Strong National Museum of Play will now be the Strong. The museum announced Tuesday a re-branding strategy aimed at better defining its growing programs and the increasingly diverse audiences it serves.">
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Strong museum gets new name

By NATE DOUGHERTY - 9/28/2010 4:06:33 PM

Strong National Museum of Play will now be the Strong.

The museum announced Tuesday a re-branding strategy aimed at better defining its growing programs and the increasingly diverse audiences it serves. The effort ties together the museum’s five program arms: the National Museum of Play, International Center for the History of Electronic Games, the National Toy Hall of Fame, the Brian Sutton-Smith Library and Archives of Play, and the American Journal of Play.

All facets, known as Play Partners, will be linked under the Strong umbrella and are accessible through a series of new websites available at www.thestrong.org. Each facet will have its own logo and identity but still “contributes an important, interlocking piece in the study of play and the ways it encourages learning, creativity and discovery and illuminates cultural history,” Strong officials said.

“Using the Strong as the umbrella name under which all our Play Partners reside not only provides a clear and easily identifiable brand for all that we do, it also acknowledges and honors the contributions of museum founder Margaret Woodbury Strong,” said Rollie Adams, president and CEO for Strong.

Adams said the re-branding became necessary because of Strong’s growth in the past decade. Since 2002 it has acquired the Toy Hall of Fame, started the American Journal of Play, doubled in size and reached 500,000 guests each year.

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