The Toy of the Year awards kicked off New York Toy Fair on 28 February – with WOW Stuff walking away the big winner of the night, picking up the coveted Toy of the Year accolade for its RealFX Stitch Puppetronic.
The awards – held on Friday 28 February at Cipriani in New York City – saw almost 800 industry executives gather to celebrate the winners, as well as to see a number of industry icons inducted into the Toy Industry Hall of Fame.
The RealFX Disney Stitch Puppetronic from WOW Stuff – a cuddly animatronic puppet based on the popular alien character – earned the prestigious Toy of the Year award, in addition to taking home Tech Toy of the Year.
Transformers One, MasterChef, JAWS and Bluey – which scooped Licence of the Year – were also among the winners.
“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,” commented Pamela Mastrota, executive director of The Toy Foundation. “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.”
During the evening, toy industry trailblazers Maxine Clark, founder and former chief executive bear of Build-A-Bear Workshop; Sharon DiMinico, founder and chair of Learning Express Toys; and Professor Erno Rubik, inventor of the Rubik’s Cube, were inducted into the Toy Industry Hall of Fame.
The winners of the Toy of the Year 2025 Awards are:
- Action Figure of the Year: Transformers One Power Flip Optimus Prime (Orion Pax) (Hasbro)
- Collectable of the Year: Deddy Bears Plush in Coffin (Innov8 Academy)
- Construction Toy/Play-set of the Year: Gecko Run Marble Run (Thames & Kosmos)
- Creative Toy of the Year: Mini Brands Create MasterChef (ZURU)
- Doll of the Year: 12” Rainbow Brite Doll (The Loyal Subjects)
- Educational Toy of the Year: National Geographic Epic Circuits Science Kit (Blue Marble)
- Game of the Year: UNO Show ’em No Mercy (Mattel)
- Grown-Up Toy of the Year: LEGO Ideas JAWS (LEGO Systems)
- Infant/Toddler Toy of the Year: Scan & Sort Grocery Cart with Lights and Sounds (The Radio Flyer Company)
- Licence of the Year: Bluey (BBC Studios)
- Outdoor Toy of the Year: PoppinColorz Hydra 2-in-1 Blaster (South Beach Bubbles)
- Plush Toy of the Year: Emotional Baggage (Solobo Toys)
- Preschool Toy of the Year: Melissa & Doug Sort, Stock, Select Wooden Vending Machine Play-set (Spin Master)
- Specialty Toy of the Year: HEXEL (Plus-Plus USA)
- Tech Toy of the Year: RealFX Disney Stitch Puppetronic (WOW! Stuff)
- Vehicle of the Year: RoboRails: The Robot Monorail System (Thames & Kosmos)
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