Fall 2016 Intersection Quarterly Review 2016 | Page 9

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Interview with Stephen Pasierb of the Toy Industry Association
Stephen is the President and CEO of the US Toy Industry
Association, a not-for-profit trade association, representing all
businesses involved in creating and delivering toys and youth
entertainment products to kids of all ages. In his role, Stephen is
responsible for leading the growth, development, and oversight of
the association, whose more than 750 member companies
account for 90% of the US domestic toy sales. Stephen
previously served as the President and CEO of the Partnership
for Drug Free Kids, the nation’s largest non-profit organization
dedicated to reducing substance abuse among adolescents by
supporting families and engaging teens
.

George: Could you please describe the
George: The importance of realizing that
Toy Industry Association’s unique mission we were all kids at one point could help a
and your work within the toy industry, both lot of different areas on the planet. With
on a domestic and global basis?
that, what inspired you to join the Toy
Industry Association and begin serving as
Stephen:Absolutely. This is an incredible its president and CEO?
honor to be at TIA. This is a fantastic
industry. A lot of the leading brands and Stephen: It’s probably because
products that people grew up with. As a I’m still a kid at heart. I still love to play.
trade association, not everybody’s a
It is that natural extension, the work I’ve
plumber or a lawyer or a doctor or an
done in adolescent public health with kids
automobile manufacturer, but everybody’s being at the center of it. It’s a natural
been a kid at some point. It’s really
extension. My background is as a
amazing. The TIA, our organization, just
marketing and advertising executive.
turned 100 years old. We’ve evolved a
Through my work
lot through that history. Our assignment at the Partnership, I began to learn the
is the growth and health of the toy
role of advocacy and being a media
industry. I like to say our job is to help
spokesperson. Now as the TIA goes into
promote and protect the toy industry.
its next 100 years, they really saw those
The actual mission statement, which
as important qualities. When I was sought
we’re just in the process of updating, is out by a search firm, I was just over the
to provide leadership that promotes
moon at the opportunity to have this role.
health play. That’s something we can talk I was very fortunate in the end of the
about going forward, how important play process to get it, so that all those things
is in a kid’s life and facilitate the
I learned in the advertising world, all
creativity, the responsibility, particularly those things I learned in adolescent public
the social responsibility, and the success health, the ability to engage stakeholders
of our members.
and get the word out about the role and
It’s really interesting, an
value of play is just that perfect
organization that grew 100 years ago to combination that made this, for me at
protect the US toy industry around the
least, the perfect job.
end of World War I when there was this
fear that Germany would deluge the US
George: How does your role as president
market with inexpensive toys as a way to and CEO inspire you to strive and
pick up their economy. Today, we literally promote safety and philanthropy to
work all over the globe. We’re in countries children through national and global
all over dealing with regulatory issues,
advocacy?
trying to help our members expand into
emerging markets. What really began in a Stephen: It’s a really good question; it’s
way to help protect and promote
2 parts. On the safety side, one of the
American toys 100 years ago is really
things I was really struck with when I
about what’s become a global industry.
came into this role was how incredibly

seriously our companies take safety.
Product safety is part of giving kids
wonderful play experiences, yet how the
public perception was that perhaps they
have sharp edges or we’ve all heard about
recalls that maybe there isn’t that
commitment to safety. My role has been
over the past year and a half to get the
word out about how important safety is to
our members. I frequently say there are no
margins in unsafe toys. It’s the worst
thing that can happen to a toy company to
have a product recall or to have something
which there are questions about.
Our members are relentlessly
focused on safety. We’ve got to do a lot
as a trade association to educate
consumers on their role of safety, picking
the right toys for your kids, following age
guidelines, getting down on the floor and
actually playing with your kids. Those
things all play into safety, which is hugely
important for us. Then, I was stunned by
how great this industry is from a
philanthropic standpoint. Right now, we’ve
grown to 998 member com