The Press Release:
From a doll hidden behind a magic mirror to a sound-sensing robot, to dozens of toys that innovate beloved play patterns, the 2025 Toy of the Year® (TOTY®) Award finalists, announced today by The Toy Foundation™ (TTF), represent the most sought-out toys just in time for the holiday season. Known as the “Oscars of the toy industry,” the TOTY Awards celebrate the creativity of the global toy community and serves as a key fundraiser for TTF’s year-round philanthropic work supporting children in need.
Between now and January 10, 2025, play-lovers of all ages can visit ToyAwards.org to vote for their favorite playthings in each of the 16 categories, browse toys, and make shopping lists for the holidays. Finalists were announced this morning by a group of well-known content creators who serve as TOTY ambassadors. See the full list of finalists below.
Winners in each category, as well as the coveted overall Toy of the Year winner and the People’s Choice winner (based solely on consumer votes), will be announced at the TOTY Awards gala on Friday, February 28, 2025, at Cipriani 42nd Street in New York City. The celebration kicks off Toy Fair® 2025 (March 1-4, 2025) and includes the induction of seven trailblazers into the esteemed Toy Industry Hall of Fame.
All event proceeds (including TOTY nomination fees) benefit TTF’s initiatives, including the Children’s Hospital Play Grants program to bring the healing power of play to children in hospital settings; Diversity, Equity, and Inclusion program to reach all communities with play; and The Toy Bank program to deliver the comfort and security of a toy to children in need around the world. The TOTY celebration will spotlight each of these program areas and the impact of bringing the benefits of play to children in need, as well as serve as an opportunity to donate and further its mission.
“This year’s TOTY finalists exemplify our industry’s talent for delivering joy, encouraging exploration, and enhancing learning through the power of play,” said Pam Mastrota, executive director of The Toy Foundation. “We are proud to not only celebrate these innovative playthings but also the philanthropic impact fundraising for the TOTY Awards celebration will have in supporting the physical and emotional wellbeing of children in need around the world. We invite everyone to have a say in the next TOTY winners and cast their votes!”
2025 TOTY FINALISTS
Additional details on each finalist are available at ToyAwards.org
ACTION FIGURE OF THE YEAR – Toys that represent a person or fictional character intended for active, imaginative, and narrative-based play.
DC Multiverse Batman (Batman: Classic TV Series) Action Figure by McFarlane Toys
Godzilla x Kong 13″ Mega Figures by Playmates Toys, Inc.
LEGO DC Batman: Batman Construction Figure and the Bat-Pod Bike by LEGO Systems, Inc.
Sonic the Hedgehog 3 12-Inch Ultimate Talking Sonic Figure by JAKKS Pacific
Stumble Guys Action Figures by P.M.I. Trading & Enterprise Ltd
Teenage Mutant Ninja Turtles Pet to Ninja Deluxe Figures by Playmates Toys, Inc.
Transformers One Power Flip Optimus Prime (Orion Pax) by Hasbro, Inc.
COLLECTIBLE OF THE YEAR – Toys that compose a set and are designed to be collected in multiples; can include novelty playthings, miniature versions of existing lines, licensed collectibles, etc.
Deddy Bears Plush in Coffin by Innov8 Academy
Disney Lacers by Disney Consumer Products
Disney Lorcana Trading Card Game by Ravensburger North America, Inc.
Enchanted Elegance Collection – Ariel, Mulan, Rapunzel by Mattel, Inc.
LEGO Minifigures Dungeons & Dragons by LEGO Systems, Inc.
Pokémon Trainer Guess: Unova Edition by Ultra PRO
Pop! Yourself by Funko Inc.
Sticki Rolls Sticki Book by Sky Castle Toys
CONSTRUCTION TOY/PLAYSET OF THE YEAR – Toys that include building as the primary play pattern and/or playsets with pieces that are designed to work together to enact some action or event, including characters and role play.
Gecko Run: Marble Run by Thames & Kosmos, LLC
LEGO Ideas Dungeons & Dragons: Red Dragon’s Tale Set by LEGO Systems, Inc.
LEGO City Space Base and Rocket Launchpad by LEGO Systems, Inc.
Miraculous Paris Heroez Playset by Playmates Toys, Inc.
Park & Play Camper by The Radio Flyer Company
TECTI Kinetic Building System by Fun in Motion Toys
Teenage Mutant Ninja Turtles Classic Technodrome Playset by Playmates Toys, Inc.
CREATIVE TOY OF THE YEAR – Toys that allow kids to build and/or make items that are unique to them.
Clixo Tropical Birds Pack by Toyish Labs Inc.
HEY CLAY Fluffy Pets by TRENDFORMER LIMITED
Melissa & Doug Sticker WOW! by Spin Master Corporation
Mini Brands Create MasterChef by ZURU, Inc.
Mini Pottery Studio by Make It Real
Playper Curious Kingdom Castle Playset by Playper
STEM Explorers Pixel Suncatchers by Learning Resources Inc.
DOLL OF THE YEAR – Toys that include baby, toddler, and fashion dolls.
12” Rainbow Brite Doll by The Loyal Subjects
Be Loved Babies by IMC Toys US, Inc
Disney Junior Splash & Glow Ariel Doll by Just Play, LLC
Magic Mixies Pixie Supremes Magic Mirror by Moose Toys, LLC
Miraculous Hero Switch Ladybug by Playmates Toys, Inc.
My Friends & Me Baby Doll with Vitiligo by Miniland Educational Corp.
Yummiland by MGA Entertainment
EDUCATIONAL TOY OF THE YEAR – Recognizing that all toys have learning benefits, this category is meant for toys and games that go above and beyond and are designed specifically to meet an educational purpose such as helping a child develop a particular skill or teaching a child about a particular subject area (including but not limited to STEM).
Bionic Robotic Arm by Thames & Kosmos, LLC
DK Virtual Reality History! by Abacus Brands, Inc
HyperTiles by Fun in Motion Toys
LEGO Technic Planet Earth and Moon in Orbit by LEGO Systems, Inc.
National Geographic Epic Circuits Science Kit by Blue Marble
Story Time Backgammon by Story Time Learning
Tonies Audiobooks by Tonies USA
ZipString Luma by ZipString
GAME OF THE YEAR – 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.
Chronicles of Light: Darkness Falls (Disney Edition) by Ravensburger North America, Inc.
Flip 7 by The Op
Gnome Hollow by The Op
Hitster by Jumbo Group
Life in Reterra by Hasbro, Inc.
SNAP 2 IT by Elenco Electronics, LLC
UNO Show ’em No Mercy by Mattel, Inc.
GROWN-UP TOY OF THE YEAR – 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 mature humor.
Hot Wheels x Daniel Arsham Collection by Mattel, Inc.
Kanoodle Ultimate Champion by Educational Insights
LEGO Ideas JAWS by LEGO Systems, Inc.
LEGO Ideas Polaroid OneStep SX-70 Camera by LEGO Systems, Inc.
Oh My Pigeons! by Ravensburger North America, Inc.
The Gang by Thames & Kosmos, LLC
Trivial Pursuit Generations by Ageless Innovation
INFANT/TODDLER TOY OF THE YEAR – Toys that are developed for ages 0-3 (0-18 months infant/18 months-3 years toddler).
Bebé Fuerte Count & Groove Bouncy Barbell by TOMY
Discoverosity 3-in-1 Sensory Table by Skip Hop
Fisher-Price Laugh & Learn Ultimate Playhouse by Mattel, Inc.
Jelly Blox Stash ‘N Stack 2-in-1 Storage Case by Goliath North America
LEGO DUPLO 3in1 Space Shuttle Adventure by LEGO Systems, Inc.
Ms. Rachel Surprise Learning Box by Spin Master Corporation
Scan & Sort Grocery Cart with Lights and Sounds by The Radio Flyer Company
LICENSE OF THE YEAR – Character or property that has had success spreading its brand through the development and merchandising of products developed from the intellectual property.
Barbie 65th Anniversary by Mattel, Inc.
Bluey by BBC Studios
Ms. Rachel by Spin Master Corporation
Pokémon by The Pokémon Company International, Inc.
Polly Pocket 35th Anniversary by Mattel, Inc.
Squishmallows by Jazwares
Stitch by Disney Consumer Products
OUTDOOR TOY OF THE YEAR – Toys that are designed for outdoor play, including ride-ons, i.e. motorized vehicles, bicycles, scooters, wagons, bubbles, sports toys, role play etc.
Cornhole Shootout by ABetter Design Company
EastPoint Sports Premium Axe Throw Target Game by Buffalo Games Inc.
Flybar GLOW Bumper Car by Flybar Inc
Mega Cyborg Hydro Blaster by Thames & Kosmos, LLC
Miracle-Gro Kids’ Garden Tool Set by Red Tool Box Ltd.
PoppinColorz Hydra 2-in-1 Blaster by South Beach Bubbles
WonderWalks Exploration Game by Pennycake
PLUSH TOY OF THE YEAR – Toys that are made of fabric and stuffed with soft filling, including toys with interactive or electronic features.
Disney Shoulder Plush by Disney Consumer Products
Emotional Baggage by Solobo Toys
Fahlo Animal Tracking Plush by Fahlo
FurReal Peanut the Playful Monkey by Just Play, LLC
Hello Kitty Loves Cheer Bear 10” Collectible Care Bears Plush 2-Pack by Basic Fun!
Little Live Pets My Baby Monkey by Moose Toys, LLC
Ms. Rachel Speak & Sing Doll by Spin Master Corporation
PRESCHOOL TOY OF THE YEAR – Toys that are developed for ages 3-5.
BRIO World Dinosaur Deluxe Train Set by Ravensburger North America, Inc.
Color Wonder Magic Light Brush by Crayola, LLC
Fisher-Price Rockin’ Record Player by Mattel, Inc.
Imaginext Star Wars Darth Vader Bot by Mattel, Inc.
Magic Adventures Binoculars by LeapFrog
Little Tikes Story Dream Machine by MGA Entertainment
Melissa & Doug Sort, Stock, Select Wooden Vending Machine Play Set by Spin Master Corporation
Tile Town Bluey Heeler Home by Moose Toys, LLC
SPECIALTY TOY OF THE YEAR – 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. Voted on exclusively by specialty retailers through Astra.
Dynamic Pixel Piano by Hape
HEXEL by Plus-Plus USA
LEGO Gravity Drop by Klutz
Living Puppets Murray by Thin Air Brands, LLC
Pinball Machine Maker: Gumball Rally by Thames & Kosmos LLC
Professor Maxwell’s VR Atlas 2.0 by Abacus Brands, Inc
Snap Circuits Nite Lite by Elenco Electronics, LLC
TECH TOY OF THE YEAR – Toys created in any category that have a meaningful tech element involved, that is directly related to or extremely enhances the play pattern.
Bitzee Disney by Spin Master Corporation
Hatchimals Alive Mystery Hatch by Spin Master Corporation
Hero: Sound-Sensing Robot by Thames & Kosmos, LLC
Pictionary vs. AI by Mattel, Inc.
PLAi Poe The Ai Story Bear by Skyrocket Toys
RealFX Disney Stitch Puppet by WOW! Stuff
TapTap Arcade by FlyCatcher Inc.
VEHICLE OF THE YEAR – Toy cars, trucks, trains, and other vehicles in all scales, including R/C vehicles and ride-ons not exclusively for outdoor use.
Flat 2 Fast Card Racers by Luki Lab
Go! Go! Smart Wheels Checkered Flag Motorized Track Set by VTech Electronics North America, LLC
Kids Clean Car by Henry’s Toy Box Inc
LEGO Technic Mercedes-AMG F1 W14 E Performance by LEGO Systems, Inc.
Play-Doh Pizza Delivery Scooter Playset by Hasbro, Inc.
RoboRails: The Robot Monorail System by Thames & Kosmos, LLC
Sky Viper Type-R Performance Racing Drone by Skyrocket Toys
For more information about the TOTY Awards voting and selection process, visit ToyAwards.org.
The TOTY Awards gala is open exclusively to toy industry professionals. Tickets for the event will be available for purchase on December 2; all TOTY proceeds are donated to The Toy Foundation, which partners with generous toy companies throughout the year to bring brand-new toys to children who are sick, at-risk, in foster care, impoverished, or otherwise in need.
About The Toy Foundation™ www.toyfoundation.org
The Toy Foundation™ (TTF) is a 501 (c)(3) children’s charity and philanthropic arm of The Toy Association™. The uniting force for the collective philanthropy of the toy industry for the benefit of all children in need, TTF works with small, medium, and large companies to create a world where every child experiences the comfort, joy, and extraordinary physical, emotional, and educational benefits of play through three program areas — The Toy Bank, Play Grants, and Talent Pipeline Program. Thanks to the toy industry’s support, TTF has delivered play to more than 33 million children in need around the world.
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