The 2025 Toy of the Year (TOTY) Award finalists have been announced today by The Toy Foundation (TTF). From a doll hidden behind a magic mirror to a sound-sensing robot, to dozens of toys that innovate beloved play patterns, they represent the most sought-out toys for the US festive season.
Known as the “Oscars of the toy industry,” the TOTY Awards celebrate the creativity of the global toy community and serve as a key fundraiser for TTF’s year-round philanthropic work supporting children in need.
Between now and 10 January 2025, play-lovers of all ages can visit ToyAwards.org to vote for their favourite playthings in each of the 16 categories, browse toys, and make shopping lists for the holidays.
Pam Mastrota, executive director of The Toy Foundation, said: “This year’s TOTY finalists exemplify our industry’s talent for delivering joy, encouraging exploration, and enhancing learning through the power of play. 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!”
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 28 February 2025. The celebration kicks off New York Toy Fair 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. Then there’s the Toy Bank programme 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.
The full list of finalists is here
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