The Toy Book®, The Official Trade Publication Serving the North American Toy Industry since 1984™, reveals the winners for its second annual Pulse of Play Awards™.

After a breakout debut, the Pulse of Play Awards program returns to show the world who’s making noise in toys, games, licensing, and everything that fuels the business of play.

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.

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, sales, 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.

The Challenger
For small- to mid-sized companies that are innovating, gaining shelf space, and connecting with kids — and kids at heart — through trend-driven products, packaging, and activations.

Manufacturer of the Year
Celebrating a company that drives innovation, design, and execution.

Product Launch of the Year
Celebrating the most effective, creative, and buzzworthy product launch.

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 with 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 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.).

Toy Inventor of the Year
Celebrating a creator or creative team whose toy innovation made a notable market impact.

Game Inventor of the Year
Recognizing excellence in tabletop game development and design.

Digital Studio/Team of the Year
Honoring outstanding achievements in creating new play experiences spanning video games, VR, AI, and tech.

Location-Based Experience of the Year
Recognizing immersive events or installations that deliver new play or branded experiences.

Crossover Collaboration of the Year
Highlighting unexpected, brand mashups that created fresh excitement.

Licensed Collaboration/Program of the Year
Recognizing exceptional use of a brand in the hands of licensees and/or outbound licensing programs, bridging toys and consumer products.

Entertainment-Driven Property of the Year
Spotlighting a property that drove merchandise demand through storytelling and fan engagement.

The overall Pulse of Play Award honors outstanding achievements in all categories of the business of play, including retail, manufacturing, design, sales, and beyond.

Nominees were submitted by authorized representatives and members of an anonymous, independent industry panel last fall. Finalists were revealed in January 2026 and voted on by the panel and members of the Adventure Media & Events team to determine this year’s winners.

Plans are already underway for the 2027 Pulse of Play Awards. The nomination period for the third annual program will open this summer. Visit pulseofplayawards.com for more information.

*Program details, terms, and conditions are subject to change.

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®, published by Adventure Media & Events, 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 Official Trade Publication Serving the North American Toy Industry since 1984™; The Toy Insider®, the leading consumer guide to kids’ toys, tech, and entertainment; The Pop Insider®, the only publication dedicated exclusively to licensed merchandise for “kidults” and pop culture enthusiasts; and The Licensing Book®, a trade publication serving the licensing industry. The company also produces live events and awards programs for B2B, media, and consumer audiences, including The Toy Insider’s Holiday Gift Guide™, Sweet Suite®, Holiday of Play®, The Toy Book’s Pulse of Play Awards™, and The Pop Insider’s Collectors’ Choice Awards™.

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