They’re often considered to be the “Oscars” of the toy industry, and on Friday, Feb. 21, 2020, the next Toy of the Year (TOTY) Awards will be distributed at the Ziegfeld Ballroom in New York City as Toy Fair New York gets underway. After carefully examining hundreds of nominees, a panel of industry experts determined this year’s finalists in 16 categories. One winner in each category, along with the consumer-chosen People’s Choice award and the overall Toy of the Year Award will be presented in February. Now it’s your chance to vote for your favorites.

– Here are the nominees for License of the Year! –

Honoring the character or property that has had success spreading its brand through the development and merchandising of products developed from the intellectual property.

WowWee Baby Shark

Baby Shark (Pinkfong)

One of the most-watched videos in YouTube history, Baby Shark is now a cultural phenomenon. With more than 200 licenses secured worldwide, the Baby Shark empire includes toys from WowWee and Zuru, among others; a live concert tour; and an upcoming animated series being produced for Nickelodeon. | Baby Shark Toys

Barbie 60th Anniversary - Toy Fair

Barbie 60th Anniversary Program (Mattel)

Since 1959, Barbie’s brand purpose has been to inspire the limitless potential in every girl. The year-long celebration of Barbie’s 60th anniversary includes new toys, live events, pop-up experiences, social initiatives, and more. | Barbie’s 60th Anniversary

JoJo Siwa 2019 Tour

JoJo Siwa (Nickelodeon)

Following years of success that’s spanned television, radio, and YouTube, JoJo Siwa hit the road for a North American tour presented by Party City. Complete with a stop at Nickelodeon SlimeFest in Chicago, Siwa’s tour brought the multi-faceted entertainer face-to-face with fans, fueling a billion-dollar global consumer products business spanning toys, fashion, and more. | JoJo Siwa Toys

Avengers Universe Unites

Marvel’s Avengers: Endgame (Disney/Marvel Licensing)

The incredible success of Marvel’s Avengers: Endgame extended beyond theaters with the launch of a major toy line from Hasbro, a series of bestselling LEGO sets, and countless lifestyle products and tie-ins. | Avengers: Endgame Toys

PAW Patrol Mighty Pups Super PAWS (Spin Master)

For the latest series evolution, Spin Master, in partnership with Nickelodeon, presented a new season of PAW Patrol in which the famed pups were transformed into superheroes following the arrival of a mysterious meteor. | PAW Patrol Toys

Pokémon (The Pokémon Company International)

After more than 20 years, Pokémon is still one of the most beloved successful entertainment franchises in the world. This year’s Pokémon: Detective Pikachu brought the franchise to the big screen with a major motion picture spawning even more brand extensions across video games, mobile games, animation, publishing, lifestyle gear, and more, in addition to toys from Wicked Cool Toys, Mega Construx, and others. | Pokémon Toys

Ryan's World

Ryan’s World (

Under the guidance of, the highest-earning YouTube star spawned a lifestyle franchise that includes toys, games, sporting goods, apparel, books, digital gaming, and more. Following a Walmart debut last year, the line added dozens of licensees this year and expanded to retailers everywhere. | Ryan’s World Toys 

Pixar's Tinny

Toy Story 4 (The Walt Disney Co.)

Disney•Pixar’s Toy Story 4 surpassed $1 billion at the global box office and delivered a major cross-category merchandise program that continues to perform at retail. Sales of Toy Story 4 merchandise provided a boost for companies including Mattel and Jakks Pacific this year. | Toy Story 4 Toys



Public voting for the 2020 TOTY Awards is open to consumers, retailers, media, and members of The Toy Association through Jan. 5. For full details, rules, and additional information, please visit Proceeds from the annual event benefit The Toy Foundation in its efforts to bring joy and comfort to children in need through the experience of toys and play.