WHO WE ARE
Women in Toys™ is a 501(c)(3) non-profit organization and global community that champions and advocates for the advancement of women in toys, licensing & entertainment through leadership, networking and educational opportunities.
Advance. Connect. Advocate.
WiT is committed to developing women leaders, and to building a more robust pipeline of women leaders in our industry. We do this by providing unparalleled programming, resources, connections, and opportunities that support our members at every stage of their careers. Our members open doors for one another, are eager to share their knowledge, and are dedicated to creating positive change in our industry.
WiT Executive Board
Deirdre Cross
Co-Founder and CEO
The Office of Tiffany Birdsong
Deirdre Cross is a seasoned executive with more than 20 years of experience driving innovation in the toy and game industry. As Co-Founder and CEO of The Office of Tiffany Birdsong, a Seattle-based creative studio and tabletop incubator, she combines corporate leadership with entrepreneurial vision.
Most recently, Deirdre served as Senior Vice President of Games at Moose Toys, following her role as General Manager of Emerging Brands at Funko. There, she led the growth of Funko Games and Mondo, developing licensed products for major partners including Disney, Warner Bros. and Netflix.
A passionate advocate for equity and representation, Deirdre recently completed her first term on the Board of Directors for Women in Toys, Licensing & Entertainment (WiT). She has also served as Co-Chair of the Wonder Women Awards, helping recognize and elevate women across the global industry. As Chairwoman, she is excited to lead WiT's next chapter of growth and industry impact.
Her achievements include recognition on the Mojo Nation Top 100 Creatives list in 2020 and 2021, along with three Wonder Woman Award nominations. She lives in Seattle and is the proud mother of two sons.
Cristina Liquori
Treasurer
Key Account VP
Americas Market Group
LEGO Group
Gena Lavallee
Vice President
VP, Sales & Marketing
Make it Real
Angelina Castro
WiT Executive Director
Executive Committee
Deirdre Cross
Aneisha Vieira
Gena Lavallee
Julie Gwaltney
Cristina Liquori
Leila Nosrati
Board Members
Our Staff
Angelina Castro
Executive Director
Kate Brown
Marketing Lead
Sarah Greenberg
Program & Events Manager
Samantha O'Neil
Program Coordinator
Our Founders
Over 30 years ago, a small group of women came together at New York Toy Fair in pursuit of connections and opportunities in the toy industry. Today, the WiT network ecosystem has evolved to include the consumer products, toy, licensing and entertainment industries. Founded in 1991, and now over 4,000 members strong, WiT is the preeminent professional organization serving women in our industry, and in pursuit of a more inclusive and equitable workforce.
Anne
Pitrone
Founder & CEO, Pitrone & Associates
Susan Matsumoto
Partner,
Kennedy-Matsumoto Design