2025’s ToyAward finalists have been unveiled at Nuremberg Toy Fair

The 18 nominees include Mattel, The LEGO Group and Horst Brandstätter, which will hope to be announced as winners at a January 29 awards ceremony.

January 27, 2025

The Nuremberg International Toy Fair has announced the 18 nominees that are in the running for its 2025 ToyAwards.

More than 280 exhibitors at the annual toy trade show submitted 629 new products for consideration in six categories (Baby & Infant, Preschool, School Kids, Teenager & Adult, Startup and Sustainability). Judges then evaluated the toys based on their originality, play value, potential for success at retail, workmanship, product concept and security to determine three top entries in each set.

Mattel is shortlisted in the Baby & Infant category with its Fisher-Price Snuggly Capybara, which helps wee ones develop motor skills with its built-in teething ring, rattles and colored loops. Also in contention are GEOMAGWORLD’s Stacking Safari Magicube Blocks and OPPI’s Flex line of stackable balls, cylinders and cones.

The LEGO Group could score a Teenager & Adult win with its 749-piece Beautiful Pink Bouquet set. But it will have to beat Abfun’s 50-piece Moon Acrylic Jigsaw Puzzle and Click Europe’s Spin Ball Spinner fidget toy.

Meanwhile, Germany’s own Horst Brandstätter Group has planted its flag in the Sustainability category with the Playmobil Junior & Disney: Cinderella’s Castle (pictured). This 25-piece playset made from 90% plant-based plastic is up against Plan Creations’ Wave Stacker and Globber’s eco-friendly Go Up Deluxe Lights 360 scooter.

All ToyAwards nominees (see the complete list below) are on display this week in Nuremberg Toy Fair’s Hall 3A, and the winners will be announced on January 29 at a companion event called the Toy Business Forum.

Baby & Infant (0-3 years)