The Toy Association™ Announces New Strategic Framework for Government Affairs, Communications, & Advocacy
February 11, 2025 | The Toy Association™ is implementing a new structure to its Global Government & Regulatory Affairs and Strategic Communications operations to enhance its advocacy efforts on behalf of members and the industry at large. The new approach adopts a Center of Excellence (CoE) model, designed to leverage the deep institutional knowledge and leadership of the Association’s subject matter experts to drive efficiency and impact.
“The Toy Association has long been recognized for its world-class advocacy and strategic communications work,” said Kathrin Belliveau, chief policy officer at The Toy Association. “By implementing the Center of Excellence model, we are strengthening our ability to provide best-in-class communications, advocacy, and technical support to our members and the toy industry overall. This structure allows us to deliver even more effective, targeted support in the areas that matter most to our members.”
The new model establishes three specialized Centers of Excellence within the Association’s Global Government Affairs, Safety, Technical & Regulatory Affairs, and Strategic Communications functions, which Belliveau oversees.
The Communications Center of Excellence, led by Adrienne Appell, executive vice president of marketing communications, brings together the Association’s expert communications team with a focus on two primary areas: 1) Editorial & Marketing and 2) Digital Communications. From providing timely member updates on regulatory and legislative developments to amplifying toy safety messaging and industry advocacy, this CoE plays a critical role in keeping members informed and engaged.
The Standards & Technical Center of Excellence, led by Joan Lawrence, senior vice president of standards and regulatory affairs, will synergize the Association’s deep internal expertise in the areas of product safety and quality assurance, environmental and technical affairs, and regulatory compliance and standards-setting. This CoE is designed to provide comprehensive support to both members and external stakeholders while continuing to serve as a vital internal resource for the Association’s government affairs team. Among the upcoming plans for this CoE will be to introduce new educational tools and training opportunities to help members navigate evolving regulatory requirements, and to renew the Safety Standards & Technical Committee, a forum valued for its collaborative approach to industry-wide learning and best practices.
The Government Affairs Center of Excellence unites the Association’s federal, state, and global advocacy teams under one umbrella. A new hire, reporting to Belliveau, will be announced to lead this effort, which will focus on strategic industry positioning, policy advocacy, stakeholder and regulatory engagement, and advanced legislative tracking and engagement across Capitol Hill and the 50 states.
Belliveau added: “This new model is designed to consolidate, harness, and leverage the full power of The Toy Association’s internal knowledge, capabilities, and technical expertise, and reinforces our commitment to serving as the industry’s leading voice and advocate. Through formation of the CoEs, we are creating a more agile, strategic, and impactful approach to supporting our members, in a rapidly evolving media and geopolitical landscape.”
Members may reach out to Kathrin Belliveau, chief policy officer at The Toy Association, with any questions.