The Genius of Play is a Toy Society located in the Lower East Side. Founded in 1916, The Toy Association Inc. is the not-for-profit trade association representing all businesses that design, produce, license, and deliver toys and youth entertainment products for kids of all ages. The industry’s voice on the developmental benefits of play, promoting play’s positive impact on childhood development to consumers and media through our genius of play initiative. Their missions is to be a unifying force for members’ creativity, responsibility, and global success, advocating for their needs and championing the benefits of play. The scope of study for this project includes a toy testing lab, museum, children play area, and more. The concept for the project is learning through play an idea that was introduce by Fredrick froebel and his 10 gifts.