After a breakout debut, The Toy Book’s Pulse of Play Awards™ are back for a second round — and it’s time to show the world who’s making noise in toys, games, and everything that fuels the business of play.
The 2026 program once again honors the companies, people, and partners turning big ideas into retail magic, social buzz, and unforgettable moments of connection. From product launches to licensing campaigns, rep groups to inventors, this is where excellence gets its due.
What’s New for ’26:
- We’ve added Baby/Juvenile Product Launch of the Year to spotlight innovation for the tiniest trendsetters.
- In support of the specialty channel, Retailer of the Year (Independent, Specialty, & Hobby) is now a no-fee entry, because this business’s heartbeat starts on the frontlines.
- A portion of the proceeds from entry fees will be donated to Memorial Sloan Kettering Cancer Center in honor of the late Lori Rubin.
Display of the Year
Recognizing the most impactful product or brand display — retail or pop-up — that captured hearts and turned heads. This includes special sections, themed pull-togethers, endcaps, main aisle features, pallet trains, PDQs, and window displays.
Rep Group of the Year
Celebrating outstanding sales rep groups bringing toys, games, and adjacent products to shelves with knowledge, relationships, and hustle.
Distributor of the Year
Honoring a distributor that delivers top-notch service, reliability, and reach across channels.
Retailer of the Year (Mass, Mass Specialty — specialty stores with more than 10 locations)
Spotlighting a mass-market retailer that raised the bar in toy and game merchandising, promotion, and experience.
Retailer of the Year (Independent, Specialty, Hobby)
Recognizing excellence among the independent and specialty toy retailers that keep play alive in local communities. (No fee to enter, click here to submit now!)
*Open to parties in North America, including the U.S., Canada, and Mexico
Product Launch Campaign of the Year
Celebrating the most effective, creative campaign supporting a toy or game’s market debut.
NEW: Baby/Juvenile Product Launch of the Year
Honoring the most outstanding new product aimed at babies and toddlers — blending design, function, and developmental value.
Cultural Moment of the Year
Honoring the products that connected to a wider audience beyond the toy industry and became a part of the mainstream conversation
Viral Hit of the Year
Honoring products or content that broke through the noise with massive organic engagement.
Influencer Activation of the Year
Recognizing influencer partnerships that connected authentically and drove buzz.
The Cinematic Art of Selling Fun: Commercial of the Year
Celebrating the best TVC (TV commercial) for a toy or game intended for TV, digital, streaming, or display in a public forum (movie theaters, etc.).
Crossover Collaboration of the Year
Highlighting unexpected, brand mashups that created fresh excitement.
Outbound Licensing Campaign of the Year
Recognizing exceptional use of a brand in the hands of licensees.
Entertainment Property of the Year
Spotlighting a property that drove merchandise demand through storytelling and fan engagement.
*Open to parties in North America, including the U.S., Canada, and Mexico
Toy Inventor of the Year
Celebrating a creator whose toy innovation made a notable market impact.
Game Inventor of the Year
Recognizing excellence in tabletop game development and design.
Digital Studio/Video Game Team/Title of the Year
Honoring outstanding achievements in video gaming.
**Open to ALL parties worldwide
Retailer of the Year (International)
Spotlighting excellence in retail outside North America.
Location-Based Experience of the Year
Recognizing immersive events or installations that deliver new play or branded experiences.
Manufacturer of the Year
Celebrating a company driving innovation, design, and execution.
**Open to ALL parties worldwide
- THE 2026 PULSE OF PLAY AWARD
The best of the best — awarded to the brand, company, or campaign that defined the year in play.
***No submission, determined by the judging panel.
Submission Details: Authorized individuals may submit nominations in any category from June 23 through Oct. 3, 2025.
Please have the following information ready for your submission:
- Nomination Category
- Project/Initiative/Party you wish to nominate
- Description + explanation of what makes this submission stand out (no more than 500 words)
- Date of the campaign/launch/initiative
- Images (one required; up to three accepted)
- Credit card for processing through Stripe, our secure payment processor.
Submission Fees:
- Early bird deadline — EXTENDED! $200 per category through Sept. 19 2025
- Standard deadline: $250 per category through Oct. 3, 2025
Eligibility: Nominees will be considered for work and activations occurring between Nov. 1, 2024, and Nov. 1, 2025.
Judging will be conducted by an industry panel including members of the Adventure Media & Events (AM&E) team, with finalists to be revealed on or about Dec. 16, 2025.
- Finalists will be promoted heavily across The Toy Book website and social media platforms. Each finalist will also receive a custom graphic for promotional use.
Voting will be conducted by the panel.
Winners will be announced in January 2026 and honored in the 2026 edition of The BIG Toy Book
- Winners will receive a physical trophy and a custom digital graphic for promotional use.
Program details, terms, and conditions are subject to change.
Have a campaign that crushed? A toy that turned heads? A retail experience that made jaws drop? The pulse is beating. Let’s see who’s behind it.
The Pulse of Play Awards are more than a celebration of industry excellence — they’re an opportunity to give back.
A portion of proceeds from the 2026 awards program will be donated to organizations that serve children and families in need, including:
These organizations bring comfort, joy, and support to children facing illness, trauma, and instability — aligning with our belief that play has the power to heal, inspire, and uplift.
By entering The Pulse of Play Awards, you’re not just shining a spotlight on great work — you’re helping to make a meaningful impact beyond the toy industry.
About The Toy Book
The Toy Book®, an Adventure Media & Events Company, has been on the Pulse of Play™ as the official trade publication serving the North American toy industry since 1984. Its seasoned editorial staff maintains close relationships with retailers, manufacturers, industry analysts, and market research groups to keep its finger on the pulse of what’s hot and what’s next. The Toy Book covers toys, games, licensing, video games, kids and family entertainment, business trends, retail, and more. Its first issue debuted in print at the North American International Toy Fair in New York in February 1985. The Toy Book also publishes The Toy Report, an industry newsletter released on Thursday mornings.
About Adventure Media & Events
Adventure Media & Events, LLC (AM&E) is the publisher of The Toy Book, the leading trade publication serving the North American toy industry; The Toy Insider, the leading consumer guide to kids’ toys, tech, and entertainment; and The Pop Insider, the only publication dedicated exclusively to licensed merchandise for “kidults” and pop culture enthusiasts. The company produces live events and awards programs for B2B, media, and consumer audiences, including Sweet Suite, Holiday of Play, Spring Fling, and more. Additionally, AM&E offers FUNfluential, the only influencer campaign management software built explicitly for the toy and family industries.
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