With just a few days left before the fair, the first 18 nominees for the Spielwarenmesse 2025 Toyaward have been announced.
This prestigious award recognizes creative product ideas, outstanding production values and innovations with great potential for success.
This year, 284 exhibitors submitted 629 new products for consideration. An expert jury evaluated entries based on originality, entertainment, clarity of product concept and potential for retail success. The jury then narrowed the nominees into categories: Babies and Infants, Preschoolers, School-Ageers, Teens and Adults, Startups and Sustainability.
Here are the 2025 nominees:
Infants and infants (0-3 years old)
- Fisher-Price Snuggly Capybara – Mattel (Hall 12.2/p-15)
- Flex-Inn (Hall 3/E-69)
- Geomag Magicube Blocks Stacking Safari – Geomagworld (Hall 4/E-17)
Preschool (3-6 years)
- 3 Shape Memo – Buitenspeel BV/BS Toys (Hall 3A/F-20)
- Creative Play 3in1 – Kitchen, Shop and Workshop – HABA (HALL 3/E-18)
- Ben’s Eco Takamaran from Green Planet Explorers – Hape International (Hall 3A/E-19, G-26)
Elementary school students (6-10 years old)
- Cooper The STEM Robot – Learning Resources (Hall 5/B-06, C-05)
- RC Football Set – Bundesliga – Carrera Toys (Hall 12.2/p-13)
- Keep the Apple Balanced Tree Game – Quercetti & C. (Hall 5/b-32)
Teens and Adults (10+ years)
- Lunar Acrylic Jigsaw Puzzle – ABFUN (Hall 4/F-30)
- Pretty pink bouquet – The LEGO Group (Hall 12.2/p-01)
- Spin Ball Spinner – Click Europe (Hall 4/B-89)
start up
- Qubitunes – Qubs (Hall 3A/H-32)
- Stak – Storytelling (10.0/Hall E-14)
- Stickflip – Flip, Catch, Upgrade – Imagine Playhome (Hall 3A/D-06)
sustainability
- Rising Luxury Light Ecology 360 – ID Development (Globber) (Hall 7A/B-51, C-52)
- Playmobil Junior & Disney: Castle-HorstBrandstätterGroup by Cinderella (Hall 12.2/p-07)
- Wave Stacker – Plan Creation/Plantoys (3C/Hall B-19)
View the nominees at the Spielwarenmesse in Hall 3A. The Toyaward winner will be announced at 10:30 a.m. on January 29 at the adjacent Toy Business Forum.
Spielwarenmesse, the world’s largest toy fair, is held every year in Nuremberg, Germany. This year, it will be held from January 28 to February 1. Members of the Toy Books team, including Vice President and Group Publisher Jackie Breyer, Editor-in-Chief James Zahn, and Executive Director of Sales and Marketing James “JD” Devin, will be in attendance.
For more information about Spielwarenmesse and Toyawatd, please visit spielwarenmesse-eg.de/en and toyaward.de.
