As previously reported, TIA is taking inspiration from the famous “Got Milk” campaign to organize a project that will remind consumers about the value of play and the vital role that toys have in a child’s development. The Communications Summit was the first opportunity for the campaign’s Task Force, chaired by Drew Brazer of LEGO Systems, to meet in-person with creative professionals from several TIA member companies to discuss campaign ideas and implementation.

Value of Play Summit participants from Disney Consumer Products, Hasbro, KaBoom!, LeapFrog, LEGO Systems, Mattel, Radio Flyer, Saatchi & Saatchi x, Sears Holding Corporation, TOMY International and VTech International provided input on campaign targeting, messaging and media strategy. During the meeting, ideas for reaching the project’s target audience of millennial parents and consumers via advertising, publicity and social media channels were also discussed, as well as strategies for engaging parents on non-brand-specific play topics.

A Research Subcommittee led by TIA’s Anne McConnell, director of market research and data strategy, was established at the Summit to gather and conduct research on millennial lifestyles, play-related education, spending habits and purchasing decisions. An Activation and Implementation Subcommittee led by TIA’s Ken Seiter, vice president of strategic communications, was formed to draw from the gathered research to develop Value of Play campaign messaging and the implementation strategy.

“I am pleased to report a highly successful, energetic and collaborative first meeting regarding our newValue of Play initiative,” said Carter Keithley, TIA president and CEO. “We are excited to be moving forward with this campaign, which will encourage parents to support play and make more time for playful activities in their children’s lives. Working together with the toy industry, we hope to create a valuable promotional message that all TIA members can proudly incorporate into their own communications platforms.”

The Value of Play Task Force will present research findings and “next steps” for the campaign at the upcoming TIA Board Meeting in September. Interested parties may contact TIA’s Jackie Retzer for more information on the campaign and opportunities to participate and provide input. Members will be kept apprised of developments.