The Toy Industry Association bolsters comms for big event

About 50% of toy industry sales come during this time of year, reports Stacy Leistner, VP of strategic communications for the Toy Industry Association.

Organization: Toy Industry Association
Leadership team size: Eight
What's new: Strategies and tactics rev up as holiday shopping season gets in full swing

About 50% of toy industry sales come during this time of year, reports Stacy Leistner, VP of strategic communications for the Toy Industry Association.

This fall, the organization's in-house communications team has focused on its holiday push to build consumer awareness of new and upcoming products in the market.

"We do a lot of work in both social and traditional media to help heighten awareness of safety tips going into the shopping season," he tells PRWeek.

The team is developing tools for Toy Fair, which show-cases products from more than 1,100 exhibitors. In 2012, the event will be held February 12-15 in New York City.

After the first of the year, the association will get bullish on outreach, says Leistner.

"We are spending most of our time right now in developing the online pressroom," he explains, "as well as all of our collateral."

Adrienne Appell, senior manager of PR, will be monitoring product and trend information.

"She has the responsibility of working with all of our company members, as well as their PR teams, to gather references to products and to see if she can boil those down into four or five top trends that will roll out at Toy Fair," adds Leistner.

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