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The Toy Foundation Reveals 2025 TOTY Award Finalists

It’s TOTY time!

The Toy Foundation is hosting the 25th annual Toy of the Year (TOTY) Awards fundraiser on Feb. 28, and it just released its star-studded finalists list.

Often hailed as “the Oscars of the toy industry,” the TOTY Awards celebrate the innovative toys, games, and collectibles that impress consumers and professionals alike. From a doll hidden behind a magic mirror to a sound-sensing robot, the 2025 TOTY Awards finalists represent dozens of toys that revolutionized the industry with their creativity and invention.

This year’s TOTY finalists exemplify our industry’s talent for delivering joy, encouraging exploration, and enhancing learning through the power of play. We are proud to not only celebrate these innovative playthings but also the philanthropic impact fundraising for the TOTY Awards celebration will have in supporting the physical and emotional wellbeing of children in need around the world."

— Pam Mastrota, Executive Director, The Toy Foundation.

The finalist list is divided into 16 play categories, including vehicles, dolls, plush, collectibles, and many more. From now until Jan. 10, play-lovers of all ages can vote online for their favorite toys in each category to determine the 2025 TOTY Winners. The category winners, alongside the coveted overall Toy of the Year Award and consumer-chosen People’s Choice Award, will be announced live at the TOTY Awards Gala in February.

The TOTY Awards Gala is a key fundraising event for the Toy Foundation’s year-round philanthropic work supporting kids in need. All of the event proceeds will be donated to impactful causes such as the Children’s Hospital Play Grants program, the Diversity, Equity, and Inclusion program, and the Toy Bank. These programs ensure that struggling children from all communities can enjoy the comfort and security of a toy.

The TOTY Awards gala also kicks off Toy Fair 2025. This week-long industry event includes innovative exhibits, product testing zones, and the induction of seven trailblazers into the Toy Industry Hall of Fame.

Keep scrolling to see the full list of 2025 TOTY Finalists, and visit ToyAwards.org to vote for your favorites. All of the finalists will be honored in a commemorative issue of The Toy Book, set to land in mailboxes later this month!

The Toy Foundation’s 2025 Toy of The Year Award Finalists

ACTION FIGURE OF THE YEAR

DC Multiverse Batman (Batman: Classic TV Series) Action Figure by McFarlane Toys
Godzilla x Kong” The New Empire 13-inch Mega Figures by Playmates Toys
LEGO DC Batman: Batman Construction Figure and the Bat-Pod Bike by LEGO Systems
Sonic the Hedgehog 3 12-Inch Ultimate Talking Sonic Figure by JAKKS Pacific
Stumble Guys Action Figures by PMI Kids’ World
Tales of the Teenage Mutant Ninja Turtles Pet to Ninja Deluxe Figures by Playmates Toys
Transformers One Power Flip Optimus Prime (Orion Pax) by Hasbro

COLLECTIBLE OF THE YEAR

Deddy Bears Plush in Coffin by Innov8 Academy
Disney Lacers by Disney Consumer Products
Disney Lorcana Trading Card Game by Ravensburger North America
Enchanted Elegance Collection – Ariel, Mulan, Rapunzel by Mattel
LEGO Minifigures Dungeons & Dragons by LEGO Systems
Pokémon Trainer Guess: Unova Edition by Ultra PRO
Pop! Yourself by Funko
Sticki Rolls Sticki Book by Sky Castle Toys

CONSTRUCTION TOY/PLAYSET OF THE YEAR

Gecko Run: Marble Run by Thames & Kosmos
LEGO Ideas Dungeons & Dragons: Red Dragon’s Tale Set by LEGO Systems,
LEGO City Space Base and Rocket Launchpad by LEGO Systems
Miraculous Paris Heroez Playset by Playmates Toys
Park & Play Camper by The Radio Flyer Company
TECTI Kinetic Building System by Fun in Motion Toys
Teenage Mutant Ninja Turtles Classic Technodrome Playset by Playmates Toys

CREATIVE TOY OF THE YEAR

Clixo Tropical Birds Pack by Toyish Labs
HEY CLAY Fluffy Pets by TRENDFORMER
Melissa & Doug Sticker WOW! by Spin Master
Mini Brands Create MasterChef by ZURU
Mini Pottery Studio by Make It Real
Playper Curious Kingdom Castle Playset by Playper
STEM Explorers Pixel Suncatchers by Learning Resources

DOLL OF THE YEAR

12” Rainbow Brite Doll by The Loyal Subjects
Be Loved Babies by IMC Toys U.S.
Disney Junior Splash & Glow Ariel Doll by Just Play
Magic Mixies Pixie Supremes Magic Mirror by Moose Toys
Miraculous Hero Switch Ladybug by Playmates Toys
My Friends & Me Baby Doll with Vitiligo by Miniland Educational Corp.
Yummiland by MGA Entertainment

EDUCATIONAL TOY OF THE YEAR

Bionic Robotic Arm by Thames & Kosmos
DK Virtual Reality History! by Abacus Brands
HyperTiles by Fun in Motion Toys
LEGO Technic Planet Earth and Moon in Orbit by LEGO Systems
National Geographic Epic Circuits Science Kit by Blue Marble
Story Time Backgammon by Story Time Learning
Tonies Audiobooks by Tonies USA
ZipString Luma by ZipString

GAME OF THE YEAR

Chronicles of Light: Darkness Falls (Disney Edition) by Ravensburger North America
Flip 7 by The Op
Gnome Hollow by The Op Games
Hitster by Jumbo Group
Life in Reterra by Hasbro, Inc.
SNAP 2 IT by Elenco Electronics
UNO Show ’em No Mercy by Mattel

GROWN-UP TOY OF THE YEAR

Hot Wheels x Daniel Arsham Collection by Mattel
Kanoodle Ultimate Champion by Educational Insights
LEGO Ideas JAWS by LEGO Systems
LEGO Ideas Polaroid OneStep SX-70 Camera by LEGO Systems
Oh My Pigeons! by Ravensburger North America
The Gang by Thames & Kosmos
Trivial Pursuit Generations by Ageless Innovation

INFANT/TODDLER TOY OF THE YEAR

Bebé Fuerte Count & Groove Bouncy Barbell by TOMY
Discoverosity 3-in-1 Sensory Table by Skip Hop
Fisher-Price Laugh & Learn Ultimate Playhouse by Mattel
Jelly Blox Stash ‘N Stack 2-in-1 Storage Case by Goliath North America
LEGO DUPLO 3in1 Space Shuttle Adventure by LEGO Systems
Ms. Rachel Surprise Learning Box by Spin Master
Scan & Sort Grocery Cart with Lights and Sounds by Radio Flyer

LICENSE OF THE YEAR

Barbie 65th Anniversary by Mattel
Bluey by BBC Studios Americas
Ms. Rachel by Spin Master Corporation
Pokémon by The Pokémon Company International
Polly Pocket 35th Anniversary by Mattel
Squishmallows by Jazwares
Stitch by Disney Consumer Products

OUTDOOR TOY OF THE YEAR

Cornhole Shootout by ABetter Design Company
EastPoint Sports Premium Axe Throw Target Game by Buffalo Games
Flybar GLOW Bumper Car by Flybar
Mega Cyborg Hydro Blaster by Thames & Kosmos
Miracle-Gro Kids’ Garden Tool Set by Red Tool Box
PoppinColorz Hydra 2-in-1 Blaster by South Beach Bubbles
WonderWalks Exploration Game by Pennycake

PLUSH TOY OF THE YEAR

Disney Shoulder Plush by Disney Consumer Products
Emotional Baggage by Solobo Toys
Fahlo Animal Tracking Plush by Fahlo
FurReal Peanut the Playful Monkey by Just Play
Hello Kitty Loves Cheer Bear 10” Collectible Care Bears Plush 2-Pack by Basic Fun!
Little Live Pets My Baby Monkey by Moose Toys
Ms. Rachel Speak & Sing Doll by Spin Master

PRESCHOOL TOY OF THE YEAR

BRIO World Dinosaur Deluxe Train Set by Ravensburger North America
Color Wonder Magic Light Brush by Crayola
Fisher-Price Rockin’ Record Player by Mattel
Imaginext Star Wars Darth Vader Bot by Mattel
LeapFrog Magic Adventures Binoculars by VTech Electronics North America
Little Tikes Story Dream Machine by MGA Entertainment
Melissa & Doug Sort, Stock, Select Wooden Vending Machine Play Set by Spin Master Corporation
Tile Town Bluey Heeler Home by Moose Toys

SPECIALTY TOY OF THE YEAR

Dynamic Pixel Piano by Hape
HEXEL by Plus-Plus USA
LEGO Gravity Drop by Klutz
Living Puppets Murray by Thin Air Brands
Pinball Machine Maker: Gumball Rally by Thames & Kosmos
Professor Maxwell’s VR Atlas 2.0 by Abacus Brands
Snap Circuits Nite Lite by Elenco Electronics

TECH TOY OF THE YEAR

Bitzee Disney by Spin Master
Hatchimals Alive Mystery Hatch by Spin Master
Hero: Sound-Sensing Robot by Thames & Kosmos
Pictionary vs. AI by Mattel
PLAi Poe The Ai Story Bear by Skyrocket Toys
RealFX Disney Stitch Puppet by WOW! Stuff
TapTap Arcade by FlyCatcher

VEHICLE OF THE YEAR

Flat 2 Fast Card Racers by Luki Lab
Go! Go! Smart Wheels Checkered Flag Motorized Track Set by VTech Electronics North America
Kids Clean Car by Henry’s Toy Box
LEGO Technic Mercedes-AMG F1 W14 E Performance by LEGO Systems
Play-Doh Pizza Delivery Scooter Playset by Hasbro
RoboRails: The Robot Monorail System by Thames & Kosmos
Sky Viper Type-R Performance Racing Drone by Skyrocket Toys

Fanattik, Rebellion Come Together For 2000 AD Licensing Deal

Fanattik, a UK-based pop culture company, signs a global gift and collectibles license with Rebellion for 2000 AD, a weekly British comic.

2000 AD was first published by Rebellion in 1977 and is one of the world’s longest-running and most celebrated comics today. It publishes in print and digital every Wednesday.

One of 2000 AD’s latest covers. Its new licensing deal with Fanattik will bring new products to fans. | Source: 2000 AD

Fanattik specializes in affordable pop culture. They have previously struck deals with companies such as Universal Studios, Paramount Studios, Studio Toho, Hasbro, Netflix, Capcom, Konami, and Microsoft.

We specialize in titles with multi-generational appeal, and our network of retail partners will mean 2000 AD fans from Australia to the USA will be able to purchase products they have never seen before.”

— Anthony Marks, M.D Fanattik

Products from this partnership will be available next year on wearefanattik.com.

M2 Machines Vrooms Into Stores with Three New Collections

M2 Machines has three new die-cast collections. The limited quantity 1:64-scale die-cast vehicles are available through retail partners and hobby dealers nationwide.

Source: M2 Machines

Source: M2 Machines

Source: M2 Machines

Source: M2 Machines

Source: M2 Machines

Drivers Release 119 will zoom into the market in December. The collection features a 1948 Chevrolet Apache Truck, a 1970 Gold Chrome-trimmed Ford Torino, a 1970 Dodge Super Bee, and a 1957 Chrysler 300C. This vehicles in this series include blister cards, enhancing the story of the individual models.

Source: M2 Machines

Source: M2 Machines

Source: M2 Machines

Source: M2 Machines

Auto-Haulers Release 79 features a Holley-themed 1969 Ford Ranger Truck and 1966 Ford Bronco with a dual-axle open-race hauler, a B&M Automotive-themed 1964 Dodge A100 Panel Van, and 1969 Dodge Dart Swinger with a dual-axle car hauler, and a Dirt Rider-themed 1971 Chevy Van paired with a 1978 Chevy Scottsdale 4×4 pickup and dual-axle open-race hauler. Like the Driver Release 119, the Ford vehicles are gold-trimmed.

Source: M2 Machines

Source: M2 Machines

Source: M2 Machines

Source: M2 Machines

Source: M2 Machines

Source: M2 Machines

Source: M2 Machines

Auto-Thentics Release 94 is the third series available next month. It features six M2 castings: a 1949 Mercury Custom, a 1966 Chevrolet Corvette, a 1966 Mustang Gasser, a 1968 Chevy Camaro, a 1969 Plymouth Road Runner, and a 1970 Datsun 510. The vehicles are specially packaged to enhance the die-cast models, and the 1969 Road Runner has gold chrome detailing.

The 1969 Road Runner, 1969 Ford Ranger Truck, 1966 Ford Bronco, and 1970 Gold Chrome-trimmed Ford Torino are “chase pieces” in extremely limited quantities at 750 units.

For more information on these collections, visit m 2machines.com.

Moose Toys Plots Expansion in Mexico

Moose Toys is expanding its presence in Latin America, targeting growth in Mexico next year. The toy company will supply its popular products to retailers throughout the region, making MrBeast Lab, titles from Moose Games, and a wide assortment of licensed toys available to consumers.

“Moose’s presence throughout Latin America has been growing steadily. Adding Mexico as a direct-to-retail market is a key part of our strategy to supercharge growth in the region and an important initiative in the next phase of our overall company strategic plan. We can see the momentum building rapidly for Moose in Mexico and we are excited to take this important next step,” says Ronnie Frankowski, Global President of Moose Toys.

Moose Toys entered the Latin American market in 2003, starting with a network of distribution partners.

“I want to express our appreciation to the distributors, retailers, and partners for their outstanding contribution and collaboration that has helped build a solid foundation for us in Mexico over the last 12 years,” Frankowski says. Recent Circana data indicates that the country is performing second best among G12 countries and is one of three growing markets with its 4% year-over-year growth.

Moose Toys is signing a local media agency to handle press and marketing in the region. The company plans to transition to direct-to-retail in the first quarter of 2025.

“As we move into this new phase, we look forward to consumers having access to an even broader assortment of our innovative ‘wow-filled’ toys at retailers throughout the region,” said Tamara Stewart, Head of LATAM, Asia and Emerging Markets.

Build-A-Bear and Hello Kitty Join Forces for First-Ever Collaborative Workshop

Build-A-Bear Workshop combines its charm with Sanrio’s Hello Kitty charm to open the first-ever Build-A-Bear x Hello Kitty and Friends Workshop.

Sanrio is best known for Hello Kitty, the famous cat celebrating her 50th anniversary this year. The retail-tainment experience will honor Hello Kitty and give her fans —adults and children alike — an opportunity to shop for exclusive offerings and products.

At this Los Angeles experience, guests can expect a Hello Kitty-centric atmosphere, with pink aprons, pink and white shopping bags, and customized pink birth certificates for their new plush friends.

The opening of the Build-A-Bear x Hello Kitty and Friends Workshop is a meaningful moment for both of our brands. This workshop is about creating a space where guests of all ages can connect with their favorite Sanrio characters in a fun and memorable way. It's a special experience that brings together the magic of childhood with the creativity of today's culture.”

— Sharon Price John, President and CEO of Build-A-Bear Workshop

A grand opening event will occur on November 15 at the Los Angeles Westfield Century City shopping center.

To learn more about this partnership and follow along with the new releases, visit buildabear.com and sanrio.com.

The in-store experience between the two iconic brands starts this month. | Source: Build-A-Bear

TIE Reveals Play for Change Award Winners

Toy Industries of Europe (TIE) reveals winners of the fifth edition of the Play for Change Awards. These European Awards celebrate outstanding efforts by toy companies committed to improving children’s well-being and preparing the next generation for a better future.

TIE Awards highlight companies making impacts. | Source: Toy Industries of Europe

This year, we saw some of the most impressive initiatives and toys in the Awards’ history. While making these decisions was difficult, it’s inspiring to see the toy industry’s dedication to shaping a more inclusive, sustainable, and thoughtful future for children. Congratulations to all the winners!”

—John Baulch, Publisher, Toy World Magazine, and Chairman of the Play for Change Jury

Diversity & Inclusion Category

For initiatives and toys that challenge outdated ‘norms’ of social status, ability, sex, race, or religion.

Gold Award: The LEGO Group for reimagining its popular FRIENDS universe with a stronger focus on inclusivity and representation.
Silver Award: Miniland for its Playing Together Project, which creates inclusive spaces for children of different abilities and backgrounds to meet and play.
Bronze Award: Mattel for updating its portfolio of games to ensure accessibility for children who have difficulty distinguishing between colors.

Life Skills Category

For initiative and toys that prepare children for tomorrow’s world.

Gold Award: LeapFrog/ VTech for their advanced binoculars that encourage children to explore and connect with nature, both outdoors and indoors.
Silver Award: SVOORA for its innovative approach to helping young children develop reading and storytelling skills.
Bronze Award: Fischertechnik for preparing children for the 21st century through hands-on STEM learning.

Sustainability Category

For initiatives and toys that aim to deliver an overall positive impact on the environment.

Gold Award: PlanToys for its Wave Stacker made from recycled rubberwood and for the company’s broader strong commitment to sustainability.
Silver Award: Mattel for its Fisher-Price Planet Friends line, which uses post-consumer recycled plastics, and for sharing knowledge on chemical safety for recycled materials in toys for young children.
Bronze Award: Smoby Toys for their Smoby’s Life – XL Slide, made from at least 70% recycled plastic.
Special Recognition Award: The LEGO Group for its impact in engaging and educating children on sustainability and empowering young voices globally.

For more information on the TIE and the Play for Change Awards, visit playforchangeawards.eu/.

Spielwarenmesse 2025 Tickets On Sale

Tickets for the 74th Spielwarenmesse, the Nuremberg International Toy Fair, are on sale now. Trade visitors, journalists, and guests can make plans for next year’s fair, which will be held from Jan. 28 to Feb. 1. Tickets are available online. The five-day event will be held at the Nuremberg Exhibition Centre.

Held annually since 1950, Spielwarenmesse is the largest international trade fair in the world for toys and games. Tickets for all five days — and individual tickets — are available. (Day-of tickets will not be available on site.)

Visitors have various transportation options between Munich International Airport and the Nuremberg Exhibition Centre. Spielwarenmesse plans to run shuttle buses for $37.55 each way (35 euros). There is also a direct rail connection via Regensburg. (Tariffs apply to travelers on intercity express trains.) Travelers can use their Spielwarenmesse ticket on public transportation in and around Nuremberg.

The fair is managing travel preparation through Spielwarenmesse Digital. The free app will offer attendees and vendors interactive hall plans and a database of exhibitors. The service makes networking easier: visitors can schedule appointments with exhibitors and take advantage of private chats, audio, and video calls. The app will also offer information about Toy City for out-of-towners.

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 Devin will be in attendance at the 2025 show.

Plan your trip today at www.spielwarenmesse.de/en/visit.

LEGO Taps Cataclaws to Spread Holiday Cheer, Power Retail Sales

LEGO’s new holiday campaign is here, and it quickly reminds families that while disasters may arise, nothing is more important this holiday season than playing together. To spread that message, LEGO has created a new holiday mascot, a black-and-white cat wearing a red-and-white beanie named Cataclaws.

In an ad from The LEGO Group, Cataclaws travels the globe rescuing kids and adults alike from holiday boredom, bad haircuts, and ennui, showering towns and homes with a flood of LEGO bricks, restoring play to teens, tweens, grandparents, and wild animals. In a galaxy far, far, away, Yoda is inspired to give Darth Vader a Christmas sweater festooned with Cataclaws.

The LEGO Group is all-in on its hero, selling ugly holiday sweaters for minifigures in stores with LEGO Minifigure Factories. The company released a brief how-to video on Pinterest for LEGO fans anxious to build a red and white Cataclaws beanie.

“We’re delighted to bring Cataclaws to life and finally release her into the world,” said Nic Taylor, SVP and Head of Our LEGO Agency. “She represents the power of children’s innate creativity, reminding us all that there is no limit to where our imagination can take us when building with LEGO bricks and unlocking those special moments with family and friends through play.”

There’s more in-store than holiday sweaters: starting Nov. 11, LEGO’s annual Build to Give initiative encourages constructors to share the “superpower of play.” LEGO will donate a set to a child in need through Dec. 31 for every heart built out of LEGO bricks in-store or shared online with the hashtag #BuildToGive. Since starting the campaign in 2017, The LEGO Group has donated to over 9.1 million children.

The company also has plans for LEGO Brickmas Parties in select stores, allowing LEGO fans to share their superpowers. Builders can construct festive minifigures like surfboard Santa and, yes, Cataclaws.

For more information about LEGO’s holiday plans, visit LEGO.com.

NOTTA WORD Offers a New Way of Connecting with Friends and Family This Holiday Season

Getting together with family for the holidays can be seen as a stressful time, and the creators of the card game NOTTA WORD want to change that.

With a simple premise and easy-to-follow rules, NOTTA WORD is a great option for family gatherings. The goal is to come up with definitions for nonsensical words, which can lead to silly interpretations to get the group laughing. The game fosters connection by encouraging players to present the funniest or most creative answer. Since there are no wrong answers, it gives all players an equal opportunity to win rather than competing to guess the right answer and invites the opportunity for tons of laughs.

NOTTA WORD is more than just a game. It’s an experience where everyone’s voice matters, no matter their age or background. This holiday season, we wanted to offer something that brings people together with joy and humor, and without the pressure of being 'right.'”

— Denise Zaraya, Co-Creator of NOTTA WORD

The game is available now, just in time for the holiday season, on its own website and on Amazon. For more information on the game, visit the NOTTA WORD website.

Baking Up a Deal: The Lumistella Company Joins I’m The Chef Too! for Elf on the Shelf Collaboration

The kid-focused at-home baking kit service brand I’m The Chef Too! partners with The Lumistella Company to collaborate with its The Elf on the Shelf franchise.

The partnership brings The Elf on the Shelf-themed baking sets to families this holiday season. The companies signed a multi-year licensing agreement.

We are very excited to have the Scout Elf and Elf Pets friends join I’m The Chef Too!’s product line. Baking during the holiday season is such a magical time for many families. What better way to celebrate than to add a little more magic from the North Pole?”

— Lisa Wallace, CEO and Co-founder of I’m The Chef Too!

The Snowball Fight Cookies will bring all the holiday fun to the kitchen. | Source: I'm The Chef Too

The Elf on the Shelf Pancake Party is for the whole family to bake.| Source: I'm The Chef Too

The Poochie Pupcakes include the Elf on the Shelf pets. | Source: I'm The Chef Too

The baking bundle includes all three sets. | Source: I'm The Chef Too

I’m The Chef Too! is a global leader in at-home baking kits, and Lumistella, home of Santaverse, is a global leader among Christmas brands.

The companies have created multiple kits and bundles, which are now available for presale for families to prepare for the holiday season. The kits and bundles are available on imthecheftoo.com, and prices range from $29.95 to $86.95. For more information about these companies’ collaboration, visit imthecheftoo.com or lumistella.com.

THE ELF ON THE SHELF BAKING BUNDLE

This bundle is a festive way to get into the holiday spirit and teach kids scientific kitchen lessons! The Elf on the Shelf bundle includes the Scout Elf Pancake Party Kit, Poochie Pie Pupcakes Kit, and Snowball Fight Cookies Kit.

Product Facts

MSRP:
$86.95

Age:
For ages 4-14, with constant adult supervision.

Manufacturer:
I'M THE CHEF TOO

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I'm The Chef Too

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