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 Toy Industry Association (TIA), the not-for-profit trade association whose members include toy inventors, toy makers, toy sellers and all other businesses involved in creating and delivering magical toys for kids of all ages. TIA's 750+ member companies are responsible for about 90% of the estimated 3 billion toys sold in the U.S. every year.

Play is our business — and keeping kids safe while they play is the #1 priority for TIA and its members. The Association has a long history of leadership in toy safety: TIA 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.