The Toy Foundation Reveals 2023 Toy of the Year (TOTY) Award Winners

Last night, The Toy Foundation’s Toy of the Year (TOTY) Awards returned to New York City for the first time since 2020. The Toy Book was in the house, live Tweeting (X-ing?) the winners as members of the industry gathered for The Toy Foundation’s annual fundraiser. The festivities were capped off by a special performance by music legend, Wyclef Jean.

Our collective love of play — and the fun it creates — made the TOTY Awards an unforgettable night. Congratulations to our award winners and luminaries who are moving the industry forward and thank you to all who attended. Together we are making a difference through play in the lives of children in need."

Pamela Mastrota, Executive Director of The Toy Foundation.

And the winners are…

Action Figure of the Year: Teenage Mutant Ninja Turtles Mutant Mayhem by Playmates Toys
Collectible of the Year: Squishmallows – Pokémon Collection by Jazwares
Construction Toy of the Year: LEGO Disney and Pixar ‘Up’ House by LEGO Systems, Inc.
Creative Toy of the Year: National Geographic Hobby Pottery Wheel by Blue Marble
Doll of the Year: Barbie The Movie Dolls by Mattel, Inc.
Game of the Year: 5 Second Rule Relay by PlayMonster
Grown-Up Toy of the Year: LEGO The Lord of the Rings: Rivendell by LEGO Systems, Inc.
Infant/Toddler Toy of the Year: Laugh & Learn Mix & Learn DJ Table by Mattel, Inc. & LEGO DUPLO 3 in 1 Tree House by LEGO Systems, Inc.
License of the Year: Barbie Franchise by Mattel, Inc.
Outdoor Toy of the Year: Monopoly SPLASH by WowWee
Playset of the Year: PAW Patrol Mighty Aircraft Carrier HQ by Spin Master & PLAYMOBIL My Figures: Pirates’ Island by PLAYMOBIL
Plush Toy of the Year: 16” Squishmallows by Jazwares
Preschool Toy of the Year: MAGNA-TILES Downhill Duo 40-Piece Set by MAGNA-TILES
Ride-On Toy of the Year: Extreme Drift Go-Kart by Radio Flyer
Specialty Toy of the Year: KAI: The Artificial Intelligence Robot by Thames & Kosmos
STEAM Toy of the Year: LEGO Technic NASA Mars Rover Perseverance by LEGO Systems, Inc.
Vehicle of the Year: Teenage Mutant Ninja Turtles Mutant Mayhem Pizza Fire Van by Playmates Toys

PEOPLE-FOCUSED CATEGORY WINNERS:

Champion of Diversity & Inclusion: Brent Bell, Art Director at Moose Toys
Champion of Sustainability: G.B. Pillai, Founder at Wild Republic
Packaging Designer of the Year: Suzanna Lakatos, Director of Packaging Design at Mattel, Inc.
PR/Marketer of the Year: Lisa McKnight, Executive Vice President & Chief Brand Officer, Mattel, Inc.

CAMPAIGN-FOCUSED CATEGORY WINNERS:

Corporate Social Responsibility Initiative:
- Gold Winner: First Barbie Doll with Down Syndrome by Mattel, Inc.
- Silver Winner: Playsponsible Campaign by Spin Master
- Bronze Winner: LEGO Replay by LEGO Systems, Inc.
Marketing Campaign:
- Gold Winner: Barbie the Movie Marketing Campaign by Mattel, Inc.
- Silver Winner: Moose Toys Makes Marketing Magic for Reveal of Magic Mixies Magical Crystal Ball by Moose Toys
- Bronze Winner: LankyBox Secret Mission Toy Launch by Bonkers Toys

The Toy Book extends congratulations to all the winners!

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.