Toy market news

The Toy Association and the Good Play Guide launch new STEAM Accreditation Program

The Toy Association and the Good Play Guide are combining forces to launch a new STEAM Accreditation Program for the toy industry to evaluate and certify STEAM products for children.

The accreditation program is open to any toy company or brand that is in the business of manufacturing, design, and marketing of Science, Technology, Engineering, Arts, and Maths toy products. The program is a joint venture between the US toy industry organisation and Dr Gummer’s Good Play Guide, founded by child psychologist, Dr Amanda Gummer.

Submitted products will first be tested by the industry’s most demanding audience – children. While the kids play, they will be observed by professionals who have been trained to carry out research with children in a robust and ethically responsible way.

The toys will then be evaluated by the Good Play Guide’s team of experts, who will ensure they meet the strict criteria outlined in The Toy Association’s “STEAM Toy Assessment Framework,” which defines and details the specific characteristics of a good STEAM toy for various age groups.

Accredited toys will receive The Toy Association’s official “STEAM Stamp of Approval” for use in marketing campaigns, product packaging and listings, and all other digital and traditional marketing platforms.

In addition to receiving the STEAM Stamp of Approval, all accredited products will receive placement on the Good Play Guide website and social channels, as well as on The Toy Association’s Genius of Play website and social channels.

The products will also have the opportunity to be featured in the Good Play Guide’s marketing campaigns throughout the year and in the run-up to the busy holiday season. Companies with accredited products will receive a detailed report created by Dr. Gummer’s Good Play Guide to inform their marketing & PR efforts and future product development.