The Toy Industry Association is dropping "industry" from its name as part of a larger retooling for the 101-year-old group.

The group announced Monday it had changed its name to simply The Toy Association. It also added a new tagline: "Inspiring generations of play."

In addition, The Toy Association released a new mission statement to be "a unifying force for members' creativity, responsibility and global success, advocating for their needs and championing the benefits of play."

"Refining our strategic blueprint demanded a refreshed mission, which led to a change in name, an emphasis on branding, a new approach to digital communications and new office headquarters to serve staff and members alike," the Toy Association CEO Steve Pasierb said. "We challenged ourselves to question every aspect of our reason for being, and found ways to be more agile, more relevant and more successful at bringing our members best-in-class services and support."

The association moved its offices from 1115 Broadway in New York City to 1375 Broadway on April 24. The group has also embarked on new business ventures in recent years, including Play Fair, an event that allows the public to preview new toy releases. http://bit.ly/2pdK5CF

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