The Strong National Museum of Play

The Why, How, and What of a Museum of Play: An Interview with George Rollie Adams

The Strong, formerly the Margaret Woodbury Strong Museum in Rochester, New York, reoriented itself around play after its original collections-based, industrial-era focus failed to sustain attendance.

• The Strong pivoted to an exclusively play-centered mission after attendance fell from roughly 150,000 in 1983 to under 70,000 by 1986, with interactive exhibits driving sustained growth in visitors and membership.
• Marketing research showed about 70 percent of visitors were families with children twelve and under, and the museum's toy and doll collections were recognized as its most significant but underused holdings.
• The museum now has over 400,000 collection items, welcomes roughly 600,000 onsite visitors annually, and serves more than 17,000 member households.