The Toy Foundation Names Toy of the Year (TOTY) Awards Winners

It’s not déjà vu: The Toy Foundation’s (TTF) 2022 Toy of the Year (TOTY) Awards returned for a second round this week as the U.S. toy community gathered in Dallas for the first time since 2019.

As the industry looks ahead to the great calendar reset of 2023 which will see Toy Fair move to September and the TOTYs along with it, the first-ever fall TOTY Awards ceremony took place at The Toy Association’s 2023 Preview & 2022 Holiday Market at the Dallas Market Center. The 23rd TOTY Awards honored the best of the industry across 17 categories with 18 winners in all due to a tie for Specialty Toy of the Year. [Editor’s Note: Winners from the February 2022 TOTY Awards can be viewed here.]

“We are excited to have the industry in-person to celebrate the TOTY winners, all of which are extraordinary examples of creativity and imagination that deliver the benefits of play to children and adults alike,” says Pamela Mastrota, executive director of The Toy Foundation. “We congratulate each of the category winners, and all the innovative nominees, on receiving this incredible honor and we thank the industry for continuing to choose this award ceremony to support the Foundation’s programming and raise funds for the benefit of children in need.”

Proceeds from the TOTY Awards benefit TTF’s philanthropic efforts to deliver toys and play to kids around the world. This year, the TOTYs raised more than $500,000 to fund play therapy in children’s hospitals and other efforts.

And now, a drumroll please as we congratulate this year’s winners!

Toys that represent a person or fictional character intended for active, imaginative, and narrative-based play

Toys that compose a set and can be collected in multiples; can include novelty playthings, miniature versions of existing lines, licensed collectibles, etc.

Toys that include building as the primary play pattern

Toys that allow kids to build and/or make items that are unique to them

“Earning back-to-back Creative Toy of the Year awards is a true testament to the innovation of the Magic Mixies brand and the entire Moose team. We set the bar last year with Magic Mixies Magic Cauldron and raised it even higher with Magic Mixies Magical Crystal Ball,” says Paul Solomon, co-owner, Moose Toys. “We’re incredibly grateful to receive this honor from our peers in the industry as well as consumers. It is especially gratifying given that voting took place before Magic Mixies Magical Crystal Ball was on shelves. Given this accolade, we’re predicting that it will work its magic to become the top toy this holiday season.”

Toys that include baby, toddler, and fashion dolls

For families and children’s (ages 0-14) games including board, card, electronic, or other physical game formats and puzzles, exclusive of video or app games

“The Pokémon TCG has been an iconic part of the Pokémon brand for over 25 years, and it’s a joy to witness so many fans rekindle their love for the game through this special crossover with one of the most popular mobile games in the world,” says Barry Sams, vice president of the trading card game at The Pokémon Co. International. “We’re honored that the Pokémon GO Elite Trainer Box has been recognized for bringing a unique spin on the classic Pokémon TCG, and we look forward to delivering even more new exciting products as we gear up for 2023.”

Toys and games developed primarily for grown-ups/kidults, including party games, board games, collectibles, arts and crafts, and more. These toys are often fueled by fandoms, social media, and adult humor while they are not “adult toys” nor sexual in nature

Toys that are developed for ages 0-3 (0-18 months infant/18 months-3 years toddler)

Character or property that has had success spreading its brand through the development and merchandising of products developed from the intellectual property

“There was significant competition in these categories from an incredible roster of world-renowned brands, which makes our recognition for license of the year and plush toy of the year that much more significant for Jazwares,” says Jeremy Padawer, chief brand officer, Jazwares. “As Squishmallows continues to thrive around the globe, we are so honored to be recognized in these categories by our peers and The Toy Foundation.”

Toys that are designed for outdoor play, including ride-ons

Toys that are designed to work together to enact some action or event, including characters and role play

Toys that are made of fabric and stuffed with cotton or similar filling, including toys with interactive or electronic features

Toys that are developed for ages 3-5

Toys that are designed to be ridden outdoors, i.e., motorized vehicles, bicycles, scooters, wagons, etc.

Toys from manufacturers that primarily do business through independent retailers (neighborhood toy stores, museum shops, vacation destinations and similar venues) or in limited quantities online

“It’s such an honor to know that a toy that brings crafts and activities outdoors has resonated so much with families, enough for it to earn its own Toy of the Year Award,” says Wendy Hartling, director of activity toys at PlayMonster. “There’s nature all around us, and our team of toy inventors is excited to know the Craft-tastic Nature: Scavenger Hunt Potions kit is doing exactly what it’s researched and made to do: help families get creative and learn more about the environment.”

Toys that encourage kids to develop, strengthen and integrate skills across science, technology, engineering, arts, and mathematics

Toy cars, trucks, trains and other vehicles in all scales, including R/C vehicles but exclusive of ride-ons

The overall Toy of the Year award winner will be determined by a panel of expert judges and the People’s Choice award winner will be decided by online consumer votes. Winners for both awards will be revealed on Nov. 21. Voting is open until Nov. 11 at toyawards.org.

The next TOTY Awards will take place Sept. 29, 2023, kicking off Toy Fair week in New York City.