Toy of the Year Awards

February 16, 2018
New York City

No content found


Nominations for the 2018 Toy of the Year (TOTY) Awards will open August 1 and will close on September 20. A nomination committee comprised of play experts, journalists, academics, retailers, and other toy experts will determine the official TOTY finalists.

Voting for TOTY 2018 winners will open on November 3 and close on January 5, 2018 at 11:59 pm (Eastern). Winners will be kept confidential until they are announced at the awards ceremony.

Every product or property selected as a TOTY finalist must be represented by either the nominator or his/her designee during the awards presentation ceremony on February 16, 2018, in New York City.



Products or properties may be nominated by any individual authorized to submit the nomination on behalf of the product manufacturer, importer, or licensor. Toy Association membership is not a prerequisite for submitting a nomination. No single product will be allowed to be nominated in more than one category.


Market Availability

All TOTY 2018 nominated products must:

be available at retail in the United States on or before November 3, 2017;

have been introduced to the marketplace within the last two years. (NOTE: This can include a new version of an older product line, if the “new” product or reiteration has been introduced within the last two years.)


Intellectual Property Rights

The product manufacturer, private labeler, importer or licensor of every product submitted for consideration in the TOTY awards must own or have been granted permission to use all intellectual property rights. The submitted product must not infringe upon any other party and/or another party’s intellectual property rights.


Safety Reports

If a product is selected for the TOTY Awards ballot, the manufacturer, private labeler, or importer of record must agree to provide copies of all relevant safety test reports to The Toy Association for reference should any safety issues be called into question by regulatory or consumer groups during the fourth quarter holiday shopping season or beyond.


Award Criteria

Each product nomination must include a brief (50 word) product description AND a statement (up to 300 words) explaining to the nomination committee why the product is deserving of recognition on the TOTY Awards ballot. Consideration will be given to:

  • Creativity and Originality
  • Design and Quality
  • Excellence of Product
  • Marketing and Promotion
  • Sales and Marketplace Acceptance

Finalists Selection

Finalists will be selected by a nomination committee comprised of 25 industry experts. Members of the nomination committee represent a cross-section of:

Toy Specialists:

  • Academics; graduate students
  • Inventors (requires signed statement affirming no conflict)
  • Industry professionals

Journalists / Bloggers:

  • National consumer magazine toy editors
  • Trade magazine editors
  • "Mommy" bloggers

Retail buyers:

  • Mass
  • Specialty

Committee members will receive all the nominations submitted for review. Each committee member will rank the nominations on a scale of 1-5 on the following criteria:

  • Creativity and Originality
  • Design and Quality
  • Excellence of Product
  • Marketing and Promotion

Following the online evaluation, all committee members will meet for an in-person session to discuss and decide the TOTY finalists for each category. The selection of finalists will be based on both the data and personal statements provided in the nomination materials.

No single product can be a finalist in multiple TOTY award categories. If chosen as a finalist in more than one category, the responsible company will be asked to select which category finalist nomination it wishes to accept. For the category in which the nomination was declined, the next highest-ranking finalist will be selected so that each category ballot has seven finalists.

No company will be allowed to have more than 2 products in a single category.

Each product selected as a finalist will be featured on


No content found

No content found