Toy Book, the leading trade publication serving the North American toy industry since 1984, has officially announced the winners of the inaugural Pulse of Play Awards.
Coinciding with the Toy Book’s 40th anniversary celebration, the Pulse of Games Awards recognize individuals, companies and events that shape the pulse of the toy industry and drive the pulse of the toy, licensing, entertainment and overall gaming businesses.
The toy industry is a dynamic place driven by some of the most creative people on the planet, and this creativity transcends the toy sector as it shapes experiences and other consumer products while intersecting with neighboring industries. Our inaugural Game Pulse Awards celebrate hard work and the constant pursuit of excellence. We congratulate all of this year’s winners and look forward to honoring them in The Big Toy Book, which will debut at the New York Toy Fair on March 1.
— James Zahn, editor-in-chief of The Toy Book and director of the Game Pulse Awards
“The toy industry is a dynamic place driven by some of the most creative people on the planet, and this creativity transcends the toy sector as it shapes experiences and other consumer products while intersecting with neighboring industries. Our inaugural event” The Game Pulse Awards recognize hard work and the continuous pursuit of excellence. “We congratulate all of this year’s winners and look forward to big toy bookwill debut at the New York Toy Fair on March 1.
2025 Pulse of Play Award Winners
game provider
- Best Show of the Year: Moose Toys x MINISO: XOX Kweenie
- Best representative group of the year: around toys
- Best Dealer of the Year: ACD allocation
- Retailer of the Year (VW, VW Specialty): Amazon
- Retailer of the Year (Independent, Professional and Hobby): FAO black
Marketing guru
- Product Releases of the Year: Disney Stitch Puppetronic by RealFX (Wow! Something)
- Cultural Moments of the Year: Fisher-Price x John Legend: The Music Begins Here (Mattel)
- Viral hits of the year: MGA’s Miniverse (MGA Entertainment)
- Annual Influencer Activation: Hatchimals Alive Mystery Hatch x Jason Kelce (Spin Master)
- The Cinematic Art of Selling Fun: Advertisement of the Year: MAGNA-TILES “Build” (MAGNA-TILES)
- Annual cross-border cooperation: Squishmallows x Harry Potter (Jazwares x Warner Bros. Explore Global Consumer Products)
- Annual Exit Permit Scheme: Transformers (Hasbro)
- Entertainment Driven Property/Project of the Year: Despicable Me Series (Universal Products and Experiences)
creators and innovators
- Toy Inventor of the Year: Soppycid for Soppycid reusable water balloons (Dongguan Saien Innovation Technology Co., Ltd.)
- Game Inventor of the Year: The Op Games Team + Flip 7 by Eric Olsen (The Op Games)
- Best Digital Studio/Team of the Year: 10:10 Games x Funko for Funko Fusion
international toy book
- Retailer of the Year: Smith Toy Supermarket
- Best Location Experience (LBE) of the Year: Bluey x CAMP (CAMP, BBC Studios, Ludo Studio)
- Manufacturer of the Year: playmate toys
Overall Game Pulse Award
The awards recognize outstanding achievements in all categories of the gaming industry, including retail, manufacturing, design, sales and more.
Last fall, nominees were submitted by authorized representatives and independent industry panelists. The 101 finalists were announced on December 18, 2024, with this year’s winners voted on by industry panels and Adventure Media & Events team members.
Volume 41 of “The Toy Book” will be published starting on March 1, 2025. This year’s edition is big toy book First appearance at New York Toy Fair. The Toy Book and its sister publications Toy Insider and Pop Insider can be found March 1-4 at the Javits Center, Booth 3327.
Plans are already underway for the second annual Game Pulse Awards. The nomination period for the 2026 program will open this summer. Please visit pulseofplayawards.com for more information.
