It was a big night in New York City as The Toy Foundation, the philanthropic arm of The Toy Association, revealed the winners of the 25th annual Toy of the Year (TOTY) Awards at its annual fundraiser at Cipriani’s 42nd Street.

The WOW! Stuff’s Disney Stitch Puppetronic by RealFX, hot off its win for Product Launch of the Year in The Toy Book’s inaugural Pulse of Play Awards, scored the overall Toy of the Year award, in addition to taking home the Tech Toy of the Year award. Story Time Backgammon by Story Time Learning took home the People’s Choice Award as voted on by consumers.

The TOTY Awards celebrate the best of what the toy industry has to offer — innovation, imagination, and the ability to bring joy to kids and families. Congratulations to all of the winners and nominees on their tremendous achievements. The toy industry is deeply passionate about bringing play to all children, and we are proud to unite this collective philanthropy at the TOTY Awards and year-round to deliver comfort and positively impact children when they need it most.
— Pam Mastrota, Executive Director, The Toy Foundation.

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

ACTION FIGURE OF THE YEAR

  • Transformers One Power Flip Optimus Prime (Orion Pax) by Hasbro

COLLECTIBLE OF THE YEAR

  • Deddy Bears Plush in Coffin by Innov8 Academy

CONSTRUCTION TOY/PLAYSET OF THE YEAR

  • Gecko Run: Marble Run by Thames & Kosmos

CREATIVE TOY OF THE YEAR

  • Mini Brands Create MasterChef by ZURU

DOLL OF THE YEAR

  • 12-inch Rainbow Brite Doll by The Loyal Subjects

EDUCATIONAL TOY OF THE YEAR

  • National Geographic Epic Circuits Science Kit by Blue Marble

GAME OF THE YEAR

  • UNO Show ’em No Mercy by Mattel

GROWN-UP TOY OF THE YEAR

  • LEGO Ideas JAWS by LEGO Systems

INFANT/TODDLER TOY OF THE YEAR

  • Scan & Sort Grocery Cart with Lights and Sounds by Radio Flyer

LICENSE OF THE YEAR

  • Bluey by BBC Studios Americas

OUTDOOR TOY OF THE YEAR

  • PoppinColorz Hydra 2-in-1 Blaster by South Beach Bubbles

PLUSH TOY OF THE YEAR

  • Emotional Baggage by Solobo Toys

PRESCHOOL TOY OF THE YEAR

  • Melissa & Doug Sort, Stock, Select Wooden Vending Machine Play Set by Spin Master

SPECIALTY TOY OF THE YEAR

  • HEXEL by Plus-Plus USA

TECH TOY OF THE YEAR

  • RealFX Disney Stitch Puppet by WOW! Stuff

VEHICLE OF THE YEAR

  • RoboRails: The Robot Monorail System by Thames & Kosmos

For more on the TOTY Awards and this year’s Hall of Fame inductees, check out The Toy Book’s commemorative issue right here.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book and Co-President of The International Toy Magazines Association (ITMA). He is also 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), New York Comic Con, 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.

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