Toy Fair is the largest annual event for the toy industry with the Toy of the Year awards called “The Oscars” of the toy world. The Toy Foundation introduced people-focused categories to the Toy Awards in 2023 for the first time in its history. One of these people-focused categories was Champion of Sustainability, an award practically made for Wild Republic’s founder G.B. Pillai who has dedicated his life to helping connect children with animals while advocating for sustainable practices particularly in toy development.   Inspired by the founder, the team created an integrated Toy Fair experience focused on the brand’s sustainability efforts, telling Wild Republic’s story of inspiring generations through education and stewardship of our planet. The experience included a giveaway bag sponsorship with a QR code driving attendees to our booth to learn more, several photo opps with social sharing incentives, storytelling features within the booth, and live in-booth broadcast segments. But the highlight of the weeklong event was the Toy Foundation’s awarding of G.B.Pillai as the industry’s Champion of Sustainability, beating out leaders from Radio Flyer, Hape, and Mattel.