With just days remaining before the fair, the top 18 nominees for the Spielwarenmesse 2025 ToyAward have been announced.
This prestigious award recognizes high standards in creative product ideas, exceptional production value, and innovations with significant potential for success.
This year, 284 exhibitors submitted 629 new products for consideration. An expert jury evaluated the entries based on originality, play enjoyment, clarity of the product concept, and potential for retail success. The jury then narrowed the nominees into categories: baby and infant, preschool, school-age children, teenagers and adults, startup, and sustainability.
Here are the 2025 nominees:
Baby & Infant (0-3 years)
- Fisher-Price Snuggly Capybara – Mattel (Hall 12.2/P-15)
- Flex – OPPI (Hall 3/E-69)
- Geomag Magicube Blocks Stacking Safari – Geomagworld (Hall 4/E-17)
Preschool (3-6 years)
- 3 Shape Memo – Buitenspeel BV / BS Toys (Hall 3A/F-20)
- Creative Play 3in1 – Kitchen, Shop & Workshop – Haba (Hall 3/E-18)
- Green Planet Explorers’ Ben’s Eco Catamaran – Hape International (Hall 3A/E-19, G-26)
School Kids (6-10 years)
- Cooper the STEM Robot – Learning Resources (Hall 5/B-06, C-05)
- RC Football Set – Bundesliga – Carrera Toys (Hall 12.2/P-13)
- Stay Apple Balance Tree Game – Quercetti & C. (Hall 5/B-32)
Teenager & Adults (10+ years)
- Moon Acrylic Jigsaw Puzzle – Abfun (Hall 4/F-30)
- Pretty Pink Flower Bouquet – The LEGO Group (Hall 12.2/P-01)
- Spin Ball Spinner – Click Europe (Hall 4/B-89)
Startup
- Qubitunes – Qubs (Hall 3A/H-32)
- STAK – Storyastic (Hall 10.0/E-14)
- Stickflip – Flip, Catch, Level up – ImagiNew Playhome (Hall 3A/D-06)
Sustainability
- Go Up Deluxe Lights Ecologic 360 – ID Development (GLOBBER) (Hall 7A/B-51, C-52)
- Playmobil JUNIOR & Disney: Cinderella’s Castle – Horst Brandstätter Group (Hall 12.2/P-07)
- Wave Stacker – Plan Creations / PlanToys (Hall 3C/B-19)
Check out the nominees at Spielwarenmesse in Hall 3A. The ToyAward winner will be announced on the Big Stage at 10:30 a.m. on Jan. 29 at the neighboring Toy Business Forum.
Spielwarenmesse, the world’s largest toy fair, is held annually in Nuremberg, Germany. This year, it will run from Jan. 28 to Feb. 1. Members of The Toy Book team, including Vice President & Group Publisher Jackie Breyer, Editor-in-Chief James Zahn, and Executive Director of Sales & Marketing James “JD” Devin, will be in attendance.
For more information about Spielwarenmesse and the ToyAwatd, visit spielwarenmesse-eg.de/en and toyaward.de.
