The Toy Book - TOTY Awards Showcase 2023

TOTY

CATEGORY

Honoring Excellence in the Business of Play

Ready or not, here come the TOTY Awards!

by JAMES ZAHN, Editor-in-Chief

It’s been more than three years since The Toy Foundation’s Toy of the Year (TOTY) Awards last took place in The Big Apple.

Since that time, the world has changed greatly, and following a return to live, in-person events with last fall’s “timeline reset” TOTY Awards in Dallas, the event is back in a big way on the eve of Toy Fair, Sept. 29, at Cipriani 42nd Street in New York City.

Amid the cool fall air and beneath the magical glow of the Manhattan skyline, the 24th TOTY Awards is poised to honor and celebrate the products and people that make the toy industry special, all while serving as The Toy Foundation’s principal fundraising event.

In this special-edition, commemorative issue of The Toy Book, we’re shining a spotlight on the finalists across 17 play-focused categories and four new people-focused categories.

As you flip through this issue, you’ll also find exclusive commentary from The Toy Foundation’s Executive Director, Pamela Mastrota (Pg. 12); a TOTYs

Flashback (Pg. 58), and a look at this year’s Hall of Fame inductees (Pg. 64).

Our team here at The Toy Book sends best wishes to all of this year’s TOTY finalists, and encourages all of you to cast your votes for the best of the best!

As this issue lands, we’re rolling into the all-important holiday season and are deep into production on our secondbiggest issue of The Toy Book of the year. It’s our can’t-miss Toy Fair 2023 x 2024 Preview, and it’s gonna be a good one!

We look forward to seeing you and connecting in person at the Javits Center next month. Ready to rock? 

James Zahn, best-known as The Rock Father, is the Editor-in-Chief of The Toy Book and a Senior Editor of The Toy Insider and The Pop Insider. Frequently called upon for expert commentary on the toy industry, he has been featured in The New York Times and Forbes, and has appeared on Yahoo! Finance, CNBC, BBC, NBC, ABC, CBS, FOX, CNN, and more. Connect with him on LinkedIn or follow him on Twitter and Instagram @therockfather.

by PAMELA MASTROTA, Executive Director, The Toy Foundation

Enthusiasm is building for the Toy of the Year (TOTY) Awards — the musthave ticket to kickoff Toy Fair! In addition to announcing the toy industry’s prestigious award winners, guests will be wowed with an exclusive performance from Grammy Award-winning artist Wyclef Jean; an auction of standout products and experiences; a cocktail reception to catch up with friends and colleagues; and more. The best part? All of this fun is for a great cause supporting The Toy Foundation (TTF) in its efforts to deliver the extraordinary benefits of play to children in need.

Event proceeds support TTF’s three program areas which unite the philanthropy of the toy industry and create a greater impact. As YOUR Foundation, our signature Toy Bank program has delivered toys to 31 million children around the world since 2003. As the industry’s partner in managing excess inventory and corporate social responsibility (CSR) initiatives, we pick up product donations and place them into the hands of deserving children year-round. One of our biggest collections of the year is at Toy Fair, and donating the toys and games from your exhibit at the close of this year’s event will support more than 50,000 children in the New York City area.

Extending the industry’s impact to children’s hospitals that serve communities of the greatest need, as well as in response to emergency situations, our Play Grants program has funded the power of play for 360,000 hospitalized children since 2021. A new playroom at Spence and Becky Wilson Baptist Children’s Hospital in

The Toy Bank: World Vision Seattle in Fife, Washington, delivered Let’s Glow Studio accessories to thousands of kids in the Seattle area thanks to a donation from Sky Castle Toys.

DEI Pipeline Program: Students from the University of North Texas at Dallas met with the Jazwares human resources team to explore careers in play during The Toy Foundation’s Career Booth Huddles at The Toy Association’s 2023 Preview & Holiday Market last fall.

Memphis, Tennessee, bedside medical play equipment at Children’s Hospital at Montefiore in Bronx, New York City, and inclusive and diverse toys at Ann & Robert H. Lurie Children’s Hospital in Chicago are a just a few of the 2023 projects that are helping children express themselves, while serving as a positive distraction during procedures, and supporting continued learning and development when they’re not in the classroom. We are eager to rally the industry at the TOTY Awards to provide pledges of $5,000, $10,000, and $20,000 to reach even more children.

To support the industry in becoming more diverse, equitable, and inclusive (DEI), our DEI Pipeline Program offers companies opportunities to connect with talented university students of varied backgrounds and educational focuses. Through virtual meetings and in-person events, companies can hear the students’ insights on DEI within the industry, share their own philanthropic and CSR work, and potentially hire for internships and entry-level positions. At the TOTY Awards and Toy Fair, you will have opportunities to engage students through a series of DEI activities, networking meetups, and recruitment opportunities.

We look forward to uniting small, medium, and large companies at the TOTY Awards to further the impact of each of these programs, and we’re pulling out all the stops to make that happen. You will be greeted with excitement at the high-

Children’s Hospitals: Joe DiMaggio Children’s Hospital in Orlando, Florida, received a $25,000 grant to purchase medical play toys to provide support, encouragement, and motivation with the end goal of maximizing the benefits of its medical treatment and improving its patient’s clinical outcomes in order to enhance their health and well-being.

powered networking cocktail reception full of fun activities. The reception will flow into the awards naming the very best toys, people, and campaigns in the industry, and a special tribute to the icons being inducted into the Hall of Fame. To end the night on the highest note, Fugees legend Wyclef Jean will give an exclusive performance of pop-culture favorites like “Killing Me Softly With His Song.”

Throughout the night and into Toy Fair, attendees can bid on standout and one-of-a-kind auction items. Expected to be the most popular auction item, Wyclef Jean has pledged backstage access and an opportunity to join him onstage during a future performance.

The TOTY Awards will take place Friday, Sept. 29 at Cipriani 42nd Street in New York City. Tickets are available at TOTYAwards.org.

Pamela Mastrota, Executive Director of The Toy Foundation (TTF), maintains and evaluates all aspects of operations, programs, administration, strategic partnerships, and fundraising/donor best practices in a manner that supports, strengthens, and advances the Foundation’s mission. Mastrota brings extensive C-level and nonprofit leadership, fundraising, and relationship-building experience to increase the impact of TTF to serve as the unifying force for the collective philanthropy of the toy industry for the benefit of all kids in need. For more information about TTF and to get involved in its programs, email pmastrota@toyfoundation.org.

“Playing — in my case music — was incredibly important for me to build respect as a child. So, I’m delighted to help The Toy Foundation deliver that same power of play to tens of thousands of children who need our help to find their voice.”

— Wyclef Jean

All photos provided courtesy of The Toy Foundation

Toy of the Year (TOTY) Award voting is open through Sept. 8 at toyawards.org

Don’t miss your chance to vote for your favorites!

The race is on and the clock is ticking as voting for this year’s Toy of the Year (TOTY) Awards is officially underway!

A panel of 24 judges, including toy and play experts, retailers, academics, and journalists, painstakingly evaluated a total of 563 nominees to determine this year’s finalists in the 17 traditional play-focused categories. Taking into consideration each product’s creativity, design, and play value, the panel then reviewed and ranked them in categories relevant to their areas of expertise. Finally, the judges took part in a roundtable discussion to determine the finalists in each category.

Toy and game enthusiasts of all ages, including Toy Association members, retailers, media, and consumers can vote for their favorite toys, games, and top li-

censes through Sept. 8 at toyawards.org. Industry players and watchers can also visit the homepage of toybook.com for an even closer look at the finalists.

As you flip through this special edition of The Toy Book, be on the lookout for QR codes that make voting easier than ever before. Simply scan the code on each page with your mobile device to open the category voting page in your browser.

Most winners — including those in new campaign- and people-focused categories — will be revealed during the TOTY Awards gala on Sept. 29.

The winner of the 2023 People’s Choice TOTY Award (based on consumer votes) and the overall Toy of the Year (chosen by a panel of experts) will be revealed on Nov. 20. 

And the finalists are...

ACTION FIGURE

®

Scan here to vote for Action Figure of the Year!

GUNSLINGER SPAWN WITH HORSE MCFARLANE TOYS

HEROES OF GOO JIT ZU

DEEP GOO SEA TRIPLE GOO KING HYDRA MOOSE TOYS

JURASSIC WORLD ROAR STRIKERS/WILD ROAR

ASSORTMENT

MATTEL

JURASSIC PARK 30TH ANNIVERSARY REAL FX BABY T. REX

POKÉMON — TRAIN & PLAY

DELUXE PIKACHU

JAZWARES

TEENAGE MUTANT NINJA TURTLES: MUTANT MAYHEM PLAYMATES TOYS

STAR WARS: CHATTER BACK CHOPPER ANIMATRONIC HASBRO

COLLECTIBLE OF THE YEAR

®

Scan here to vote for Collectible of the Year!

BITZEE

MY ARCADE

MONSTER HIGH SKULLECTOR LINE MATTEL

LEGO MINIFIGURES DISNEY 100 LEGO

SHASHIBO GRATEFUL DEAD SERIES FUN IN MOTION TOYS

SQUISHMALLOWS — POKÉMON JAZWARES

FURBY INTERACTIVE TOY HASBRO

CONSTRUCTION

®

Scan here to vote for Construction Toy of the Year!

CREATE A CASTLE BUILDMASTER

ACTIVITY STARTER KIT

CREATE A CASTLE

STEM EXPLORERS

BRIDGE BUILDERS

LEARNING RESOURCES

MEGA HOT WHEELS MONSTER

TRUCKS SMASH & CRASH

BONE SHAKER CRUSH COURSE

MATTEL

LEGO DISNEY ‘UP’ HOUSE LEGO

NATIONAL GEOGRAPHIC EPIC FORTS

BLUE MARBLE

LEGO FRIENDS HEARTLAKE

INTERNATIONAL SCHOOL

LEGO

MEGA FOREST POKÉMON CENTER

MATTEL

CREATIVE TOY OF THE YEAR

Scan here to vote for Creative Toy of the Year! ®

AMERICAN GIRL CREATE YOUR OWN MATTEL

BEAST LAB MOOSE TOYS

COOL MAKER POPSTYLE BRACELET MAKER SPIN MASTER

CREATIVE-TONIES TONIES USA

CLIXO MARS ROVERS PACK TOYISH LABS

NATIONAL GEOGRAPHIC HOBBY SERIES POTTERY WHEEL BLUE MARBLE

SKILLMATICS FOIL FUN SKILLMATICS

TASTY LABS: WIZARD POTION SCIENCE KIT THAMES & KOSMOS

DOLL OF THE YEAR

Scan here to vote for Doll of the Year! ®

MAGIC MIXIES PIXLINGS MOOSE TOYS

DISNEY’S THE LITTLE MERMAID ARIEL FASHION DOLL MATTEL

CREATIVESOUL DOLLS DISNEY CONSUMER PRODUCTS

BARBIE: THE MOVIE DOLLS MATTEL

THE FRESH BEATS COLLECTION BY WORLD OF EPI WORLD OF EPI

LATINISTAS FASHION DOLLS PURPOSE TOYS

DISNEY’S THE LITTLE MERMAID UNDER THE SEA EXPLORING ARIEL DOLL JAKKS PACIFIC

GAME OF THE YEAR

KIDKRAFT

Scan here to vote for Game of the Year!

SEARCH PARTY: CHAOS AT THE PARK WHAT DO YOU MEME?

SHASHIBO BATTLE SHAPES FUN IN MOTION TOYS

5 SECOND RULE RELAY PLAYMONSTER

BEAT THE 8 BALL BLUE ORANGE GAMES

BEAT BOARD KIDKRAFT

MAGIC 8 BALL MAGICAL ENCOUNTERS BOARD GAME MATTEL

DISNEY ANIMATED FUNKO GAMES

GAME NIGHT IN A CAN GOLIATH GAMES

GROWN-UP TOY OF THE YEAR

Scan here to vote for Grown-Up Toy of the Year! ®

LEGO THE LORD OF THE RINGS: RIVENDELL LEGO

DUMB WAYS TO DIE SPIN MASTER

FLYER FOLDING CARGO EBIKE RADIO FLYER

LEGO ART HOKUSAI: THE GREAT WAVE LEGO

THE RIDDLER: PUZZLE BOX BY EDWARD NYGMA — DETECTIVE MODE VARIANT MCFARLANE TOYS

KANOODLE PYRAMID EDUCATIONAL INSIGHTS

INFANT/TODDLER TOY OF THE YEAR

Scan here to vote for Infant/Toddler Toy of the Year! ®

DELUXE PUSH & PLAY

CRAWLIGATOR KIDDY CRAWLER

FISHER-PRICE LAUGH & LEARN

CUBE WALKER

RADIO FLYER

LEGO DUPLO 3IN1 TREE HOUSE

LEGO

FARMSTAND LET THE BEET

DROP DJ SET

SKIP HOP

CHUCKLE & ROAR

POP IT & LEARN

BUFFALO GAMES

SLEEPY FRIENDS: SLEEPY SHEEP

NIGHT LIGHT TONIE

TONIES USA

LICENSE OF THE YEAR

SQUISHMALLOWS JAZWARES

TEENAGE MUTANT NINJA

TURTLES: MUTANT MAYHEM PARAMOUNT CONSUMER PRODUCTS

DISNEY 100

THE WALT DISNEY CO.

MAGIC THE GATHERING

THE LORD OF THE RINGS: TALES OF MIDDLE-EARTH HASBRO (WIZARDS OF THE COAST)

SPIDER-MAN

THE WALT DISNEY CO.

BARBIE FRANCHISE MATTEL

OUTDOOR TOY OF THE YEAR

Scan here to vote for Outdoor Toy of the Year! ®

MONOPOLY SPLASH WOWWEE

BUNCH O BALLOONS TROPICAL PARTY 100+ ZURU

COSMIC KICK THE CAN STARLUX GAMES

SKY VIPER VECTOR PERFORMANCE STUNT PLANE SKYROCKET

FACTION SKYFIRE TARGET DRONE SKYROCKET

NATIONAL GEOGRAPHIC VOLCANO BEAN BAG TOSS

BLUE MARBLE

STEP2 SPACE CAPSULE SWING THE STEP2 CO.

PLAYSET OF THE YEAR

®

Scan here to vote for Playset of the Year!

KIDKRAFT ULTIMATE HELICOPTER KIDKRAFT

DELUXE GRILL & PIZZA OVEN PLAY SET MELISSA & DOUG

SCRIBBLE SCRUBBIE PETS GLOW LAGOON PLAYSET

CRAYOLA

PLAYMOBIL MY FIGURES: ISLAND OF THE PIRATES PLAYMOBIL

LITTLE TIKES ADVENTURE ROCKET MGA ENTERTAINMENT

PAW PATROL: THE MIGHTY MOVIE AIRCRAFT CARRIER HQ SPIN MASTER

GREEN PLANET EXPLORERS: PANDAS’ BAMBOO HOUSE HAPE

PLUSH TOY OF THE YEAR

®

Scan here to vote for Plush Toy of the Year!

16-INCH SQUISHMALLOWS JAZWARES

FLUFFIE STUFFIEZ PLUSH — SMALL MGA ENTERTAINMENT

SLUMBERKINS HOW TO BEE HELPFUL SET SLUMBERKINS

BUILD-A-BEAR PLUSH AXOLOTL BUILD-A-BEAR WORKSHOP

TONIES X STEIFF JIMMY BEAR TONIES USA

PRESCHOOL TOY OF THE YEAR

®

Scan here to vote for Preschool Toy of the Year!

MAGNA-TILES DOWNHILL DUO 40-PIECE SET

MAGNA-TILES

EXPLODING KITTENS

LEGO DISNEY CELEBRATION TRAIN

LEGO

REEL BIG CATCH GAME

EDUCATIONAL INSIGHTS

SMARTGAMES SAFARI PARK JR.

SMART TOYS AND GAMES

TINKERTAR BUFFALO GAMES

CRAYOLA COLOR WONDER

FINGERPRINT ACTIVITY BOOK

CRAYOLA

SCOOT & RIDE VERTRIEBS GMBH

Scan here to vote for Ride-On Toy of the Year! ®

EXTREME

LITTLE TIKES STREET BURNER MGA ENTERTAINMENT

YBIKE LEAP

NATIONAL SPORTING GOODS

GROUND FORCE ELITE RAZOR USA

DRIFT GO-KART

SPECIALTY TOY OF THE YEAR

Scan here to vote for Specialty Toy of the Year! ®

ANYWHERE SPORTS — TRAMPOLINE PONG THIN AIR BRANDS

CLIXO DEEP OCEAN CREATURES PACK TOYISH LABS

KAI: THE ARTIFICIAL INTELLIGENCE ROBOT THAMES & KOSMOS

PLUS-PLUS PUZZLE BY NUMBER MAP OF THE UNITED STATES PLUS-PLUS

RAZOR DECK STORYASTIC

SHASHIBO JUMBIE ARTIST SERIES FUN IN MOTION TOYS

STAPELSTEIN STAPELSTEIN

STEAM TOY OF THE YEAR

Scan here to vote for STEAM Toy of the Year! ®

AIR TOOBZ FAT BRAIN TOY CO.

CRANIUM BIG BRAIN: DETECTIVE GAME FUNKO GAMES

LEGO TECHNIC NASA MARS ROVER PERSEVERANCE

LEGO

MAGIC ADVENTURES TELESCOPE LEAPFROG

DK VIRTUAL REALITY DINOSAURS!

ABACUS BRANDS

NATIONAL GEOGRAPHIC MEGA SCIENCE ADVENT CALENDAR

BLUE MARBLE

LITTLE TIKES BIG ADVENTURES METAL DETECTOR MINING TRUCK MGA ENTERTAINMENT

VEHICLE OF THE YEAR

®

Scan here to vote for Vehicle of the Year!

BUBBLE BLITZ ODYSSEY TOYS

MICKEY & MINNIE’S

RUNAWAY RAILWAY TRAIN DISNEY CONSUMER PRODUCTS

HOT WHEELS CITY ULTIMATE T-REX TRANSPORTER MATTEL

RADIO CONTROLLED AKULA (AVATAR: THE WAY OF WATER) MCFARLANE TOYS

TEENAGE MUTANT NINJA

TURTLES: MUTANT MAYHEM

PIZZA FIRE VAN

PLAYMATES TOYS

TRAINBOTS: 2-IN-1

STEAM MAKER KIT

THAMES & KOSMOS

SPIN MASTER

CHAMPION OF SUSTAINABILITY ®

PETER HANDSTEIN CEO, HAPE INTERNATIONAL

JASON KROSKRITY DIRECTOR, SUSTAINABLE DEVELOPMENT, CHEMISTRY & MATERIALS, MATTEL

G.B. PILLAI FOUNDER, WILD REPUBLIC

ROBERT PASIN CHIEF WAGON OFFICER, RADIO FLYER

CHAMPION OF DIVERSITY & INCLUSION ®

BRENT BELL ART DIRECTOR, MOOSE TOYS

DR. LISA WILLIAMS FOUNDER & CEO, WORLD OF EPI

VANESSA RAPONI P.ENG, PMP MANAGER, MANUFACTURING ENGINEERING PRODUCT, SPIN MASTER

ESRA CAFER SENIOR VICE PRESIDENT, GLOBAL BRAND STRATEGY & MANAGEMENT, HASBRO/EONE

GENNA ROSENBERG CHANGEMAKER & CEO, GENNCOMM

KIM CULMONE SENIOR VICE PRESIDENT, HEAD OF DESIGN FOR BARBIE, MONSTER HIGH & MATTEL CREATIONS, MATTEL

DR. ZABINA BHASIN FOUNDER & CEO, IN KIDZ

DEEDEE WRIGHT-WARD CEO, PURPOSE TOYS

KAREN KELLY MANAGER, EXECUTIVE COMMUNICATIONS, DEI & COMMUNITY ENGAGEMENT, CRAYOLA

PACKAGING DESIGNER OF THE YEAR ®

INGRID CHOW ART DIRECTOR, ABACUS BRANDS

DAVID PEARCE PRINCIPAL GRAPHIC DESIGNERPACKAGING & BRANDING, BOYS BRANDS, MOOSE TOYS

TIM CONLIN VICE PRESIDENT MARKETING & INNOVATION, ELENCO ELECTRONICS

SHANE HARTLEY CREATIVE DIRECTOR, GLOBAL GAMES & DISNEY LORCANA, RAVENSBURGER

SUZANNA LAKATOS DIRECTOR, BARBIE + DOLLS IP PACKAGING DESIGN, MATTEL

The Toy Bank in action: Good Banks in Cleveland, Ohio received a donation of 6,000 Boogie Board Drawing Tablets from Kent Displays to bring the creative benefits of play to kids in need.

PR/MARKETER OF THE YEAR ®

LISA KRUEGER SENIOR COMMUNICATIONS DIRECTOR, RAVENSBURGER NORTH AMERICA

DANA MONCRIEF SENIOR DIRECTOR, PUBLIC RELATIONS, MOOSE TOYS

JESSICA KALICHMAN DIRECTOR OF MARKETING, WOWWEE

LEE PARKHURST SENIOR MARKETING MANAGER, EDUCATIONAL INSIGHTS

LISA MCKNIGHT EXECUTIVE VICE PRESIDENT AND CHIEF BRAND OFFICER, MATTEL

ERIKA MERKLINGER PUBLIC RELATIONS & COMMUNICATIONS MANAGER, CRAYOLA

SARAH MADEY DIRECTOR OF GLOBAL BRAND STRATEGY & MARKETING, HASBRO GAMING, HASBRO

CALEIGH ANTHONY DIRECTOR OF GLOBAL COMMUNICATIONS, SPIN MASTER

LISA ORMAN PRESIDENT, KIDSTUFF PUBLIC RELATIONS

by DR. AMANDA GUMMER, UK Chapter Chair, Women in Toys, Licensing & Entertainment

It’s that time of year — the Toy of the Year finalists have been revealed and everyone wants to know who the winners are. But there’s a lot that goes into creating a “Toy of the Year” — months, even years of careful design and research, to make sure there’s cohesion between ages and stages of development, price points, play value, and style to appeal to the target market.

In the increasingly competitive world of toy development, commercial success hinges on understanding children’s needs, desires, and play patterns. Conducting research at different stages of product development reduces financial risk and allows companies to create toys that captivate young minds and inspire endless hours of play. Research can be expensive, but it doesn’t have to be. The general rule of thumb is the more research you do, the more confidence you will have in the findings. But any research (even getting the neighbors’ kids’ opinions) is better than not doing any at all. There are many different types of research that serve unique functions and are valuable at the various stages of a product or brand’s life cycle.

Exploratory Research: Uncovering the Play Landscape

At the initial stages of toy development, exploratory research is crucial.

This research provides a comprehensive understanding of the play landscape, consumer preferences, and emerging trends. If you don’t know what’s out there already, how do you know you’re not just doing something that someone else has already cornered the market with? You can learn a lot by buying and playing with products that are likely to be your main competitors before you even start the design process.

Keeping a close eye on the latest trends in children’s media, technology, and popular culture helps toy developers align their products with children’s evolving interests. This analysis can be conducted through market research reports, media monitoring, and attending industry conferences.

Concept Development: Shaping Ideas Based on Research Insights

Once a firm understanding of the play landscape is established, the next step involves shaping ideas into concrete concepts. Research at this stage helps refine and validate toy concepts before investing in production. Some effective methods for concept development research include:

•Prototype Testing: Creating prototypes allows developers to gather hands-on feedback from children, parents, and educators. This approach helps assess factors such as usabili-

ty, durability, safety, and play value. Feedback from prototype testing guides product improvements and iterations.

•Co-creation Sessions: Collaborating with children fosters an iterative development process. These sessions empower young minds with a platform to actively contribute ideas, preferences, and creative solutions. Co-creation ensures that toys resonate with children’s needs and interests.

•Expert Reviews: Seeking input from child development experts, psychologists, and educators can provide valuable insights into the developmental benefits and age appropriateness of toy concepts. Expert reviews help align toys with specific age groups and address potential concerns regarding safety or developmental milestones.

Product Testing: Validating Toy Performance and Appeal

As toy development progresses, product testing becomes essential. This stage involves gathering feedback on the final product to fine-tune its features and prepare for market entry by:

•Playtesting: Organizing play sessions with target age groups allows developers to assess how children

interact with the toy, measure engagement levels, and evaluate its play value. Playtesting helps identify potential usability issues, areas for improvement, and insights useful for future product development opportunities.

•Consumer Testing: Engaging with families through consumer testing panels helps gather feedback on packaging, pricing, marketing messaging, and overall satisfaction. This research informs adjustments to the toy’s final presentation and ensures it aligns with consumer expectations.

Research is not just a means to an end — it is a continuous process that fuels creativity, understanding, and growth. Embrace the insights gained from research to create toys that spark joy, inspire learning, and make a positive difference in children’s lives.

Dr. Amanda Gummer is a research psychologist and author, and is the Founder and CEO of FUNdamentally Children, an evidence-based consultancy for the children’s industry. She serves as the UK Chapter Chair for Women in Toys, Licensing & Entertainment.



More than 450 toys are evaluated each year at the Fisher-Price Play Lab in East Aurora, New York. Research at the facility is kid-led. | Source: Mattel

WINNER:

The 2003 Toy of the Year Awards

TOY OF THE YEAR

FISHER-PRICE SESAME STREET

HOKEY POKEY ELMO

MATTEL

ACTIVITY TOY OF THE YEAR WINNER:

CLIKITS

OTHER NOMINEES:

LEGO SYSTEMS

DRAGONS KRYSTAL WARS MAN-O-WAR (MEGA BLOKS)

EASY-BAKE REAL MEAL (HASBRO)

ELLO CREATION SYSTEM (MATTEL)

MIGHTY BEANZ (SPIN MASTER)

WINNER:

BOY TOY OF THE YEAR

ELECTRONIC HULK HANDS

TOY BIZ WORLDWIDE

OTHER NOMINEES:

BEYBLADE REMOTE CONTROL TOP LAUNCHER (HASBRO)

JUSTICE LEAGUE BASIC ACTION FIGURES (MATTEL)

POWER RANGERS NINJA STORM (BANDAI AMERICA)

TEENAGE MUTANT NINJA TURTLES ACTION FIGURES (PLAYMATES TOYS)

Source: The Strong National Museum of Play

Source: Mercari

Source: The Strong National Museum of Play

EDUCATIONAL TOY OF THE YEAR

WINNER:

LEAPSTER MULTIMEDIA LEARNING SYSTEM

LEAPFROG ENTERPRISES

OTHER NOMINEES:

3D SPACE PROJECTOR (UNCLE MILTON INDUSTRIES)

BARBIE B-CREATIVE EDUCATION CENTER (OREGON SCIENTIFIC)

FISHER-PRICE LEARN THROUGH MUSIC SYSTEM (MATTEL)

WINNER:

TEACHING CASH REGISTER (LEARNING RESOURCES) GAME OF THE YEAR

CRANIUM HULLABALOO CRANIUM

OTHER NOMINEES:

BULLS-EYE BALL (TIGER GAMES)

NAMCO TV GAMES (JAKKS PACIFIC)

SCENE IT? (MATTEL/SCREENLIFE)

TWISTER MOVIES (HASBRO GAMES) GIRL

WINNER:

TOY OF THE YEAR

BRATZ FORMAL FUNK RUNWAY DISCO

MGA ENTERTAINMENT

OTHER NOMINEES:

MY LITTLE PONY CELEBRATION CASTLE (HASBRO)

POLLY POCKET FASHION POLLY! GROOVY GETAWAY JET (MATTEL)

FURREAL FRIENDS GO-GO MY WALKING PUP (TIGER ELECTRONICS)

STRAWBERRY SHORTCAKE BERRY HAPPY HOME (BANDAI AMERICA)

Source: MGAE

Source: eBay

Source: Wikimedia Commons

WINNER:

BOUNCE ‘ROUND

SPIN MASTER

OTHER NOMINEES:

OUTDOOR TOY OF THE YEAR

ELECTRIC MICRO SCREAM MINI-BIKE (HUFFY BICYCLE CO.)

RAINBOW REEF FISH (SWIMWAYS)

RAZOR XLR8 ELECTRIC SCOOTER SYSTEM (RAZOR USA)

WAVE HOOP (MAUI TOYS)

WINNER:

MARKETING CAMPAIGN OF THE YEAR

MONOPOLY HASBRO GAMES

OTHER NOMINEES:

HOT WHEELS T-WRECKS PLAYSET (MATTEL)

HUMMER H2 SPEED CITY (PLAYMATES TOYS)

THE FAST AND THE FURIOUS POWER RACEWAY (RC2 CORP.)

R/C HUMMER H2 (NEW BRIGHT INDUSTRIES)

WINNERS:

Source: Hasbro

INFANT/PRESCHOOL TOY OF THE YEAR

FISHER-PRICE HOKEY POKEY ELMO

MATTEL LIT TLE TOUCH LEAPPAD LEARNING SYSTEM

LEAPFROG ENTERPRISES

WINNER:

INNOVATIVE TOY OF THE YEAR

LEAPSTER MULTIMEDIA LEARNING SYSTEM

LEAPFROG ENTERPRISES

Source: Spin Master

WINNER:

BRATZ

MGA ENTERTAINMENT

OTHER NOMINEES:

PROPERTY OF THE YEAR

CARE BEARS (AMERICAN GREETINGS)

DORA THE EXPLORER (NICKELODEON)

MY LITTLE PONY (HASBRO)

THE WIGGLES (THE WIGGLES TOURING PTY LTD)

SPECIALTY TOY OF THE YEAR WINNER:

IT’S MY LIFE SCRAPBOOK KIT CREATIVITY FOR KIDS

Source: eBay

WINNER:

VEHICLE OF THE YEAR

REGENERATOR R/C

SPIN MASTER

RETAILER OF THE YEAR: UNDER 25 LOCATIONS

WINNER:

Source: eBay

RETAILER OF THE YEAR: OVER 25 LOCATIONS

WINNER:

OTHER NOMINEES:

BE BEEP — A TOY SHOP

FAO SCHWARZ

THE TOY STORE INC.

THE TOY SHOP OF CONCORD

OTHER NOMINEES:

EBAY KB TOYS

TOYS “R” US WAL-MART

Source: MGAE

Each year, the Toy of the Year (TOTY) Awards honor the best and brightest toys on the shelves. Test your TOTY knowledge with these questions about award-worthy people, products, and moments.

1. SINCE 1984, THE TOY INDUSTRY HALL OF FAME HAS RECOGNIZED SOME OF OUR MOST POWERFUL PLAYERS. JOHN LLOYD WRIGHT, SON OF ARCHITECT FRANK LLOYD WRIGHT, WAS ONE OF THIS YEAR’S INDUCTEES. WHAT TOY INVENTION WAS HIS CLAIM TO FAME?

3. IN 2003, FIVE SPIN MASTER PRODUCTS WERE NOMINATED IN FIVE DIFFERENT TOTY CATEGORIES. WHICH TWO WON AWARDS?

A. MIGHTY BEANZ FOR ACTIVITY TOY OF THE YEAR

B. THE WIGGLES MUSICAL GUITAR FOR INFANT/PRESCHOOL TOY

TOR R/C

D. AIR HOGS BRAND FOR MARKETING CAMPAIGN OF THE YEAR

E. BOUNCE ‘ROUND FOR OUTDOOR TOY OF THE YEAR

4. THIS YEAR’S TOTY PERFORMANCE STAR IS HAITIAN RAPPER WYCLEF JEAN. HE FIRST ACHIEVED FAME AS A FOUNDING MEMBER OF WHAT

Source: Hasbro

5. THE RUBIK’S CUBE WON INTERNATIONAL TOY AND GAME OF THE YEAR AWARDS IN BOTH 1980 AND 1981. THIS PAST JUNE, 21-YEAROLD MAX PARK BROKE THE WORLD RECORD FOR A HUMAN SOLVING IT. HOW LONG DID IT TAKE HIM?

A. 7.42 SECONDS

B. 12.325 SECONDS

C. 3.134 SECONDS

D. 3.79 SECONDS

E. 6.54 SECONDS

7. EVERY YEAR, THE TOY FOUNDATION COLLECTS MILLIONS OF TOYS AND DISTRIBUTES THEM TO KIDS’ CHARITIES WORLDWIDE. WHAT IS THE NAME OF THE FOUNDATION’S DONATION PROGRAM?

6. WHAT TOY WON THE OVERALL TOY OF THE YEAR AWARD IN 2022?

8. THE 2023 TOTYS FEATURE SIX NEW CATEGORIES. WHICH OF THE BELOW CATEGORIES IS NOT NEW?

A. CHAMPION OF SUSTAINABILITY

B. STEM CHAMPION OF THE YEAR

C. MARKETING CAMPAIGN OF THE YEAR

D. CORPORATE SOCIAL RESPONSIBILITY CAMPAIGN OF THE YEAR

E. CHAMPION OF DIVERSITY AND INCLUSION

F. PACKAGING DESIGNER OF THE YEAR

G. PR/MARKETER OF THE YEAR

Squishmallows from

seconds

Answers: 1. Lincoln Logs 2. 5 3. C. Air Hogs Regenerator R/C and E. Bounce ‘Round 4. Fugees

5. C. 3.134

6.

Jazwares 7. The Toy Bank 8. B. STEM Champion of the Year

THE CLASS OF 2023

From PAW Patrol to People of Play and Beyond

For nearly 40 years, The Toy Industry Hall of Fame has been honoring outstanding individuals that have left their mark on the business of play. Each year, members of the industry nominate a host of extraordinary people, including toy and game inventors, retailers, executives, and entertainment creators for potential induction. The class of 2023’s living inductees includes icons from Toronto and Chicago alongside a quartet of posthumous legends. 

THE ROCK STARS

RONNEN HARARY, ANTON RABIE, & BEN VARADI

Toronto-based Spin Master was founded in 1994 with a single product, Earth Buddy, and a $10,000 investment. Since that time, its founders have grown the company into an international play and entertainment force with more than 124 Toy of the Year nominations to its credit. Its philanthropic arm, The Toy Movement “delivers inspiration, imagination, and joy to children around the world.”

2023 marks the 10th anniversary of Spin Master’s PAW Patrol, the No. 1 preschool brand in the world.

Top photo — From left to right: Anton Rabie, Ben Varadi, and Ronnen Harary | Source: Spin Master

SPIN MASTER

THE TRAILBLAZER

MARY COUZIN

PEOPLE OF PLAY

Source: People of Play

As the founder of People of Play, Couzin connects members of the toy and game community through a growing platform of events. Leveraging her own experience in creating and licensing toys and games, Couzin launched the Chicago Toy & Game Fair (CHITAG), Inventor Pitch and Innovation Conference, Young Inventor Challenge, the TAGIE Awards, and more.

THE LEGENDS

JOHN MCLOUGHLIN (1827-1905)

MCLOUGHLIN BROTHERS

ROSE O’NEILL (1874-1944)

KEWPIE DOLLS

JOHN LLOYD WRIGHT (1892-1972)

LINCOLN LOGS

DAVID RING (UNKNOWN)

LARAMI CORP.