The Toy Book - TOTY Award Showcase 2021

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IN THIS ISSUE Toy of the Year Awards 2021 Volume 36, No. 6

SPECIAL FEATURES

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TOTY NOMINEES

BY CATEGORY

AND THE NOMINEES ARE...

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ACTION FIGURE

The Toy Association unveiled 117 toy and game finalists for the prestigious 2021 Toy of the Year Awards.

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COLLECTIBLE

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CONSTRUCTION

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CREATIVE

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DOLL

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GAME

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INFANT & TODDLER

FLASHBACK: TOTY AWARDS 2000

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An epic throwback to the 2000 Toy of the Year winners.

INNOVATIVE

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LICENSE

TOY INDUSTRY HALL OF FAME INDUCTEES

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OUTDOOR

Honoring four trailblazers who will be inducted into the esteemed Toy Industry Hall of Fame.

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PLAYSET

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PLUSH

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PRESCHOOL

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SPECIALTY

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STEM/STEAM

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VEHICLE

FROM THE EDITOR We’ve played all year long, and now it’s time to vote for your favorite toys!

MORE THAN 20 YEARS OF TOTY The Toy Association celebrates a long-standing tradition and product excellence.

THE TOY BOOK Volume 36, No. 6 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media and Events LLC. Editorial and advertising offices are located at 307 Seventh Ave., Room 501, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2020 Adventure Media and Events LLC. All rights reserved.

No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in USA. THE TOY BOOK is a trademark of Adventure Media and Events LLC. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: THE TOY BOOK, c/o Adventure Media and Events, 307 Seventh Ave., Room 501, New York, NY 10001 or e-mail bill@toybook.com.

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AND THE NOMINEES ARE...

THE TOY ASSOCIATION UNVEILED 117 toy and game finalists for the prestigious 2021 Toy of the Year (TOTY) Awards.

Known as “the Oscars of the toy industry,” the TOTY Awards program recognizes the top playthings on the market — educational toys that make athome learning fun; creative crafts, board games, and innovative toys that the whole family can enjoy together; and more. The program is also a vital fundraiser for The Toy Foundation, which annually delivers toys to millions of kids in need.

Finalists were announced by a group of well-known online influencers who serve as TOTY ambassadors. Play lovers of all ages can vote for their favorite playthings in each of the 16 categories through Jan. 5 at toyawards.org. They can also browse toys, download shopping lists for the holidays, and enter for a chance to win TOTY prize packages. Voters can also visit the homepage of toybook.com to browse through the nominees.

“Throughout history, the toy community has demonstrated a remarkable ability to inspire generations of play, in both good times and bad. During the pandemic, we have witnessed firsthand just how important toys are in bring-

ing fun, laughter, and learning into the home,” says Steve Pasierb, president and CEO of The Toy Association. “This year’s TOTY finalists, carefully reviewed by a panel of expert judges, truly represent the creative spirit of the North American toy industry and our members, as well as the critical role toys play in bringing joy to kids and adults alike.”

The finalists were selected from 557 nominees submitted by 205 companies.

Eighteen judges, including toy and play experts, retailers, academics, and journalists, reviewed and ranked the products in categories relevant to their areas of expertise.

The judges then participated in a discussion to determine the finalists in each category. They considered each product’s creativity, design, play value, and marketing.

Winners in each category, as well as the coveted overall Toy of the Year winner and the People’s Choice winner (based solely on consumer votes), will be announced at the virtual TOTY Awards gala on Friday, Feb. 12. »

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CELEBRATING

THE JOY OF PLAY

by MADDIE MICHALIK, editor-in-chief

2020 IS ALMOST OVER, AND I THINK we will let out a collective sigh of relief for one of the most demanding and challenging years to soon be behind us. Did I just hear someone holler “Thank goodness!”?

I feel the same!

The latest numbers from The NPD Group show that the toy industry was up 19.1% during the first three quarters of 2020 compared to last year, a strong performance and growth that we have been seeing quarter after quarter. Increases were notable in outdoor and sports toys (31%), games and puzzles (42%), and building sets (30%).

Toys and games have always fueled imaginations and brought people together, but so many people are rediscovering its importance this year. Now is the perfect time to honor the wonderful toys and games that have helped us get through such a difficult time.

As an industry, we get to celebrate everyone’s hard work with the prestigious Toy of the Year (TOTY) Awards. In February, we will gather virtually for a first-ofits-kind livestreamed TOTY ceremony. I’m really excited that this opportunity has opened up attendance to a totally new audience: the consumers who purchase and play with your toys all year!

Supporting each other and the magic of play is the reason behind our very special TOTY issue of the Toy Book — yes, the one you’re holding in your hands right now! Flip through the pages and

you’ll find every toy and license that is up for a TOTY Award, so make sure to check them all out before casting your vote.

We have so much more inside this issue! On page 8, The Toy Association looks back at more than 20 years of TOTY Awards; get ready for an epic throwback to the 2000 TOTY Awards on page 44; and flip to page 48 to honor the trailblazers who will be inducted into the esteemed Toy Industry Hall of Fame.

Now, I find myself giving everyone a familiar call to action: Go vote! Make sure to cast your vote on toyawards.org — the industry is counting on you!

I sincerely hope you enjoy this special edition of the Toy Book. Have a merry and bright holiday season, and see you in February for a whole new year of toys! » Maddie Michalik is the editor-in-chief of the Toy Book and senior editor of the Toy Insider and the Pop Insider.

She reports on new products and toy industry trends and has been featured on broadcast TV segments in the U.S. and Canada. Reach her at maddie@toybook.com.

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MORE THAN

20 YEARS OF TOTY

Celebrating a Long-Standing Industry Tradition and Product Excellence

by KRISTIN MORENCY GOLDMAN, senior communications specialist, The Toy Association

THE 2021 TOY OF THE YEAR (TOTY) finalists have been unveiled, and now play lovers of all ages are casting their votes and awaiting the verdict: Which innovative toys, games, and properties will take home a TOTY this February?

For more than two decades, The Toy Association’s TOTY Awards have been presented annually to the top toys of the year — honoring creative playthings of all kinds from companies of all types and sizes.

The awards have also served as a critical fundraiser for The Toy Foundation, with 100% of the program’s proceeds supporting the Foundation in its mission to deliver the magic of play to millions of children in vulnerable situations through industry-wide toy donations and cash contributions.

The upcoming year will be no different, as winners are set to be announced across 16 categories during a livestreamed virtual TOTY event held on Friday, Feb. 12. Also on that day, one

esteemed toy will take home the People’s Choice award (which is based solely on consumer votes), and one will win the coveted Toy of the Year award. The industry will also come together to celebrate and support the philanthropic work of The Toy Foundation, as well as the induction of four industry trailblazers into the Toy Industry Hall of Fame.

But what are the TOTYs really all about? And why have they come to be known the “Oscars” of the toy industry?

“The TOTYs are the only awards voted on by industry peers and consumers, in addition to votes cast by retailers and members of the press. The detailed selection and screening process, as well as the rigorous qualification standards — which are reviewed and updated annually — really make the TOTY Awards stand out,” says Ken Seiter, executive vice president of marketing communications at The Toy Association.

The annual Toy of the Year winner — which in the past has gone to Spin Master’s Bakugan Battle Brawlers (2009), LeapFrog’s LeapPad Explorer (2012), Choon’s Design’s Rainbow Loom (2014), among other outstanding toys — is decid-

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ed after additional screening and expert panel discussion in January to verify holiday sales, media buzz, and any qualities that distinguish a particular toy above all others.

“As you can see, the process is rigorous and unmatched by any other toy award program, and it’s a process we’ve fine-tuned over many years of working with the TOTY committee and members of the industry,” Seiter adds.

The People’s Choice award was introduced in 2013 to elevate the program’s excitement and relevance. Past winners (which were voted on by consumers at toyawards.org) have included LeapFrog’s LeapPad 2 (2013), GoldieBlox and the Spinning Machine (2014), and Crayola’s Paint Maker (2015).

In 2016, another major change was introduced to the program when several new categories were added to the roster.

A more efficient and transparent judging process also helped to determine the finalists, thanks to the engagement of an accounting firm to review finalist and winner selection, as well as The NPD Group to ensure each product’s marketplace acceptance.

New categories introduced or tweaked over the last few years include Collectible of the Year, Playset of the Year, Vehicle of the Year, and Doll of the Year.

These were introduced to ensure that the awards program remains representative of advancements and innovations across the toy industry.

Becoming a TOTY finalist or winner is a big deal that garners media buzz — and ultimately bolsters product sales.

Throughout the holiday season, The Toy Association’s trend experts feature the TOTY finalists in broadcast segments to give consumers gift-giving ideas.

Companies are likewise encouraged to promote their finalist status with the TOTY finalist seal during the vital holiday selling season, and companies that go on to take home a TOTY in February proudly display

20th Annual Toy of the Year Awards at the Ziegfeld Ballroom on Feb. 21., 2020. Photo: The Toy Association toybook.com | TOTY AWARDS 2021 | THE TOY BOOK 9

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This is a particularly special year because the virtual format will allow us to peel back the curtain on the exclusive, industry-only event and open it up to toy fans everywhere to experience.

-Ken Seiter

their TOTY winner seal on future product packaging and other marketing materials.

The awards ceremony itself is a notto-be-missed event for the toy community to celebrate the creativity, passion, hard work, and philanthropy of the industry.

“Though our TOTY gala will look different this year, the anticipation is building for the virtual event as we get ready to celebrate the wonderful accomplishments of our peers and the work of The Toy Foundation,” Seiter says. “This is a particularly special year because the virtual format will allow us to peel back the curtain on the exclusive, industry-only event and open it up to toy fans everywhere to experience.”

The livestreamed event will include virtual networking opportunities and interactive contests with the chance to win prizes. Best of all, it will no longer be limited to a few hundred guests — tickets are free and the experience is open to all, including toy professionals, media representatives, influencers, and, for the very first time, consumers.

To learn more about the TOTY Awards nomination, selection, and judging process, as well as the virtual TOTY ceremony and to view this year’s finalists and cast your vote through Jan. 5, 2021, please visit toyawards.org. »

As The Toy Association’s senior communications specialist, Kristin Morency Goldman leads the development of content for its print and online communications. Her articles on toy trends, toy safety, and industry news can be found in trade and consumer publications around the world. She holds a master’s degree in media, culture, and communications from New York University.

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ACTION FIGURE the Year of

ALTER NATION ACTION FIGURE ASSORTMENT PANDA MONY TOY BRANDS

FISHER-PRICE #THANKYOUHEROES LINE MATTEL

THE ORIGINAL SPAWN ACTION FIGURE AND COMIC REMASTERED (2020) MCFARLANE TOYS

ANIME HEROES BANDAI AMERICA HEROES OF GOO JIT ZU MOOSE TOYS

TREASURE X MOOSE TOYS

BATMAN 4-INCH ACTION FIGURES SPIN MASTER

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COLLECTIBLE the Year of

L.O.L. SURPRISE! REMIX HAIR FLIP MGA ENTERTAINMENT BLUME PETAL PETS SKYROCKET

LEGO SUPER MARIO CHARACTER PACKS THE LEGO GROUP

HAIRDORABLES HAIR ART SERIES JUST PLAY

HAIRDO JUST PLA

HEXBUG JUNKBOTS LARGE DUMPSTER HEXBUG

CHARACTION CUBE BANDAI AMERICA

SPACE INVADERS MICRO PLAYER MY ARCADE

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CONSTRUCTION y of the Year To

LEGO FRIENDS RESCUE MISSION BOAT THE LEGO GROUP

PLUS-PLUS GO! STREET RACING SUPER SET PLUS-PLUS

LEGO STAR WARS: THE MANDALORIAN THE RAZOR CREST THE LEGO GROUP

MEGA CONSTRUX HALO — PELICAN INBOUND MATTEL

SNAP SHIPS SABRE XF-23 INTERCEPTOR PLAYMONSTER

SOLARBOTS: 8-IN-1 SOLAR ROBOT KIT THAMES & KOSMOS

BRIO MOTOR SET BRIO

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CREATIVE y of the Year To

SWIRL & STYLE TIE DYE STUDIO MAKER YULU BIG GEM DIAMOND PAINTING: MAGICAL FABER-CASTELL USA

FACE PAINTOOS PARTY PACK PLAYMONSTER

CLIXO TOYISH LABS CRAYOLA COLORS OF THE WORLD CRAYONS CRAYOLA

CHOCOLATE PEN SKYROCKET

KINETIC SAND SANDWHIRLZ SET SPIN MASTER

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DOLL the Year of

L.O.L SURPRISE! O.M.G. REMIX FASHION DOLLS MGA ENTERTAINMENT

DISNEY JUNIOR DOC MCSTUFFINS WASH YOUR HANDS SINGING DOLL JUST PLAY

ZOE HEALTHY ROOTS DOLLS

CAVE CLUB FASHION DOLLS MATTEL

BARBIE COLOR REVEAL MATTEL

RAINBOW HIGH FASHION DOLLS MGA ENTERTAINMENT

FAILFIX MOOSE TOYS

THE FRESH DOLLS WORLD OF EPI/KIDFINITY

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GAME the Year of

STORY TIME CHESS STORY TIME CHESS

FISH CLUB BLUE ORANGE GAMES

POKÉMON TRADING CARD GAME BATTLE ACADEMY THE POKÉMON CO.

DRONE HOME PLAYMONSTER

POETRY FOR NEANDERTHALS EXPLODING KITTENS

GENIUS SQUARE MUKIKIM

THE #UPSIDEDOWNCHALLENGE GAME VANGO TOYS

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INFANT/TODDLER y of the Year To

STEP2 BALL BUDDIES ADVENTURE CENTER THE STEP2 CO.

LITTLE TIKES 3-IN-1 SPORTS ZONE MGA ENTERTAINMENT

CRAYOLA EASY-CLEAN FINGERPAINT CRAYOLA

DEEP SEA ADVENTURE THE MANHATTAN TOY CO.

HELPING HEROES FIRE STATION VTECH

GO! GO! SMART WHEELS ULTIMATE CORKSCREW TOWER VTECH

FISHER-PRICE LAUGH & LEARN GROW-THE-FUN GARDEN TO KITCHEN MATTEL

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INNOVATIVE y of the Year To

KIDIZOOM CREATOR CAM VTECH

ALEXA 2-IN-1 KITCHEN AND MARKET KIDKRAFT

GO GO BIRD ZING

SQUEAKEE MOOSE TOYS

LEGO SUPER MARIO ADVENTURES WITH MARIO STARTER COURSE THE LEGO GROUP

L.O.L. SURPRISE! O.M.G. REMIX SUPER SURPRISE MGA ENTERTAINMENT

CRAYOLA LIGHT-UP TRACING PAD WITH EYE-SOFT TECHNOLOGY CRAYOLA

STAR WARS THE CHILD ANIMATRONIC EDITION HASBRO

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LICENSE the Year of

MARVEL MARVEL ENTERTAINMENT

BLUE’S CLUES & YOU! NICKELODEON

BABY SHARK PINKFONG

POKÉMON THE POKÉMON CO.

L.O.L. SURPRISE! MGA ENTERTAINMENT

PAW PATROL: DINO RESCUE SPIN MASTER/NICKELODEON

RYAN’S WORLD POCKET.WATCH

STAR WARS: THE MANDALORIAN THE WALT DISNEY CO./LUCASFILM

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OUTDOOR y of the Year To

OUTDOOR SCIENCE LAB SMARTLAB TOYS

ULTIMATE GO-KART RADIO FLYER

BIRDIE GOLF HOG WILD TOYS

LITTLE TIKES MAGIC FLOWER WATER TABLE MGA ENTERTAINMENT

WIND POWER 4.0 THAMES & KOSMOS

TOTAL Z70 ZIPLINE BUNDLE ADVENTURE PARKS

PRIMO AMBOSSTOYS

SPIKEBRITE SPIKEBALL

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PLAYSET the Year of

HEXBUG NANOTOPIA HEXBUG

LEGO SUPER MARIO BOWSER’S CASTLE BOSS BATTLE EXPANSION SET THE LEGO GROUP

PLAYMOBIL SCOOBY-DOO! MYSTERY MACHINE PLAYMOBIL

BLUME RAINBOW SPARKLE SURPRISE PLAYSET SKYROCKET

RAILWAY BUCKET-BUILDER SET HAPE INTERNATIONAL

DC SUPER FRIENDS IMAGINEXT GOTHAM CITY POP-UP PLAYSET MATTEL

KINDI KIDS KINDI FUN UNICORN AMBULANCE PLAYSET MOOSE TOYS

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PLUSH Year

Toy of the

ECO NATION AURORA WORLD

DOLCE PRIMO KANGAROO MAGFORMERS

LITTLE REBELS DOLLS LITTLE REBELS

STAR WARS: THE MANDALORIAN THE CHILD 11-INCH PLUSH MATTEL SHORE BUDDIES SHORE BUDDIES

WHATSITSFACE WHATSITSFACE

STORY MAGIC UNICORN DREAM DOLLHOUSE HORIZON GROUP USA

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PRESCHOOL y of the Year To

DIMPL DIGITS FAT BRAIN TOY CO.

FUN FAN FRYER HAPE INTERNATIONAL

REAL RIGS RECYCLING TRUCK KID TRAX TOYS

LEGO DUPLO MODULAR PLAYHOUSE THE LEGO GROUP BRIO SMART TECH SOUND ACTION TUNNEL TRAVEL SET BRIO

PAW PATROL DINO PATROLLER SPIN MASTER

FISHER-PRICE IMAGINEXT DC SUPER FRIENDS SUPER SURROUND BATCAVE MATTEL

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SPECIALTY y of the Year To

MONSTER MATH SCALE HAPE INTERNATIONAL AMERICAN GIRL 2020 GIRL OF THE YEAR JOSS’S ULTIMATE COLLECTION MATTEL

MY FIRST RUSH HOUR THINKFUN

HEXBUG NANO LAND HEXBUG LEGO IDEAS GRAND PIANO THE LEGO GROUP

THE AMAZING TIGHTROPEWALKING GYROBOT THAMES & KOSMOS

SHASHIBO ARTIST SERIES FUN IN MOTION TOYS

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STEM/STEAM y of the Year To

LITTLE LEARNING HANDS WORLD EXPLORERS SUBSCRIPTION BOX LITTLE LEARNING HANDS

3DOODLER START “LEARN FROM HOME” PEN SET 3DOODLER

EYECLOPS DIGITAL MICROSCOPE & CAMERA JAKKS PACIFIC

CRAYOLA STEAM PAPER FLOWER SCIENCE KIT CRAYOLA

DISCOVERY #MINDBLOWN TOY CIRCUITRY ACTION EXPERIMENT SET DISCOVERY

DIY RAINBOW CATCHER KLUTZ

MEGA CYBORG HAND THAMES & KOSMOS

PROFESSOR MAXWELL’S VR UNIVERSE ABACUS BRANDS

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VEHICLE the Year of

POWER TREADS WOWWEE

MONSTER JAM MEGALODON STORM RC SPIN MASTER

LEGO TECHNIC LAMBORGHINI SIAN THE LEGO GROUP

PICK UP PETE FOTORAMA USA

L.O.L. SURPRISE! O.M.G. GLAMPER MGA ENTERTAINMENT

PLAYMOBIL BACK TO THE FUTURE DELOREAN TIME MACHINE PLAYMOBIL

PJ MASKS TRANSFORMING 2 IN 1 MOBILE HQ JUST PLAY

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FLASHBACK

TOTY AWARDS 2000

TOY OF THE YEAR WINNER:

LEAPPAD LEAPFROG PEOPLE’S CHOICE WINNER: LEAPPAD LEAPFROG

WINNER:

BOY TOY OF THE YEAR

LEGO SOCCER CHAMPIONSHIP CHALLENGE THE LEGO GROUP OTHER NOMINEES: DRAGONFLY R/C STUNT RACER (TOYMAX) FLICK TRICKS (SPIN MASTER) ROAD CHAMP BIKE (JAKKS PACIFIC) TEKNO THE ROBOTIC PUPPY (MANLEY/TOYQUEST)

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WINNER:

EDUCATIONAL TOY OF THE YEAR

LEAPPAD LEAPFROG OTHER NOMINEES: EXPLORE A GLOBE (LEAPFROG) LITTLE LINGUIST (NEUROSMITH) TURBO TWIST LINE (LEAPFROG) UNDERSEA ENCOUNTER (UNCLE MILTON)

GAME OF THE YEAR

WINNER:

WHO WANTS TO BE A MILLIONAIRE? BOARD GAME PRESSMAN TOY OTHER NOMINEES: BOP IT EXTREME (HASBRO) HARRY POTTER TRIVIA GAME (MATTEL) MONOPOLY (HASBRO) PLAYSTATION 2 COMPUTER ENTERTAINMENT SYSTEM (SONY)

WINNER:

GIRL TOY OF THE YEAR

POO-CHI TIGER ELECTRONICS OTHER NOMINEES: AMAZING ALLY (PLAYMATES TOYS) CELEBRATION OF BARBIE 2000 (MATTEL) DIVA STARZ (MATTEL) GROOVY GIRLS (THE MANHATTAN TOY CO.)

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TOTY AWARDS 2000 WINNER:

INFANT/PRESCHOOL TOY OF THE YEAR

TINKERTOY CLASSIC BUILDING SETS HASBRO OTHER NOMINEES: FISHER-PRICE INTELLI TABLE (MATTEL) MUSIC BLOCKS (NEUROSMITH) FISHER-PRICE RESCUE HEROES (MATTEL) FISHER-PRICE ROCKET THE WONDER DOG (MATTEL)

WINNER:

INNOVATIVE TOY OF THE YEAR

LEGO & STEVEN SPIELBERG MOVIEMAKER SET THE LEGO GROUP OTHER NOMINEES: FISHER-PRICE INTELLI TABLE (MATTEL) PLAYSTATION 2 COMPUTER ENTERTAINMENT SYSTEM (SONY) FISHER-PRICE ROCKET THE WONDER DOLL (MATTEL) TURBO TWIST LINE (LEAPFROG)

WINNER:

SPRING/SUMMER TOY OF THE YEAR

RAZOR SCOOTER RAZOR USA OTHER NOMINEES: AIR HOGS (SPIN MASTER) FISHER-PRICE SWITCHBOARD (MATTEL) STORM WATER GUN (TRENDMASTERS) WAVE HOOP (MAUI TOY)

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WINNER:

SPECIALTY TOY OF THE YEAR

MADELINE’S DOLL HOUSE EDEN OTHER NOMINEES: BENDOS (KID GALAXY) PRETEND & PLAY CALCULATOR CASH REGISTER (LEARNING RESOURCES) THOMAS & FRIENDS WOODEN RAILWAY SYSTEM (LEARNING CURVE) WOODEN RAILWAY SYSTEM (CRANIUM)

WINNER:

LICENSED TOY OF THE YEAR

WHO WANTS TO BE A MILLIONAIRE? BOARD GAME PRESSMAN TOY OTHER NOMINEES: ELOISE DOLL (ALEXANDER DOLL CO.) POWERPUFF GIRLS DOLL LINE (TRENDMASTERS) STAR WARS LINE (THE LEGO GROUP)

RETAILER OF THE YEAR WINNER: TARGET

BEST MARKETING CAMPAIGN OF THE YEAR

WINNER:

PLAN A FAMILY GAME NIGHT HASBRO OTHER NOMINEES:

OTHER NOMINEES:

HIT CLIPS LAUNCH CAMPAIGN (TIGER ELECTRONICS)

CREATIVE KIDSSTUFF

LEGO MLS SOCCER EXPERIENCE (THE LEGO GROUP)

ETOYS

FISHER-PRICE OH THE POSSIBILITIES! (MATTEL)

FAO SCHWARZ

U.S. DEBUT OF POO-CHI (TIGER ELECTRONICS)

ZAINY BRAINY

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HALL OF FAME ductees 2021 In

PLEASANT T. ROWLAND | AMERICAN GIRL

Pleasant T. Rowland founded American Girl after a trip to Colonial Williamsburg in 1986, when she combined her love of American history and her commitment to high-quality educational products to create The American Girls Collection, a line of historically accurate books, dolls, and accessories representing pivotal times in America’s past. As a trailblazer in creating purposeful play, Rowland expanded her vision with the launch of a contemporary line, now called Truly Me, that celebrates girls’ individuality with dolls featuring a diverse array of face shapes, skin tones, eye colors, and hairstyles, as well as Smart Girl’s Guide, a line of advice books, which has sold 12 million copies. She went on to create the Girl of the Year line, featuring contemporary characters who experience modern-day issues, and Bitty Baby, a nurturing line of diverse baby dolls. Mattel acquired the brand in 1998 and shortly thereafter, Rowland fulfilled her dream of opening an experiential retail store, American Girl Place — Chicago, where fans could shop the product in person.

WILLIAM C. KILLGALLON | THE OHIO ART CO.

William C. Killgallon joined the Ohio Art Co. in 1969 and served as president and CEO from 1978 until his retirement in 2016, capping a 47-year run.

Today, he serves as chairman of the board. During his tenure, Killgallon oversaw the development and marketing of hundreds of toys, including the company’s most famous brand, Etch-A-Sketch, which enjoyed a renaissance under his leadership. Because of his stewardship, Etch-A-Sketch continues to be one of the world’s most iconic toy brands. Killgallon’s commitment to quality ensured that products met the exacting and ever-changing toy safety standards. He consistently held the manufacturing team and engineers to the highest standards, instituting an internal program that bundled all retailer requirements, focusing on the most stringent ones, and using them as the basis for all toys. This approach soon became the industry standard. Colleagues have called him a man of high character, as well as a valued business partner who respected honest competition and an advocate for the entire toy industry.

48 THE TOY BOOK | TOTY AWARDS 2021 | toybook.com

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PHILIP BLOOM | TOYS “R” US, THE BLOOM REPORT

With a career spanning more than 40 years, Philip Bloom got his start in the 1950s working in an early version of a discount store. He went on to hold various store management, buying, and merchandising positions at mass retail merchants through the 1970s and 1980s, including Children’s Bargaintown in Chicago (one of two regional toy retailers that eventually became Toys “R” Us) and Circus World Toy Stores in Detroit, which he helped grow from nine to 150 stores. Seeing an entrepreneurial opportunity, Bloom moved to the New York area and became president of Toy Retailers Inc. in New Jersey, where he developed the concept of retailing children’s clothing in a combination store with toys. As big-box retail flourished in the 1980s, Bloom rejoined Toys “R” Us in 1983. He was appointed vice president of merchandising and pioneered the merchandising initiatives in the first 10 Toys “R” Us international locations. After retiring in 1998, Bloom created an online toy industry newsletter called “The Bloom Report.”

MARGARETE STEIFF | POSTHUMOUS INDUCTEE

Born in 1847 in Giengen an der Brenz, Germany, Margarete Steiff (1847-1909) was stricken with polio at 18 months old and spent the rest of her life in a wheelchair. Even though polio had left her permanently paralyzed, she learned to use her one good arm to operate a sewing machine and, by 1879, was skilled enough to begin making and selling clothing under her own brand name. While thumbing through a fashion magazine of the era, the now-accomplished seamstress noticed a pattern for a small elephant pincushion and made a few of them as gifts for friends and family. Before long, the children of Giengen had adopted and repurposed the pincushions as the world’s first soft toys and an entirely new kind of plaything was born, replacing the wooden and tin toys and hard bisque dolls of the era.

By 1893, Steiff’s company shifted away from the clothing business to focus exclusively on toys. In 1897, her nephew Richard Steiff joined the firm and invented the teddy bear in 1902. By 1907, Margarete Steiff GmbH produced more than 1 million teddy bears a year.

50 THE TOY BOOK | TOTY AWARDS 2021 | toybook.com

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How to Kick Off the New Year Right: 1. Be seen in the Toy Book’s BIG Book in February! This is that GIANT issue that sits on everyone’s desk and used as reference material all year long!

2. Remind everyone in May that you have the BEST to offer in the Toy Book’s Toy Fair New York issue!

Both issues will be distributed in print and emailed directly from both the Toy Book and The Toy Association to all retailers who sell toys. The May issue will also be available directly on the show floor.

GET IT ALL WITH THE TOY BOOK’S PRO PACKAGE •

Full page ad in the Toy Book’s February BIG book with optional video embedding in the digital issue, plus editorial consideration in our new product showcase

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Full page ad in the Toy Book’s May Toy Fair New York issue with optional embedding in the digital issue, plus editorial consideration in our new product showcase

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Banner ad in the Toy Book Toy Report for 8 weeks (120k+ impressions)

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Box ad on toybook.com for 8 weeks (240k impressions)

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Q&A or editorial feature on toybook.com with distribution in the Toy Book’s Toy Report and shared across all of the Toy Book’s social media accounts

Let’s make 2021 a stellar year together!

CONTACT: Jackie Breyer, Jackie@toybook.com | James Devin, jd@toybook.com

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