TOTY 2021: Nominations Due September 2

August 5, 2020 | Toy professionals are reminded to submit their nominations for The Toy Association’s 2021 Toy of the Year (TOTY) Awards by Wednesday, September 2 at midnight (Eastern).

With last year’s TOTY nominations drawing more than 630 product submissions from 200+ companies that ranged from start-ups to long-time toy manufacturers, the prestige of the TOTY Awards continues to grow. Not only an opportunity to be recognized by industry peers, retailers, toy experts, and others for their products’ creativity, quality, play value, and more, the TOTY Awards also affords nominees opportunities to have their products spotlighted as the “must-have toys” for the holiday season.

Last year’s TOTY promotional efforts resulted in nearly 20 broadcast TV segments across major markets, including Dallas, Chicago, Los Angeles, San Francisco, and others. Top toy and game content creators, including Mommy’s World, Pixel Dan, Gabe and Garrett, and more, helped kick off the celebration by unveiling the finalists across the 16 TOTY categories, which generated 52.8 million online and social media impressions. The finalists were also featured leading up to the awards gala, and throughout the holiday season, on ToyAwards.org.

“We’ve seen how consumers appetite for toys has continued to grow amid the pandemic, as families turn to the playful products of our members for comfort, escape, as well as educational value,” said Ken Seiter, executive vice president of marketing communications at The Toy Association. “Those chosen as TOTY finalists are uniquely positioned to put their products front-and-center for consumers as they narrow down their wish lists for the holiday season and beyond.”

Toy companies, inventors, and other industry representatives may submit their products and properties for consideration via the nomination form on TOTYAwards.org by September 2. Finalists will be revealed the week of October 26. Voting will then open to retailers, media, and Toy Association members through January 5, 2021. Consumers will also be able to vote on ToyAwards.org. Last year’s TOTY Awards received more than 146,000 consumer votes.

One winner for each category, as well as the “People’s Choice” award (based solely on consumer votes) and the prestigious overall “Toy of the Year” winner (chosen by a panel of experts), will be announced during the 2021 TOTY Awards ceremony. The celebration honors the most outstanding new toy products to hit the marketplace and industry icons being inducted into the Toy Industry Hall of Fame. The program also supports the philanthropic work of The Toy Foundation, which delivers new toys to children in underserved communities.

For more information on the nomination and selection process, visit the TOTY website or email toty@toyassociation.org.