Who nabbed a TOTY nom?

Mattel leads the pack with nine opportunities to win one of the Toy Association’s annual trophies.
October 30, 2020

The Toy Association has named 117 finalists for the 2021 Toy of the Year (TOTY) Awards, with Mattel nabbing nine nominations.

The LA-based toyco is a finalist in the action toy, construction, doll, infant/toddler, playset, plush, preschool and specialty categories. Mattel won big at last year’s awards, taking home four trophies.

LEGO (with eight nominations), MGA Entertainment (six), Moose Toys (five) and Spin Master (five) are also in the running for multiple wins.

The finalists were selected from 557 nominees submitted by 205 companies. Judging was conducted by 18 experts including retailers, academics and journalists. Online voting for the 16 toy and game categories will be open until January 5, 2021. The winners will be announced at the virtual TOTY Awards gala on February 12.

Below is a list of nominees in a few key entertainment-centric categories, with the complete list available online.

License of the Year
Baby Shark (PinkFong)
Blue’s Clues & You (Nickelodeon)
L.O.L. Surprise! (MGA Entertainment)
Marvel (Marvel)
PAW Patrol: Dino Rescue (Spin Master and Nickelodeon)
Pokémon (The Pokémon Company)
Ryan’s World (Pocket.watch)
Star Wars: The Mandalorian (Disney)

Collectible of the Year
Blume Petal Pets (Skyrocket)
Charaction Cube (Bandai America)
Hairdorables Hair Art Series (Just Play)
Hexbug Junkbots Large Dumpster (Hexbug)
LEGO Super Mario Character Packs (LEGO)
L.O.L. Surprise! Remix Hair Flip (MGA Entertainment)
Space Invaders Micro Player (My Arcade)

Action Toy of the Year
Alter Nation Action Figure Assortment (Panda Mony Toy Brands)
Anime Heroes (Bandai America)
Batman 4 Inch Action Figures (Spin Master)
Fisher-Price #ThankYouHeroes Line (Mattel)
Heroes of Goo Jit Zu (Moose Toys)
The Original Spawn Action Figure and Comic Remastered (McFarlane Toys)
Treasure X (Moose Toys)

Doll of the Year
Barbie Color Reveal (Mattel)
Cave Club Fashion Dolls (Mattel)
Disney Junior Doc McStuffins Wash Your Hands Singing Doll (Just Play)
FailFix (Moose Toys)
Healthy Roots Dolls: Zoe Doll (Healthy Roots Dolls)
L.O.L. Surprise! O.M.G. Remix Dolls (MGA Entertainment)
Rainbow High Fashion Dolls (MGA Entertainment)
The Fresh Dolls (World of EPI and Just Play)

Preschool Toy of the Year
BRIO Smart Tech Sound Action Tunnel Travel Set (BRIO)
Dimpl Digits (Fat Brain Toy)
Fisher-Price Imaginext DC Super Friends Super Surround Batcave (Mattel)
Fun Fan Fryer (Hape International)
LEGO Duplo Modular Playhouse (LEGO)
PAW Patrol Dino Patroller (Spin Master)
Real Rigs Recycling Truck (Kid Trax)

Game of the Year
Drone Home (PlayMonster)
Fish Club (Blue Orange Games)
Genius Square (MUKIKIM)
Poetry for Neanderthals (Exploding Kittens)
Pokémon Trading Card Game Battle Academy (The Pokémon Company)
Story Time Chess (Story Time Chess)
The #UpsideDownChallenge Game (Vango Toys)

Innovative Toy of the Year
Alexa 2-in-1 Kitchen and Market (KidKraft)
Crayola Light-Up Tracing Pad with Eye-Soft-Technology (Crayola)
Go Go Bird (Zing)
KidiZoom Creator Cam (VTech)
LEGO Super Mario Adventures with Mario Starter Course (LEGO)
L.O.L. Surprise! O.M.G. Remix Super Surprise (MGA Entertainment)
Squeakee (Moose Toys)
Star Wars The Child Animatronic Edition Toy (Hasbro)

About The Author



Brand Menu