Last year, I kicked off awards season with a column called “Racing into Awards Season.” And because this is the toy industry — where remakes, sequels, reboots, and line extensions are practically a love language — here we are with the follow-up nobody asked for, but I’m delivering anyway. Call it the “Part II” you didn’t know the toy trade needed. If Toy Story 5 can happen (see top photo), anything can. At this rate, expect a trilogy.
BUT BACK TO THE REAL ACTION…
It’s awards season once again, and the race is officially back on as toymakers, game developers, designers, licensors, retailers, and everyone else in the business of play look forward to recognition, rivalry, and, for some, that sweet validation that their creative instincts hit the mark.
Inside the industry, awards season isn’t just about gleaming trophies or bragging rights (even though those absolutely count, and I fully encourage being both braggadocious and swaggarocious this year). It’s about honoring the innovation, craftsmanship, and bold risks that keep this market moving. Landing a finalist spot is often its own victory — a meaningful accolade that proves the journey was worth it and offers a little extra shine in the marketplace.
The toy industry’s awards calendar continues to mirror one of our closest collaborators: the entertainment world. In Hollywood, awards season runs like an endurance test — Critics’ Choice, Golden Globes, Grammys, DGA Awards, PGA Awards, SAG Awards, BAFTA, Independent Spirit Awards … and of course, The Academy Awards. Between November and March, the entertainment industry practically turns trophy polish into a seasonal scent.
In this business, The Toy of the Year (TOTY) Awards have long been called “the Oscars of the toy industry.” They celebrate creativity not just within the U.S., but across the global landscape, all while serving as a major fundraiser for The Toy Foundation’s mission to deliver the joy of play to children in need. It’s an honor that gives back.
And while we build up to the headline event, the TOTY gala on the eve of Toy Fair in February, the awards stand tall, but they don’t stand alone. The TOTYs live within a broader ecosystem of meaningful recognition, including ASTRA’s Play Awards, People of Play’s Toy & Game Innovation Excellence Awards (TAGIEs), Spielwarenmesse’s ToyAwards, The Toy Book’s own Pulse of Play Awards, and our sister publication, The Pop Insider’s forthcoming Collectors’ Choice Awards, among others. Each celebration offers a unique lens for honoring the companies and creators that push this industry forward every single day. And celebrations are what this issue is all about.
This special edition of The Toy Book, crafted in partnership with The Toy Association and The Toy Foundation, serves as a snapshot of the year’s TOTY finalists — a commemorative moment designed to spotlight their achievements, encourage the industry and the public to vote, and amplify the Foundation’s work. Along the way, you’ll find some exclusive bonus features and highlights from additional celebrations that honor icons and innovators past and present.
Awards season is here — again — and if there’s one thing we know, it’s that when the world plays, we all win. I’ll catch you on the next page.
Stay on the Pulse of Play!
A version of this feature first appeared in the 2025 Celebrations Issue of The Toy Book. Read the full issue here!
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