Assistant Editors Taylor Battle taylor@toybook.com
Ashley Pelletier ashley@toybook.com
Pictured from top left: An assortment of TOTY-nominated toys and activities, including DK Virtual Reality History! (Abacus Brands), Sticki Rolls (Sky Castle Toys), Mini Pottery Studio (Make It Real), FurReal Peanut the Playful Monkey (Just Play), and Magic Mixies Pixie Supremes Magic Mirror Doll (Moose Toys).
RACING INTO AWARDS SEASON
A Packed Field Vies for a Spot on the Podium of Toy Greatness
by JAMES ZAHN, Editor-in-Chief
It’s awards season, and the race is on as toymakers, game developers, licensors, retailers, and others engaged in the business of play look forward to a time of recognition, competition, and, for some, the validation of creative vision.
For industry insiders, awards season isn’t just about trophies on shelves or bragging rights (though it might be!); it’s a chance to recognize and celebrate the innovation, craftsmanship, and creative risks that drive the market.
In many cases, securing a spot as a finalist is a win — a feather in the cap and a marketable accolade that proves the journey worthwhile. Meanwhile, some hold firm to an oft-quoted line from one of my favorite films and a daily source of inspiration in this office, Talladega Nights: The Ballad of Ricky Bobby...
“IF YOU AIN’T FIRST, YOU’RE LAST.”
Of course, that isn’t accurate in a literal sense. When we put it in the context of racing, it’s the top three that take their positions on the podium to savor the moment, knowing full well that every team is already back in the garage, tinkering, plotting, and building something new, all while eyeing victory in the next event.
DAYS OF THUNDER(OUS APPLAUSE)
In the toy industry, “awards season” now mirrors that of one of our greatest partners — the entertainment industry. The Critics’ Choice Awards, Golden Globes, Grammys, DGA Awards, PGA Awards, SAG Awards, BAFTA Awards, Independent Spirit Awards … I could go on. In the entertainment realm, there are dozens of awards shows between November and March, with none bigger than The Academy Awards.
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In the U.S., it’s long been touted that The Toy of the Year (TOTY) Awards are “the Oscars of the toy industry.” They celebrate creativity — not just for companies in the U.S., but for those worldwide — while serving as a key fundraiser for The Toy Foundation’s year-round mission to bring the joy of play to kids in need.
While the TOTYs and its annual gala
are hailed as our Oscars, they are part of an important awards ecosystem alongside ASTRA’s Play Awards, the Toy & Game Innovation Excellence Awards (TAGIEs), Spielwarenmesse’s ToyAwards, The Toy Book’s forthcoming Pulse of Play Awards, and several others as unique benchmarks for recognizing the applause-worthy superstars that strive — and drive — for excellence every day.
This unique, commemorative edition of The Toy Book, created in collaboration with The Toy Association and The Toy Foundation, is a time capsule honoring this year’s TOTY finalists. It encourages the industry and the general public to vote for their favorites while spotlighting the Foundation’s efforts. When the world plays, we all win!
James Zahn, best known as The Rock Father, is the Editor-in-Chief of The Toy Book and a Senior Editor of The Toy Insider and The Pop Insider. Frequently called upon for expert commentary on the toy industry, he has been featured in The New York Times and Forbes, and has appeared on Yahoo! Finance, CNBC, BBC, NBC, ABC, CBS, FOX, CNN, and more. Connect with him on LinkedIn or follow him on X and Instagram @therockfather.
The Hot Wheels x Daniel Arsham Collection is TOTY-nominated for Grown-Up Toy of the Year.
Source: Mattel
W14 E Performance set is in the running for Vehicle of the Year.
Source: The LEGO Group
CELEBRATING 25 YEARS OF PLAY, PURPOSE, AND PHILANTHROPY
It’s a Milestone Year for the Toy of the Year Awards
by
GREG AHEARN,
President & CEO, The Toy Association
Ask anyone what they think about a room full of adults battling it out over who has the coolest toy, and you might get a few raised eyebrows and a chuckle or two. However, in the toy industry, this scenario is just another day at the office, and when it comes to the Toy of the Year (TOTY) Awards, it’s no ordinary showdown. The TOTYs represent the highest honor in the toy industry, and winning this prestigious award symbolizes the best of the best in creativity and innovation — and, with it, the highest level of recognition in the toy business. As our industry gears up for this 25th annual event on February 28, 2025, at Cipriani 42nd Street in New York City, the excitement level is quickly rising. As the kick-off to Toy Fair, which runs from March 1 to 4 at the Javits Center, the TOTY Awards gala has long held a special place in the heart of the global toy industry.
The Toy Foundation’s (TTF) TOTY Awards honor not only the remarkable toys that have captivated children and
families over the past year but also the vision that drives our industry: creating a world where every child can experience the extraordinary benefits of play when they need it the most. As a fundraiser for TTF, the philanthropic arm of The Toy Association, the event embodies the spirit of giving back so that children in need can also enjoy the joy and learning that play brings.
FUNDING THE POWER OF PLAY
All funds raised for the event go directly to The Toy Foundation, which uses these contributions to support its programs that bring toys to children who
would otherwise not have access to play. Each ticket purchased, each toy nominated, each bid made at the silent auction, and each donation pledged contributes to The Toy Foundation’s mission. Through its work, the Foundation extends the benefits of play to children in underserved communities, disaster-stricken areas, and pediatric hospitals, making a lasting impact on the lives of kids worldwide. For attendees, this adds a profound sense of purpose to the event. By simply being there, each guest contributes to initiatives that make a real difference in the lives of children.
AN INCREDIBLE HONOR
Winning a TOTY Award is one of the highest achievements in the toy industry, and one of my favorite parts about the ceremony is the undeniable sense of community that fills the room, a rare quality in an industry known for its competitive spirit. At this awards night, toy professionals appreciate each other’s successes — perhaps because, in our world,
The 2023 TOTY Gala | Source: The Toy Book
success is a shared joy as we’re working toward a common goal to provide the best play experiences to kids.
The TOTY Awards honor nominees across a variety of categories that you’ll see throughout the pages of this magazine, recognizing excellence, innovation, and creativity that spans the full spectrum of the toy industry. Each nominee is a testament to the extraordinary talent and dedication behind every toy on store shelves. From the latest tech-driven gadgets to classic play patterns reimagined for modern audiences, the finalists represent the diversity and scope of toys that keep children engaged, learning, and, most importantly, having fun. This year’s nominees continue to push the envelope of what play can be, whether it’s encouraging STEAM learning, promoting physical activity, or providing imaginative experiences that spark wonder in young minds.
PAYING TRIBUTE TO LEGENDS
both the play community and children worldwide are honored for their lifelong contributions to our industry.
“Ask anyone what they think about a room full of adults battling it out over who has the coolest toy, and you might get a few raised eyebrows and a chuckle or two. However, in the toy industry, this scenario is just another day at the office, and when it comes to the Toy of the Year (TOTY) Awards, it’s no ordinary showdown.”
& inventor. From inventing the world’s most iconic puzzle to creating a first-ofits-kind interactive toy retail experience to taking specialty toy stores to unprecedented heights, each inductee represents remarkable creativity, business acumen, and a shared dedication to spreading the joy of play.
BE READY
FOR FEBRUARY
Another highlight of the TOTY Awards is the induction of industry legends into the Toy Industry Hall of Fame. Each year, a select group of individuals who have left an indelible impact on
We are proud to honor Maxine Clark, founder and former Chief Executive Bear of Build-A-Bear Workshop; Sharon DiMinico, Founder and Chair of Learning Express Toys & Gifts; and Professor Ernő Rubik, inventor of the Rubik’s Cube, at our upcoming ceremony. The Hall of Fame’s posthumous inductees include Edwin S. Lowe, founder of E.S. Lowe and Co.; Charles Pajeau, founder of the Toy Tinker Co. and inventor of Tinkertoy; Marty Scheman, CEO of Illco Toy and President of Tyco Preschool; and Izannah Walker, American dollmaker
Mark your calendars for February 28, 2025, and join us for an unforgettable evening dedicated to the magic of play and the difference it makes for children everywhere. Together, we’ll celebrate the incredible impact of toys, the visionaries behind them, and the boundless possibilities for the future. Here’s to 25 years of play, purpose, and progress and to the many more years of innovation and impact that lie ahead.
Greg Ahearn is the President and CEO of The Toy Association. He is responsible for driving engagement with manufacturers, retailers, and partners throughout the toy industry to ensure The Toy Association’s resources are invested into trade events, advocacy, and education that have the greatest impact.
The Toy Bank collected nearly 30,000 toys at the close of Toy Fair last year, each of which was delivered to mission partners to create smiles for thousands of children.
Source: The Toy Foundation
Jazwares’ Gerhard Runken and Jeremy Padawer accept the Collectible of the Year TOTY Award for Squishmallows at Ciprianis 42nd St. during last year’s gala.
Source: The Toy Book
Patients at Elizabeth Seton Children’s Center in Yonkers, NY, enjoy water play, along with other sensory activities to promote fun, skill development, and learning with customized convertible tabletops funded by The Toy Foundation.
Source: The Toy Association
PHILANTHROPY IN ACTION
The Toy Foundation Is Advancing Its Work to Make Major Impact
by PAMELA MASTROTA, Executive Director, The Toy Foundation
An understanding of the power of play and delivering its incredible joy, comfort, and physical, emotional, and educational benefits to children everywhere is at the heart of the toy industry. Transcending independent retailers to mid-size suppliers and global manufacturers, all types of companies seek to achieve more than their sales goals and “do good” by creating that unique happiness experienced by every child who receives a new toy.
To deliver the critical benefits of play to children of greatest need, The Toy Foundation (TTF) has advanced its key program areas over the last two years to see a major growth of impact in underserved communities, children’s hospitals, and higher education. An essential
component of this accomplishment is corporate sponsorship of industry events like the Toy of the Year (TOTY) Awards, where all proceeds support TTF’s initiatives serving kids and families in need.
In 2024, TTF’s Toy Bank has been extremely busy collecting and distributing an estimated $30 million in toys to nearly 2.5 million children in
need worldwide. Compared to the year prior, this is a 350% increase in the program’s impact. Improved logistics have equipped The Toy Bank to handle a routine cadence of six-figure to $1 million donations from companies including Jazwares, LEGO, Moose Toys, The Pokémon Company International, Radio Flyer, Restoration Games, and TeeTurtle, among others. As companies manage their inventory and trade show moveout, small- and medium-sized donations are also crucial, making up about 80% of the unique donations collected.
All product donations are delivered to children and families in need yearround through a vast network of local nonprofits, school systems, children’s hospitals, and broad-reaching NGOs. At
P.S. 48 in the Bronx, NY, third-grade students received a special delivery of slime, plus other home essentials and food. One boy, Axell, who is blind and partially deaf, loved the slime, which activated his sense of touch as he pulled and molded the compound while boosting his finemotor development at the same time.
WHEN DISASTER STRIKES
The increased consistency of the industry’s donations also allows TTF to reserve a portion to respond to emergency situations, including extreme weather events, quickly. This fall, The Toy Bank, through its partnership with World Vision, dispatched truckloads of essential supplies and toys to Southeast U.S. communities recovering from the effects of Hurricanes Helene and Milton. Products were distributed to 30,000 families, with World Vision CEO Edgar Sandoval sharing that “toys are really critical in the aftermath of a disaster to allow kids to decompress, play, and move forward from a psychological standpoint.”
CHILDREN’S HOSPITALS
The emotional and healing benefits of play transcend into children’s hospitals, where TTF has helped improve pediatric care for 500,000 children and families in the first four years of its Children’s Hospital Play Grants program. This impact would not have been possible without the support of our year-round program partners, Beacon Media Group, Mattel, and VTech Electronics.
Twenty children’s hospitals that serve under-resourced communities received funding in 2024 to create sensory toy stations, upgrade playroom areas, provide medical role-play toys, and more to better support children’s mental and behavioral health and promote healing. One grantee, Maimonides Health, is the sole children’s hospital in Brooklyn, NY, and treats many children going through mental health crises in the emergency department. Grant funding was used to create a unique therapeutic workbook with coloring activities, questions, and other prompts to help children work through their emotions and help the
Axell, third-grade student in the Bronx, NY who is blind and partially deaf, enjoys slime-time to activate his sense of touch. | Source: The Toy Foundation
Families affected by Hurricane Helene could pick up essential supplies and toys, including Squishmallows and Spider-Man action figures, provided through The Toy Bank. | Source: The Toy Foundation
medical team get to the core of their psychiatric issues. “Instead of just sitting and looking at white walls, these workbooks are a way for our patients to start processing and understanding their feelings by doing what they do best, which is play,” shared Alexis Ellis, manager of patient and family support at Maimonides Health.
FOSTERING THE TOY INDUSTRY TALENT OF TOMORROW
Donated funds also help support TTF’s Talent Pipeline Program, which aims to facilitate an inclusive workforce leading to a strong toy industry. In the program’s first three years, thanks to support from Bandai Namco and Jazwares, more than 250 university students of a variety of academic focuses
and personal backgrounds have participated in an extracurricular case study competition to develop unique product concepts under the guidance and advice of industry professionals, leading to eight internship and job opportunities. Several participating students will attend Toy Fair in March to meet with industry leaders, participate in educational sessions, and walk the exhibit floor at the Javits Center in New York City.
GROWING IMPACT
Our impact in 2024 and years prior has been significant. As more companies come together to deliver the power of play to children and families in need through TTF, the industry will grow its philanthropic impact and make a difference in millions of lives.
The TOTY Awards are an opportunity for companies of all sizes and sectors within the industry to pledge support at every level, from $2,500 to $50,000, to create a more significant combined impact. Additionally, the awards showcase companies’ own philanthropic commitment in front of 800 industry professionals expected to attend the ceremony, plus thousands more at Toy Fair and through online event promotions.
In addition to corporate commitments, the support of industry professionals is critical to advancing TTF’s work. A fun opportunity to get involved is by participating in the TOTY Awards auction, which will feature stand-out products, collectibles, and experiences. More details about the auction will be available in the coming months.
Three students from University of Maryland participated in The Toy Foundation’s Talent Pipeline Program and had the opportunity to engage with toy companies during Toy Fair New York last year. | Source: The Toy Foundation
Separate from the TOTY Awards, TTF develops uniquely designed yearlong partnership plans tailored to companies’ own philanthropic objectives and expands TTF’s work supporting children and families in need. To explore a partnership, contact Pam Mastrota at pmastrota@toyfoundation.org.
The TOTY Awards will take place Friday, Feb. 28, 2025, at Cipriani’s 42nd Street in New York City. Event information, including sponsorship opportunities and ticket sales, and more information about TTF is available at ToyFoundation.org.
Pamela Mastrota, Executive Director of The Toy Foundation, maintains and evaluates all aspects of operations, programs, administration, strategic partnerships, and fundraising/donor best practices in a manner that supports, strengthens, and advances the Foundation’s mission to serve as the unifying force for the collective philanthropy of the toy industry.
A patient in the emergency room at CHRISTUS Children’s in San Antonio, TX, feels more comfortable and calmer during this hectic time with arts and crafts funded by The Toy Foundation. Source: The Toy Foundation
THE 2025 TOY OF THE YEAR AWARDS
A How-to Guide for Casting Your Ballot
The race is on, and the clock is ticking as voting for the 2025 Toy of the Year Awards is officially open and underway!
A panel of judges, including toy and play experts, retailers, academics, and journalists, painstakingly evaluated hundreds of nominees to determine this year’s finalists in 16 traditional playfocused categories.
Considering each product’s creativity, design, overall quality, and play value, the panel then reviewed and ranked them in categories relevant to their areas of expertise. Finally, the judges participated in a roundtable discussion to determine the finalists in each category.
Toy and game enthusiasts of all ages, including Toy Association members, retailers, media, and consumers, can vote for their favorite toys, games, and top licenses through January 10, 2025, at toyawards.org.
sively by members of the American Specialty Toy Retailing Association (ASTRA). Industry players and watchers can also visit the homepage of toybook.com for an
How the Winners
Are Chosen
According to The Toy Foundation, product and property category winners are determined by three equally weighted ballots: Toy Association members, retailers, and the media.
The overall Toy of the Year Award winner will be selected by a panel of industry representatives who will consider multiple factors, including Toy of the Year votes, retail sales data through December 31, 2024, and media buzz spanning traditional, online, and social platforms.
The winners, including the People’s Choice Award (based on consumer votes) and the overall Toy of the Year Award, will be revealed during a gala on February 28, 2025, at Cipriani 42nd Street in New York City on the eve of Toy Fair.
TOY OF THE YEAR AWARDS
One change this year is that finalists in the Specialty Toy of the Year category will be voted on exclu-
As you flip through this special edition of The Toy Book, look for QR codes in the upper left corner of each ballot page that make voting easy. Simply scan the code on each page with your mobile device to open the category voting page in your browser.
Images, clockwise from top left: Batman (McFarlane Toys), Yummiland (MGA Entertainment), Stumble Guys (PMI Kids’ World), Tile Town (Moose Toys), Tecti (Fun in Motion Toys)
Scan here to vote for Action Figure of the Year!
OF THE YEAR
ACTION FIGURE
SONIC THE HEDGEHOG 3 ULTIMATE TALKING SONIC JAKKS PACIFIC
GODZILLA X KONG: THE NEW EMPIRE 13-INCH MEGA FIGURES PLAYMATES TOYS
STUMBLE GUYS ACTION FIGURES PMI KIDS’ WORLD
TALES OF THE TEENAGE MUTANT NINJA TURTLES — MUTATIONS PET TO NINJA DELUXE FIGURES PLAYMATES TOYS
DC MULTIVERSE BATMAN (BATMAN: CLASSIC TV SERIES) 7-INCH ACTION FIGURE MCFARLANE TOYS
LEGO DC BATMAN: BATMAN CONSTRUCTION FIGURE AND THE BAT-POD BIKE LEGO SYSTEMS
TRANSFORMERS ONE POWER FLIP OPTIMUS PRIME (ORION PAX) HASBRO
Scan here to vote for Collectible of the Year!
DISNEY LACERS DISNEY CONSUMER PRODUCTS IN COFFIN INNOV8 ACADEMY
DISNEY LORCANA TRADING CARD GAME RAVENSBURGER NORTH AMERICA
or the past 40 years, the Toy Industry Hall of Fame has honored outstanding individuals who have left their mark on the business of play. Each year, members of the industry nominate a host of extraordinary people, including toy and game inventors, retailers, executives, and entertainment creators, for potential induction. The class of 2025 includes a pair of retail legends and the creator of an iconic puzzle alongside a quartet of posthumous inductees.
THE HOUSEHOLD NAME BEHIND A LEGENDARY PUZZLE
PROFESSOR ERNŐ RUBIK
INVENTOR, RUBIK’S CUBE
When you think of iconic toys and games, few come immediately to mind as the Rubik’s Cube does. The puzzle’s colorful design is both simple and complex, and it lends itself to a multitude of possibilities that transcend the toy department and have propelled Rubik’s to become a truly global lifestyle brand.
Created by Professor Ernő Rubik in 1974, the original Rubik’s Cube became a craze in the 1980s, cementing itself as part of the cultural lexicon as millions of players became Cubers. “The Rubik’s Cube is a piece of art. It comes to life when we attempt to discover our own solutions to the vast complexity of the challenge,” Rubik says. “It speaks to the universal values in human nature: curiosity, perseverance, and ingenuity.” — From The Toy Book, Vol. 40, No. 1, February, 2024
Professor Ernő Rubik with an assortment of his products in the early years. | Source: Spin Master
THE “RETAIL-TAINMENT” PIONEER
MAXINE CLARK
FOUNDER
&
FORMER
CEO, BUILD-A-BEAR WORKSHOP
Maxine Clark transformed the toy and retail industries by creating the “retail-tainment” concept more than 25 years ago. Now a global brand, Build-A-Bear has sold more than 200 million “furry friends” and generated more than $5 billion in revenue. Inspired by her own teddy bear, Clark aimed to forge emotional connections between kids and their stuffed animals. Build-A-Bear’s interactive process, where customers choose, stuff, dress, and name their plush toys, creates a unique experience capped by the “heart ceremony.”
Clark also expanded the brand through partnerships, licensed products, and charity. The Build-A-Bear Foundation has donated more than $18 million, while Clark’s reach continues with the Clark-Fox Family Foundation, where she serves as CEO.
Source: Build-A-Bear Workshop
“When you look at the legacies these three toy giants have created, from sparking a global puzzle craze to unlocking a child’s imagination by making their very own teddy bear and empowering neighborhood toy store owners, Maxine Clark, Sharon DiMinico, and Ernő Rubik have forever transformed our industry through their shared vision and passion for toys, innovation, and the joy of learning.”
— Greg Ahearn, President & CEO
of The Toy Association
THE CHAMPION OF THE NEIGHBORHOOD TOY STORE
Source: Learning Express
SSHARON DIMINICO
FOUNDER & CHAIR, LEARNING EXPRESS TOYS & GIFTS
haron DiMinico has dedicated her career to building a network of neighborhood toy stores across the U.S. What began in 1987 as a school fundraiser grew into a leading specialty toy store franchise with more than 90 locations.
DiMinico has helped many achieve small business ownership while bringing joy to kids and families. Her innovations include the Easter Bunny Buffet Marketing Program, a Children’s Birthday Box gift registry, exclusive products, early access to trends like the Rainbow Loom, and the Skill Builders program, promoting screen-free play. In the 2000s, she established a franchise council to support and improve stores.
Learning Express partners with Toys for Tots and other philanthropic organizations to give back to the communities that it serves, donating toys and games to kids in need.
DID YOU KNOW?
THE TOY HALLS OF FAME THE STRONG NATIONAL MUSEUM OF PLAY, ROCHESTER, NEW YORK
The cutting-edge Toy Halls of Fame exhibit pairs The Strong’s National Toy Hall of Fame with displays showcasing the legendary men and women honored by The Toy Association’s Toy Industry Hall of Fame. A 10-foot kiosk features touchscreen monitors with detailed biographical information about each inductee. The Toy Industry Hall of Fame includes nearly 100 luminaries across manufacturing, retail, licensing, entertainment, and more. Notable inductees include the founders of Mattel, Hasbro, Lionel, and Toys “R” Us, alongside entertainment icons like Walt Disney, Stan Lee, Jim Henson, and others.
THE POSTHUMOUS LEGENDS
IZANNAH WALKER (1817–1888)
AMERICAN DOLLMAKER & INVENTOR
CHARLES PAJEAU (1875-1952)
FOUNDER, TOY TINKER CO., INVENTOR TINKERTOY
EDWIN S. LOWE (1910-1986)
FOUNDER, E.S. LOWE & CO., MARKETER, YAHTZEE
MARTY SCHEMAN (1932-2007)
CEO, ILLCO TOY CO., PRESIDENT, TYCO PRESCHOOL
Photo sources: U.S. Patent & Trademark Office, Google Patents, Winning Moves Games
The Toy Halls of Fame exhibit at The Strong National Museum of Play Source: The Strong, Rochester, New York
Source: The Strong, Rochester, New York
The Strong’s National Toy Hall of Fame Inducts New Members A TRIO OF ICONS
It was a valiant battle, and in the end, three stand above the rest. On November 12, 2024, The Strong’s National Toy Hall of Fame inducted My Little Pony (1982), Phase 10 (1982), and Transformers (1984).
generations following its reintroduction in 2003 and the debut of My Little Pony: Friendship is Magic in 2010.
These iconic toy and game brands faced off against a field of a dozen finalists, including the Hess Toy Truck, Pokémon Trading Card Game, Apples to Apples, Choose Your Own Adventure books, Sequence, R/C vehicles, the stick horse, trampoline, and balloons.
Creator Ken Johnson’s rummy-style card game, Phase 10, challenges players to complete 10 phrases in sequential order before any opponents. More than 40 years after its debut, it remains one of the world’s bestselling card games.
Hasbro’s My Little Pony first took off in the 1980s and found success with new
“These are three very deserving toys that showcase the wide range of how people play.
But for My Little Pony, in particular, this year is extra validating. The beloved toy was a finalist seven times before finally crossing the finish line!”
— Christopher Bensch, Vice President for Collections & Chief Curator
“The My Little Pony line has endured for decades because it combines several traditional forms of doll play with children’s fascination with horses,” says
Michelle Parnett-Dwyer, Curator of Dolls and Toys, The Strong. “The variety of figures promotes collecting as a pastime, too. The continued popularity of the line proves that this brand — pardon the pun — has legs.”
Transformers joins the hall amid its 40th anniversary celebration.
“Transformers enjoys such popularity, in part, because Hasbro has used tried-and-true marketing methods — the multimedia venues for toy-related shows, books, and movies; related consumer products; and new variations and characters regularly added to the line — to keep the toy in front of American kids,” says Christopher Bensch, Vice President for Collections & Chief Curator, The Strong. “But the toys are also popular because they are so suited to the ways kids play. The toy line feeds kids’ imaginations and fantasy play.”
HONORING EXCELLENCE
Women in Toys, Licensing & Entertainment Toasts Its Members in Award Season and Beyond!
by JULIE GWALTNEY, Vice President of Toys, TOMY International
Awards season in the toy industry is a time to celebrate excellence in product, design, invention, marketing, and sales. It also presents an opportunity to give back to our communities and inspire the next generation of leaders. One thing I love about my work with Women in Toys, Licensing & Entertainment (WiT) is the opportunity to celebrate excellence in women beyond awards season and throughout the year.
An important way that WiT champions success is through the Ruth Handler Mentorship Program. Working with a mentor can have a huge impact on women and assist them in achieving their highest professional goals. It helps mentees build skill sets, enhance leadership abilities, and provides an opportunity to applaud successes with trusted sponsors. From experience, I can say that mentors can learn a lot from their mentees as well! It’s a growth opportunity for everyone.
As a Co-Chair of WiT’s Chicago chapter, I love toasting achievements with my local WiT members. Through our local events, we bring women and our community together to network, discover new opportunities, build lasting relationships, and lift each other up throughout the year.
WONDER WOMEN EVERYWHERE
One of my favorite ways WiT celebrates excellence among women is through the Wonder Women Awards. During the LA Fall Toy Previews, we gathered in Hollywood at the historic Beverly Hilton to honor our industry’s
amazing entrepreneurs, thought leaders, and changemakers. This gala celebrated excellence while fostering connections and opportunities that last well beyond the one evening. It was also a night to reflect and inspire.
There were so many unforgettable moments during the event, including reconnecting with mentees from our mentorship program, connecting with colleagues in person that I hadn’t seen in some time, and celebrating achievements
via the awards themselves. It was great watching teams gather to support and cheer on their members while learning new things about colleagues and fellow manufacturers. Of course, a highlight of the gala was celebrating and honoring Kitty Black Perkins, the designer of the first Black Barbie at Mattel.
But there was one additional moment of the evening that really stood out: the
moment we announced the WiT Scholarship winners and they took the stage. This diverse group of strong and intelligent young women represents the future of our industry and may be the source of nominees and winners to be honored at future Wonder Women Awards.
Yes, we were celebrating their excellence in academic and philanthropic accomplishments to date, but more than that, we were all imagining what they can — and will — accomplish in the future! As a WiT Board Member and a reviewer of the scholarship applicants, I’m proud to be part of an organization that celebrates its current members and supports the next generation.
So, as we continue to participate in awards season celebrations honoring excellence in our industry, take a moment to reflect not only on the achievements but also on the pride we should all feel being a part of an industry that not only celebrates excellence but also gives back to our communities in a way that sets the stage for a bright future.
Julie Gwaltney serves as TOMY International’s Vice President of Toys, overseeing the brand management, marketing communications, and digital commerce teams. With more than 20 years of consumer products experience, she has spent most of her career in juvenile products and toys and has a passion for innovation, storytelling, and product development. Gwaltney is a board member of Women in Toys, Licensing & Entertainment (WiT), and serves on its executive board and as Co-Chair of the Chicago Chapter. She also serves as a Trustee on the Toy Foundation Board.
Kathi Vidal (left), Under Secretary of Commerce for Intellectual Property & Director of the USPTO with this year’s WiT Foundation Scholarship recipients | Source: WiT
The Toy of the Year (TOTY) awards are hailed as the toy industry’s Oscars. The ceremony is a must-see, whether you win, lose, or attend just to have a legit excuse to get dressed up. In honor of this year’s awards, check how many winning answers you can score on our latest quiz.
1. WHICH OF THE FOLLOWING CONSIDERATIONS ARE NOT A PRIORITY FOR TOTY NOMINATIONS?
A. CREATIVITY AND ORIGINALITY
B. DESIGN
C. PRICE
D. QUALITY
E. PLAY VALUE
2. THREE EQUALLY WEIGHTED BALLOTS DETERMINE THE WINNERS OF THE TOTY PRODUCT CATEGORIES. WHO ARE THE THREE VOTING BLOCS?
3. CONVERSELY, THE TOTY PEOPLE’S CHOICE CATEGORY IS A ONE-OFF. WHICH GROUP VOTES FOR THE WINNER IN THIS CATEGORY?
6. WHICH TOTY-WINNING BRAND HAD FIVE OF THE TOP 10 TOY INDUSTRY ITEMS (BY DOLLARS) BETWEEN JANUARY AND JUNE 2024?
Source: stock.adobe.com
4. THE FOLLOWING PRODUCTS ALL WON TOTY AWARDS. PUT THEM IN CHRONOLOGICAL ORDER.
A. ZHU ZHU PETS
B. RAINBOW LOOM
C. BRATZ
D. LEAPPAD
7. 2024 IS A BUSY YEAR FOR 50TH ANNIVERSARIES. WHICH OF THESE BRANDS IS NOT CELEBRATING A HALF-CENTURY MILESTONE?
A. HELLO KITTY
B. PLAYMOBIL
C. RUBIK’S CUBE
D. THE VERY HUNGRY CATERPILLAR
E. LEGO FRIENDS
5. FISHER-PRICE IS NO STRANGER TO THE TOTY AWARDS. RECENTLY, THE BRAND COLLABORATED WITH A LEGENDARY SINGER, PIANIST, AND DAD ON HIS GRAMMY-NOMINATED NEW KIDS’ ALBUM. WHO IS THE SONGSTER?
E. STRETCH ARMSTRONG
F. PEANUTS
8. WHICH IS THE ONLY TOTY AWARD CATEGORY TO CONSIDER SALES AND MEDIA BUZZ IN ITS SELECTION?
Jazwares’ Squishmallows
D. The Very Hungry Caterpillar is turning 55. 8. Overall Toy of the Year
