Collectibles reign supreme at Australian Toy Awards

The Australian Toy Association handed out 19 awards at this week's Toy Fair, where Headstart's LOL Surprise Tots Dolls (pictured) and Shopkins won big.
March 6, 2017

The Australian Toy Association announced its 2017 Product of the Year award winners at this week’s Australian Toy Fair  in Melbourne, and among the biggest nods were to those that come in the smallest of packages.

The association handed out 19 awards, including the coveted Toy of the Year prize that went to collectible LOL Surprise Tots Dolls by Headstart International.

In fact, Headstart picked up the most awards of the night, with four trophies. Shopkins maker Moose Toys scooped up two awards, including Collectible Range of the Year for its Cutie Cars Shopkins, and Craft & Activity Toy of the Year with the Oonies Starter Pack.

This year’s winners include:

Toy of the Year – LOL Surprise Tots Doll (Headstart International)

Australian Development Award – Baby Secrets (Headstart International)

Action Toy of the Year – Ben 10 Rust Bucket (Headstart International)

Collectible Range of the Year – Cutie Cars Shopkins S1 3 Pack Assorted (Moose Toys)

Collectible Range of the Year – Flexo Beginners Pack (VR Distribution)

Craft & Activity Toy of the Year – Oonies Started Pack by (Moose Toys)

Doll of the Year – LOL Surprise Tots Doll (Headstart International)

Educational Product of the Year – Hape Mountain Mine (Educational Experience)

Games Toy of the Year – Watch Ya Mouth (VR Distribution)

Hobby Product of the Year – Hyper Drone Family Racing Kit (Global Discovery)

Nursery Product of the Year – Sleep Tight All Night (Jasnor, Australia)

Outdoor Toy of the Year – Nerf-N Strike Elite Accustrike Alphahawk (Hasbro Australia)

Preschool Toy of the Year – Toot-Toot Gold Mine Train Set (VTech Eletronics, Australia)

Specialty Award – Gund-My Magical Sound & Lights Unicorn (Jasnor,Australia)

Boys License – Batman V Superman Dawn of Justice (Warner Bros.)

Girls License – Trolls (Fusion Agency)

Preschool License – Play School Celebrating 50 Years (ABC Commercial)

Boutique License – Hey Duggee (BBC Worldwide)

Best Promotional Campaign – Sesame Street: Cookie Monster and the Australian Red Cross (Haven)

The Australian awards follow both the US and UK Toy of the Year competitions, where collectibles earned top nods as well. According to The NPD Group, the US and UK toy markets also grew by at least 5% in 2016, thanks in part to the rising popularity of collectibles like Moose Toys’ Shopkins.

About The Author
Alexandra Whyte is Kidscreen's News & Social Media Editor. Contact her at



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