TIE is a non-profit trade association for the European toy industry.

Founded in 1991 as the Toy Manufacturers’ Association, TIE has been working at the heart of Europe for almost two decades.

At present membership includes 9 direct member companies and all major national toy associations, representing approximately 80% of European toy sales. With over €5 billion in annual sales in Europe and €50 billion globally, the toy industry is robust, fast-paced and highly competitive. It is also one of the most dynamic business sectors in Europe with 60% of toys representing new products on the market each year.

TIE works to promote the value of toys and play in the psychological, physical and social development of children and to raise awareness of the positive role that toys play in society.

TIE offers its members a platform for discussing and exchanging information on issues that are central to the toy sector. TIE also provides its members with information and strategic advice on legislative developments and challenges to the industry.

TIE’s objectives include the promotion of responsible toy safety and materials standards, global free trade in toys, responsible advertising and marketing, social responsibility and fair labour standards in toy producing factories.

TIE has established itself as the authoritative voice of the industry and a partner for dialogue with European and international stakeholders.