Do you remember the power of play?
A note from the chairman
When we are young, we all feel the power of play. But as we grow older, we often forget it.
We forget the thrill of holding our first toy car, now we’re engineering real ones. We forget the first time we played doctor, and now we save lives, today, we’re saving lives. We forget how we cared for dolls, now we nurture the next generation.
Play has always been more than just fun. It quietly builds creativity, problem-solving, resilience, and the social skills that shape who we become. We may forget the games, but the life skills stay with us forever.
Last week, Toy Industries of Europe (TIE) and its members celebrated this quiet power in Brussels. As Chair of TIE’s Board, I had the privilege to open the ‘Power of Play’ exhibition at the European Parliament alongside MEP Marion Walsmann. It was a proud moment to come together with TIE’s members and shine a light on play’s vital role—especially in front of policymakers.
Visitors shared their personal stories of play, reconnecting, even briefly, with the spark that first lit their journeys. What struck me most was how many truly believe in the transformative power of play and want to do more to help children access it.
Opening the Power of Play exhibition with European Parliament VP Sabine Verheyen, MEP Marion Walsmann and Director Kristin Schreiber
Later that evening, we honoured the winners of the sixth Play for Change Awards. When we launched these awards six years ago, our ambition was clear: spotlight toymakers who lead with purpose, championing inclusion, sustainability, and life skills.
The winners this year brought powerful proof of how play can reflect and shape values. Some companies transformed their production processes to align with societal shifts. Others used play itself to teach. A memory game on environmental care, a personalized doll reflecting the diversity of today’s children, a programmable robot encouraging STEM learning—each of these small innovations feeds into a massive vision: a world changed through play.
It was inspiring to celebrate that ambition with our peers, civil society stakeholders, and decision-makers. Because behind every innovation is a team that believes in ideas—and the responsibility to act on them.
A sincere thank you to our jury, who dedicate their time year after year. My heartfelt thanks to our industry friend John Baulch, who has been a guiding force as Chair of the jury from the very start.
And finally, to every entrant, thank you. Your passion, creativity, and commitment are what drive us forward. You are truly playing for change—and that is something worth celebrating.