It’s Totti’s time!
The Toy Foundation will host its 25th Annual Toy Awards (TOTY) fundraiser on February 28 and has just announced its star-studded finalists.
Often referred to as the “Oscars of the toy industry,” the TOTY Awards honor innovative toys, games and collectibles that impress consumers and professionals alike. From dolls hiding behind magic mirrors to sound-sensing robots, the 2025 TOTY Awards finalists represent dozens of toys that have revolutionized the industry with their creativity and invention.
This year’s TOTY finalists exemplify our industry’s talent for delivering joy, encouraging exploration and enhancing learning through the power of play. We’re proud to not only celebrate these innovative toys, but the charitable impact of fundraising for TOTY Awards celebrations will help support the physical and mental health of children in need around the world.
— Pam Mastrotta, executive director of the Toy Foundation.
The shortlist is divided into 16 toy categories, including vehicles, dolls, plush toys, collectibles and more. From now until January 10, gaming enthusiasts of all ages can vote online for their favorite toy in each category to determine the 2025 TOTY winners. The winner of this category, along with the coveted Toy of the Year award and Consumer Choice People’s Choice Award, will be announced live at the TOTY Awards in February.
The TOTY Awards Gala is an important fundraising event for the Toy Foundation’s year-round charitable work supporting children in need. All event proceeds will be donated to impactful causes such as the Children’s Hospital Play Grant Program, Diversity, Equity and Inclusion Initiatives and the Toy Bank. These programs ensure that underprivileged children from all communities enjoy the comfort and safety of toys.
The TOTY Awards Ceremony also kicked off the 2025 Toy Fair.
Keep scrolling to see the full list of 2025 TOTY finalists and visit ToyAwards.org to vote for your favorites. All finalists will receive a commemorative copy of the Toy Book, which will be in the mailbox later this month!
Toy Foundation 2025 Toy of the Year Awards Finalists
Action Figure of the Year
- DC Batman Multiverse (Batman: The Classic TV Series) Action Figure by McFarlane Toys
- “Godzilla x Kong” New Empire 13-inch Giant Figure produced by Playmates Toys
- LEGO DC Batman: Batman Assemblage Figure and Bat-Pod Bike (produced by LEGO Systems)
- JAKKS Pacific Sonic the Hedgehog 3 12-inch Ultimate Talking Sonic Figure
- Stumble Guys action figures from PMI Kids’ World
- Ninja Turtles Legends Pet to Ninja Deluxe Figure by Playmates Toys
- Hasbro Transformers One Power Flip Optimus Prime (Orion Pax)
annual collection
- Innov8 Academy Deddy Bears Plush Toy in the Coffin
- Disney shoelaces for Disney consumer products
- Disney Lorcana Trading Card Game by Ravensburger North America
- Magical Elegant Series – Ariel, Mulan, Rapunzel by Mattel
- LEGO Minifigures Dungeons & Dragons from LEGO Systems
- Pokémon trainers guess: Unova version of Ultra PRO
- Pop music! Funko yourself
- Sticki Rolls Sticki Book by Sky Castle Toys
Construction Toy/Toy Set of the Year
- Gecko Run: Marble Run by Thames & Kosmos
- LEGO Ideas Dungeons & Dragons: Red Dragon’s Tale set, designed by LEGO Systems,
- LEGO City Space Base and Rocket Launch Pad by LEGO Systems
- Amazing Paris Heroes Playset from Playmates Toys
- Park & Play Camper by The Radio Flyer Company
- TECTI Kinetic Building System from Fun in Motion Toys
- Teenage Mutant Ninja Turtles Classic Technodrome Playset from Playmates Toys
Creative Toy of the Year
- Clixo Tropical Bird Pack by Toyish Labs
- HEY CLAY fluffy pet by TRENDFORMER
- Melissa and Doug Stickers Wow! by spin master
- Mini Brand Creation ZURU’s MasterChef
- Make It Real’s Mini Pottery Studio
- Playper Curious Kingdom Castle Playset
- STEM Explorer Pixel Suncatchers Learning Resources
doll of the year
- The Loyal subject’s 12-inch rainbow Brite doll
- Babies loved by IMC Toys US
- Just Play Disney Junior Splash & Glow Ariel Doll
- Magic Mixies Pixie Supremes by Moose Toys
- Playmates Toys Miraculous Heroes Switch Ladybug
- My Friends & Me Vitiligo Doll by Miniland Educational Corp.
- Yummiland by MGA Entertainment
Educational Toy of the Year
- Thames & Kosmos bionic robotic arm
- DK virtual reality history! By Abacus Brand
- HyperTiles by Fun in Motion Toys
- LEGO Technic’s planet Earth and moon in orbit, built by LEGO Systems
- Blue Marble National Geographic Epic Circuits Science Kit
- Storytime Backgammon for Storytime Learning
- Tonys American audiobooks
- ZipString Luma via ZipString
best game of the year
- Chronicles of Light: Darkness Falls (Disney Version) Ravensburger North America
- Flip 7 by Op
- Gnome Hollow by The Op Games
- “Hitster” by Jumbo Group
- Reterra Life by Hasbro, Inc.
- SNAP 2 IT by Elenco Electronics
- UNO no mercy by Mattel
Adult Toy of the Year
- Hot Wheels x Mattel Daniel Arsham Collection
- Kanoodle Ultimate Champion (Educational Insights)
- LEGO Ideas JAWS by LEGO Systems
- LEGO Ideas LEGO System Polaroid OneStep SX-70 Camera
- Oh, my dove! ravnsborg north america inc.
- gangsters of thames and kosmos
- Ordinary pursuit of eternal innovation passed down from generation to generation
Baby and Toddler Toys of the Year
- TOMY’s Bebé Fuerte Count & Groove Flexible Barbell
- Discoverosity 3-in-1 Sensory Table by Skip Hop
- Mattel Fisher Ultimate Theater of Laughter and Learning
- Jelly Blox Stash ‘N Stack 2-in-1 Storage Box from Goliath North America
- LEGO Systems LEGO Duplo 3-in-1 Space Shuttle Adventure
- Spin Master’s Rachel Surprise Learning Box
- Scan and sort grocery carts with radio flyers with lights and sounds
License of the Year
- Mattel Barbie 65th Anniversary
- Bluey (BBC Americas)
- Ms. Rachel from Spin Master Corporation
- Pokémon by The Pokémon International Company
- Mattel Polly Pocket 35th Anniversary
- Squishmallows by Jazwares
- Stitch at Disney Consumer Products
outdoor toy of the year
- Bunker Shootout designed by ABetter Design Company
- EastPoint Sports Advanced Ax Throwing Target Game by Buffalo Games
- Flybar Luminous Bumper Car by Flybar
- Thames & Kosmos’ giant robot Hydro Blaster
- Miracle-Gro Kids Garden Tool Set by Red Tool Box
- PoppinColorz Hydra 2-in-1 Blaster by South Beach Bubbles
- Pennycake’s WonderWalks Discovery Game
Plush Toy of the Year
- Disney Shoulder Toy by Disney Consumer Products
- The Emotional Baggage of Solobo Toys
- Fahlo Animal Tracking Plush Toy by Fahlo
- FurReal Peanut, Naughty Monkey, by Just Play
- Hello Kitty Loves Cheer Bear 10-Inch Collectible Care Bear Plush Toy 2-Pack by Basic Fun!
- Little Live Pet My Little Monkey from Moose Toys
- Ms. Rachel Talking and Singing Doll by Spin Master
Preschool Toy of the Year
- BRIO World of Dinosaurs Deluxe Train Set from Ravensburger North America
- Crayola Color Miracle Magic Light Brush
- Mattel Fisher rock record player
- Mattel’s Imaginext Star Wars Darth Vader Droid
- LeapFrog Magic Adventure Binoculars by VTech Electronics North America
- MGA Entertainment’s “Little Tyke Story Dream Machine”
- Melissa & Doug Sort, In Stock, Select Wooden Vending Machine Playset by Spin Master Corporation
- Moose Toys Tile Town Bluey Heeler Home
Featured Toy of the Year
- Hape’s Dynamic Pixel Piano
- HEXEL by Plus-Plus USA
- Klutz’s LEGO gravity fall
- Maury the Living Puppet by Thin Air Brands
- Pinball Machine Manufacturer: Gumball Rally by Thames & Kosmos
- VR Atlas 2.0 by Professor Maxwell of Abacus Brands
- Snap Circuits Nite Lite by Elenco Electronics
Tech Toy of the Year
- Bitzee by Spin Master Disney
- Spin Master’s Hatchimals Alive Mysterious Hatch
- Heroes: Thames & Kosmos’ Sound Sensing Robot
- Mattel’s Pictionary and AI
- Ai Story Bear by PLAi Poe Skyrocket Toys
- RealFX Disney Stitched Puppets by WOW! Stuff
- TapTap Arcade by FlyCatcher
vehicle of the year
- Flat 2 Fast Card Racers by Luki Lab
- go! go! VTech Electronics North America’s Smart Wheel Checkered Flag Electric Track Set
- Henry’s Toy Box Kids Cleaning Cart
- LEGO Technic Mercedes-AMG F1 W14 E Performance launched by LEGO Systems
- Hasbro Play-Doh Pizza Delivery Scooter Toy Set
- RoboRails: robotic monorail system from Thames & Kosmos
- Sky Viper Type-R high-performance racing drone by SkyRocket Toys
