The Toy Association Welcomes New Leaders to Fuel Industry Growth and Innovation

The Toy Association has recently announced significant appointments aimed at strengthening its leadership team and enhancing its capabilities in serving the youth entertainment sector. With the addition of Jeff Snyderman as Chief Financial Officer and Maria Sierra as Vice President of Government Affairs, the organization is poised for growth and responsiveness in a rapidly evolving market.

Leadership Changes

On September 22, 2025, the Toy Association revealed that Jeff Snyderman would be joining as CFO. Snyderman comes with a wealth of experience, having spent nine years in CFO roles, including a notable tenure at Horizon Group USA, a member company of the association. Before that, he invested 16 years at Toys 'R' Us, Inc., where he honed his financial leadership skills. His responsibilities included overseeing multi-faceted finance operations, leading teams across international locations, and managing vital aspects such as payroll, accounting, and marketing finance. His extensive background will surely bolster the Toy Association's financial strategies and operational efficiency.

As the new CFO, Snyderman will oversee finance, insurance, investment, IT, and facilities operations, directly reporting to the Toy Association's President and CEO Greg Ahearn. Ahearn emphasized the necessity of aligning the organization’s resources with the evolving needs of its members, indicating a focused effort to support growth across the sector.

Additionally, the organization announced that Maria Sierra would take on the role of Vice President of Federal Government Affairs starting on September 29. With her background as the Director of International Trade Policy at the National Association of Manufacturers and previous experience advising Senator Bill Cassidy, Sierra’s expertise will be invaluable, especially as The Toy Association seeks to address pressing issues in the industry related to intellectual property infringement and toy safety.

Strategic Vision and Goals

The appointments of Snyderman and Sierra coincides with The Toy Association's goal to enhance its offerings and support to members. The organization recognizes the need for innovative solutions in a market that continually faces new challenges, such as evolving safety standards and changing consumer preferences.

With Snyderman and Sierra now on board, The Toy Association is also restructured to align better with current industry demands. Human Resources will now report to Kathrin Belliveau, the Chief Policy Officer, ensuring that the compliance and labor aspects of the organization are expertly managed. This shift aims to streamline processes and bolster the association's capacity to advocate for its members effectively.

The Toy Association's Commitment to Safety and Growth

Founded in 1916, The Toy Association serves as a crucial voice for businesses involved in the toy industry, which contributes significantly to the U.S. economy, reflecting the industry's annual impact of $157.5 billion. The organization ensures safety standards and promotes the developmental benefits of play, highlighting its long-standing commitment to toy safety and effective advocacy.

The Association hosts significant events like the renowned Toy Fair™ in New York City and champions various initiatives that support toy inventors and designers through programs such as People of Play™. Furthermore, it plays an instrumental role in reviewing and updating the ASTM F963 toy safety standard, setting benchmarks for toy safety regulations.

Through these strategic appointments and proactive measures, The Toy Association is well-positioned to continue its legacy of advocating for the toy industry while embracing innovative practices to enrich the lives of children and families through safe and engaging play experiences.