Founded in 1993, the International Hologram Manufacturers Association (IHMA) represents the interests of hologram manufacturers and the hologram industry worldwide. In the last 30+ years, it has evolved into a global voice on authentication and security devices. Now, the IHMA has embraced a bold new identity – The International Optical Technologies Association (IOTA). This presentation will briefly highlight an overview of this strategic decision, the journey, and then focus on  the next generation of optically variable technologies for anti-counterfeiting that now come within the scope of the association.