It’s awards season, and the race is on as toymakers, game developers, licensors, retailers, and others engaged in the business of play look forward to a time of recognition, competition, and, for some, the validation of creative vision.
For industry insiders, awards season isn’t just about trophies on shelves or bragging rights (though it might be!); it’s a chance to recognize and celebrate the innovation, craftsmanship, and creative risks that drive the market.
In many cases, securing a spot as a finalist is a win — a feather in the cap and a marketable accolade that proves the journey worthwhile. Meanwhile, some hold firm to an oft-quoted line from one of my favorite films and a daily source of inspiration in this office, Talladega Nights: The Ballad of Ricky Bobby…
“IF YOU AIN’T FIRST, YOU’RE LAST.”
Of course, that isn’t accurate in a literal sense. When we put it in the context of racing, it’s the top three that take their positions on the podium to savor the moment, knowing full well that every team is already back in the garage, tinkering, plotting, and building something new, all while eyeing victory in the next event.
DAYS OF THUNDER(OUS APPLAUSE)
In the toy industry, “awards season” now mirrors that of one of our greatest partners — the entertainment industry. The Critics’ Choice Awards, Golden Globes, Grammys, DGA Awards, PGA Awards, SAG Awards, BAFTA Awards, Independent Spirit Awards … I could go on. In the entertainment realm, there are dozens of awards shows between November and March, with none bigger than The Academy Awards.
In the U.S., it’s long been touted that The Toy of the Year (TOTY) Awards are “the Oscars of the toy industry.” They celebrate creativity — not just for companies in the U.S., but for those worldwide — while serving as a key fundraiser for The Toy Foundation’s year-round mission to bring the joy of play to kids in need.
While the TOTYs and its annual gala are hailed as our Oscars, they are part of an important awards ecosystem alongside ASTRA’s Play Awards, the Toy & Game Innovation Excellence Awards (TAGIEs), Spielwarenmesse’s ToyAwards, The Toy Book’s forthcoming Pulse of Play Awards, and several others as unique benchmarks for recognizing the applause-worthy superstars that strive — and drive — for excellence every day.
This unique, commemorative edition of The Toy Book, created in collaboration with The Toy Association and The Toy Foundation, is a time capsule honoring this year’s TOTY finalists. It encourages the industry and the general public to vote for their favorites while spotlighting the Foundation’s efforts. When the world plays, we all win!
Click here to read the new issue!
