy retailers can visit our retailer page to download a free “play day” kit to organize an event at their stores that will help them build lasting relationships with customers.

To learn more, contact Anna Yudina, director of marketing initiatives.


Become a Genius of Play Ambassador!

The Ambassador program supports all companies in the toy industry by building awareness of play as a critical part of child development and driving affinity and purchase intent for toys as the essential tools of play. Click here to participate.

Let's Connect

Let’s Play. Let’s Learn. Let’s Connect. The Toy Association serves as the voice of the toy industry. We represent countless individuals who bring safe, innovative, and fun toys to kids globally. Connect with us about our work. We want to hear from you!

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