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The Toy Foundation Announces 2025 Toy of the Year (TOTY) Award Finalists
Over 100 toys and games to top holiday wish lists.
7 Min Read
2025 Toy of the Year Award FinalistsThe Toy Foundation
The 2025 Toy of the Year (TOTY) Award finalists, announced by The Toy Foundation (TTF), represent the most sought-after toys for the holiday season.
Between now and Jan. 10, play-lovers of all ages can visit ToyAwards.org to vote for their favorite playthings in each of the 16 categories, browse toys and make holiday shopping lists.
Winners in each category, as well as the coveted overall Toy of the Year winner and the People’s Choice winner (based solely on consumer votes), will be announced at the TOTY Awards gala on Feb. 28.
All event proceeds (including TOTY nomination fees) benefit TTF’s initiatives.
“This year’s TOTY finalists exemplify our industry’s talent for delivering joy, encouraging exploration and enhancing learning through the power of play,” says Pam Mastrota, executive director, The Toy Foundation. “We are proud to not only celebrate these innovative playthings but also the philanthropic impact fundraising for the TOTY Awards celebration will have in supporting the physical and emotional well-being of children in need around the world. We invite everyone to have a say in the next TOTY winners and cast their votes.”
2025 TOTY FINALISTS
ACTION FIGURE OF THE YEAR
Toys representing a person or fictional character are intended for active, imaginative and narrative-based play.
DC Multiverse Batman (Batman: Classic TV Series) Action Figure by McFarlane Toys
Godzilla x Kong 13-inch Mega Figures by Playmates
LEGO DC Batman: Batman Construction Figure and the Bat-Pod Bike by LEGO
Sonic the Hedgehog 3 12-inch Ultimate Talking Sonic Figure by JAKKS Pacific
Stumble Guys Action Figures by P.M.I. Trading & Enterprise
Teenage Mutant Ninja Turtles Pet to Ninja Deluxe Figures by Playmates
Transformers One Power Flip Optimus Prime (Orion Pax) by Hasbro
COLLECTIBLE OF THE YEAR
Toys that compose a set and are designed to be collected in multiples; can include novelty playthings, miniature versions of existing lines, licensed collectibles, etc.
Deddy Bears Plush in Coffin by Innov8 Academy
Disney Lacers by Disney Consumer Products
Disney Lorcana Trading Card Game by Ravensburger North America
Enchanted Elegance Collection: Ariel, Mulan, Rapunzel by Mattel
LEGO Minifigures Dungeons & Dragons by LEGO Systems
Pokémon Trainer Guess: Unova Edition by Ultra PRO
Pop! Yourself by Funko
Sticki Rolls Sticki Book by Sky Castle Toys
CONSTRUCTION TOY/PLAYSET OF THE YEAR
Toys that include building as the primary play pattern and/or playsets with pieces designed to work together to enact some action or event, including characters and role-play.
Gecko Run: Marble Run by Thames & Kosmos
LEGO Ideas Dungeons & Dragons: Red Dragon’s Tale Set by LEGO Systems
LEGO City Space Base and Rocket Launchpad by LEGO Systems
Miraculous Paris Heroez Playset by Playmates Toys
Park & Play Camper by The Radio Flyer Company
TECTI Kinetic Building System by Fun in Motion Toys
Teenage Mutant Ninja Turtles Classic Technodrome Playset by Playmates Toys
CREATIVE TOY OF THE YEAR
Toys that allow kids to build and/or make items that are unique to them.
Clixo Tropical Birds Pack by Toyish Labs
HEY CLAY Fluffy Pets by TRENDFORMER LIMITED
Melissa & Doug Sticker WOW! by Spin Master
Mini Brands Create MasterChef by ZURU
Mini Pottery Studio by Make It Real
Playper Curious Kingdom Castle Playset by Playper
STEM Explorers Pixel Suncatchers by Learning Resources
DOLL OF THE YEAR
Toys that include baby, toddler and fashion dolls.
12-inch Rainbow Brite Doll by The Loyal Subjects
Be Loved Babies by IMC Toys
Disney Junior Splash & Glow Ariel Doll by Just Play
Magic Mixies Pixie Supremes Magic Mirror by Moose Toys
Miraculous Hero Switch Ladybug by Playmates Toys.
My Friends & Me Baby Doll with Vitiligo by Miniland Educational
Yummiland by MGA Entertainment
EDUCATIONAL TOY OF THE YEAR
Recognizing that all toys have learning benefits, this category is meant for toys and games that go above and beyond and are designed specifically to meet an educational purpose, such as helping a child develop a particular skill or teaching a child about a particular subject area (including but not limited to STEM).
Bionic Robotic Arm by Thames & Kosmos
DK Virtual Reality History! by Abacus Brands
HyperTiles by Fun in Motion Toys
LEGO Technic Planet Earth and Moon in Orbit by LEGO Systems
National Geographic Epic Circuits Science Kit by Blue Marble
Story Time Backgammon by Story Time Learning
tonies Audiobooks by Tonies USA
ZipString Luma by ZipString
GAME OF THE YEAR
For families and children’s (ages 0-14) games, including board, card, electronic or other physical game formats and puzzles, exclusive of video or app games.
Chronicles of Light: Darkness Falls (Disney Edition) by Ravensburger
Flip 7 by The Op
Gnome Hollow by The Op
Hitster by Jumbo Group
Life in Reterra by Hasbro
SNAP 2 IT by Elenco Electronics
UNO Show 'em No Mercy by Mattel
GROWN-UP TOY OF THE YEAR
Toys and games developed primarily for grown-ups/kidults, including party games, board games, collectibles, arts and crafts and more. These toys are often fueled by fandoms, social media and mature humor.
Hot Wheels x Daniel Arsham Collection by Mattel
Kanoodle Ultimate Champion by Educational Insights
LEGO Ideas JAWS by LEGO Systems
LEGO Ideas Polaroid OneStep SX-70 Camera by LEGO Systems
Oh My Pigeons! by Ravensburger North America
The Gang by Thames & Kosmos
Trivial Pursuit Generations by Ageless Innovation
INFANT/TODDLER TOY OF THE YEAR
Toys that are developed for ages 0-3 (0-18 months infant/18 months-3 years toddler).
Bebé Fuerte Count & Groove Bouncy Barbell by TOMY
Discoverosity 3-in-1 Sensory Table by Skip Hop
Fisher-Price Laugh & Learn Ultimate Playhouse by Mattel
Jelly Blox Stash ‘N Stack 2-in-1 Storage Case by Goliath North America
LEGO DUPLO 3in1 Space Shuttle Adventure by LEGO Systems
Ms. Rachel Surprise Learning Box by Spin Master Corporation
Scan & Sort Grocery Cart with Lights and Sounds by The Radio Flyer Company
LICENSE OF THE YEAR
Character or property that has had success spreading its brand through the development and merchandising of products developed from the intellectual property.
Barbie 65th Anniversary by Mattel
Bluey by BBC Studios Americas
Ms. Rachel by Spin Master Corporation
Pokémon by The Pokémon Company International
Polly Pocket 35th Anniversary by Mattel
Squishmallows by Jazwares
Stitch by Disney Consumer Products
OUTDOOR TOY OF THE YEAR
Toys that are designed for outdoor play, including ride-ons, e.g., motorized vehicles, bicycles, scooters, wagons, bubbles, sports toys, role-play etc.
Cornhole Shootout by ABetter Design Company
EastPoint Sports Premium Axe Throw Target Game by Buffalo Games
Flybar GLOW Bumper Car by Flybar
Mega Cyborg Hydro Blaster by Thames & Kosmos
Miracle-Gro Kids’ Garden Tool Set by Red Tool Box
PoppinColorz Hydra 2-in-1 Blaster by South Beach Bubbles
WonderWalks Exploration Game by Pennycake
PLUSH TOY OF THE YEAR
Toys that are made of fabric and stuffed with soft filling, including toys with interactive or electronic features.
Disney Shoulder Plush by Disney Consumer Products
Emotional Baggage by Solobo Toys
Fahlo Animal Tracking Plush by Fahlo
FurReal Peanut the Playful Monkey by Just Play
Hello Kitty Loves Cheer Bear 10-inch Collectible Care Bears Plush 2-Pack by Basic Fun!
Little Live Pets My Baby Monkey by Moose Toys
Ms. Rachel Speak & Sing Doll by Spin Master
PRESCHOOL TOY OF THE YEAR
Toys that are developed for ages 3-5.
BRIO World Dinosaur Deluxe Train Set by Ravensburger North America
Color Wonder Magic Light Brush by Crayola
Fisher-Price Rockin' Record Player by Mattel
Imaginext Star Wars Darth Vader Bot by Mattel
LeapFrog Magic Adventures Binoculars by VTech Electronics North America
Little Tikes Story Dream Machine by MGA Entertainment
Melissa & Doug Sort, Stock, Select Wooden Vending Machine Play Set by Spin Master
Tile Town Bluey Heeler Home by Moose Toys
SPECIALTY TOY OF THE YEAR
Toys from manufacturers that primarily do business through independent retailers (neighborhood toy stores, museum shops, vacation destinations and similar venues) or in limited quantities online. Voted on exclusively by specialty retailers through Astra.
Dynamic Pixel Piano by Hape
HEXEL by Plus-Plus USA
LEGO Gravity Drop by Klutz
Living Puppets Murray by Thin Air Brands
Pinball Machine Maker: Gumball Rally by Thames & Kosmos
Professor Maxwell's VR Atlas 2.0 by Abacus Brands
Snap Circuits Nite Lite by Elenco Electronics
TECH TOY OF THE YEAR
Toys created in any category that have a meaningful tech element involved, that is directly related to or extremely enhances the play pattern.
Bitzee Disney by Spin Master
Hatchimals Alive Mystery Hatch by Spin Master
Hero: Sound-Sensing Robot by Thames & Kosmos
Pictionary vs. AI by Mattel
PLAi Poe The Ai Story Bear by Skyrocket Toys
RealFX Disney Stitch Puppet by WOW! Stuff
TapTap Arcade by FlyCatcher
VEHICLE OF THE YEAR
Toy cars, trucks, trains and other vehicles of all scales, including R/C vehicles, but exclusive of ride-ons.
Flat 2 Fast Card Racers by Luki Lab
Go! Go! Smart Wheels Checkered Flag Motorized Track Set by VTech Electronics
Kids Clean Car by Henry’s Toy Box
LEGO Technic Mercedes-AMG F1 W14 E Performance by LEGO Systems
Play-Doh Pizza Delivery Scooter Playset by Hasbro
RoboRails: The Robot Monorail System by Thames & Kosmos
Sky Viper Type-R Performance Racing Drone by Skyrocket Toys
For more information about the TOTY Awards voting and selection process, visit ToyAwards.org.
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