Toy Industry Association Brings the Genius of Play to P.S. 09 Teunis G. Bergen School in Brooklyn Through Partnership with Playworks New York/New Jersey

NEW YORK–(BUSINESS WIRE)–#GeniusofPlay–In culmination of its centenary year celebration, today the Toy
Industry Association
(TIA), the not-for-profit trade association
representing all businesses involved in creating and delivering toys and
youth entertainment products for kids of all ages, announced a new
partnership with Playworks
New York/New Jersey
, the local arm of the leading national nonprofit
leveraging the power of play to transform children’s physical and
emotional health. The year-long partnership will provide P.S. 09 Teunis
G. Bergen School in Prospect Heights, Brooklyn, NY with a full-time
coach to facilitate safe, healthy, and inclusive play for all students
during recess and after-school activities.

“We’re honored to team up with Playworks to support our shared mission
of bringing enriching play experiences to all children,” said Steve
Pasierb, president and CEO of the Toy Industry Association. “Play is a
not only a childhood right of passage, but a fundamental part of healthy
child development. With each and every playground game, students are
learning valuable lessons and building critical skills that will last a

Playworks coaches enhance and transform school culture starting at
recess, by teaching kids conflict resolution techniques, social and
emotional skills, leadership, and other essential competencies through
the power of play. The service has been proven to decrease bullying
behavior, increase physical activity, and support learning for hundreds
of low-income schools in major urban areas.

“We are fortunate to have the support of TIA in bringing a safe,
enjoyable play environment to the P.S. 09 Teunis G. Bergen School in
Brooklyn,” said Kim McCall, executive director, Playworks New York/New
Jersey. “Their ongoing commitment to play is inspiring, and their
partnership will promote a full year of essential and fulfilling play
for the students.”

Since its founding, TIA has worked closely with government, consumers,
and its members to ensure safe and fun play and to raise awareness of
the important developmental benefits of toys and play. TIA’s Genius
of Play
is a research-based initiative to educate parents and
caretakers of play’s vital role and provide families with the resources
and inspiration they need to make playtime an important part of child
raising. The partnership announced today will help put the Genius of
Play research in action. Playworks’ model has been proven to help
students build strong social and emotional skills, which studies show
are critical for future success.

In honor of the partnership and for a chance to win a customized toy
prize package, parents are invited to take a brief recess quiz at
To find out more about the Toy Industry Association, visit
For more information on the Genius of Play, visit

About the Toy Industry Association (TIA)

Founded in 1916, the Toy Industry Association™, Inc. (TIA) is the
not-for-profit trade association representing all businesses involved in
creating and delivering toys and youth entertainment products for kids
of all ages. Over the past 100 years, TIA has led the health and growth
of the toy industry, and today its 900+ members account for an estimated
90% of the annual $25 billion U.S. domestic toy market. The Association
serves as the industry’s voice on the cognitive, social, emotional and
creative benefits of play, and promotes play’s positive impact on
childhood development to consumers and media. TIA has a long history of
leadership in toy safety, having helped develop the first comprehensive
toy safety standard more than 40 years ago, and remains committed to
working with medical experts, government, consumers and industry on
ongoing programs to ensure safe and fun play.

About The Genius of Play

Genius of Play
 is a national movement to raise awareness of play’s
vital role in child development, spearheaded by the Toy Industry
Association. Deeply rooted in research and facts, the Genius of Play is
a leading resource on the physical, cognitive, social and emotional
benefits of play that serve children throughout their lives. The Genius
of Play enables today’s busy parents and caretakers to use the power of
play to help raise a happier, healthier, and more productive next
generation. Visit for
easily accessible play ideas and tips, expert advice and other play
resources. It’s More Than Play!

About Playworks New York/New Jersey

Playworks is the leading nonprofit in our community leveraging the power
of play to transform children’s social and emotional health. Playworks
currently serves more than 75 schools in New York and New Jersey, and
reaches more than 45,000 students directly and through professional
training services.

We are building tomorrow’s citizens by leveraging the power of safe,
fun, and healthy play at school every day. We create a place for every
kid on the playground to feel included, be active, and build valuable
social and emotional skills. Our vision in New York and New Jersey is
for 175,000 kids in over 250 elementary schools to experience safe and
healthy play every day by 2020.


Litzky Public Relations
Kaylie Easton/Kevin Sweeney