Toy and game companies are invited to submit their new products for the spring and summer season to be voted on by leading influencers with millions of social media followers and monthly views. The influencers’ top picks will be named to the official “Best of Spring & Summer 2025 Influencer Choice List,” presented by The Toy Association and powered by Clamour.
Kristin Morency Goldman, senior director of strategic communications at The Toy Association, said: “Many of today’s kids and parents are turning to creators on social media to discover the hottest new toys and games. This programme offers brands a unique opportunity to get their toys in front of the digital creators who truly influence purchasing decisions — and have a shot at being named to the Influencer Choice List!”
Top influencers from the Clamour network will be casting votes for their favourites among the submitted products. Participating influencers will be required to have a minimum monthly following of at least one million views on their main platform and a social reach of more than half a million followers. They will review each submitted product’s details (including photos and physical product, if available), before voting for their top picks. Voting will take place online. No employees or representatives of Clamour or The Toy Association will have any role in determining the selected products.
“Consumers rely on creators they trust to cut through the clutter. This initiative helps spotlight quality, creativity, and innovation in toys”
Victoria Fener, COO of Clamour said: “Consumers rely on creators they trust to cut through the clutter. This initiative helps spotlight quality, creativity, and innovation in toys — directly from the people who engage with families every day online.”
The cost to nominate a product is $249/£192 for Toy Association members and $299/£230 for non-members. There is a fee of $149/£108 for each additional product submitted by the same company. The “Best of Spring & Summer 2025 Influencer Choice List” will be unveiled in May and the deadline for submissions is Friday 11 April.
Clamour is a trusted influencer marketing resource for elite brands and the video influencer community. Since launching in 2016, it has innovated experiential marketing in the toy industry with its annual Clamour Summit, a three-day networking retreat for over 300 top-tier video influencers, industry thought leaders, and toy brands. Past toy sponsors include Spin Master, Mattel, Hasbro, ZURU, Nintendo, PlayMonster, Moose Toys, YULU, WowWee, MGA Entertainment, Bandai, Goliath Games, Jazwares, JAKKS Pacific, Beverly Hills Teddy Bear, Redwood Ventures, and Zing Toys.
