The Toy Foundation announces 2025 Toy of the Year Award Finalists
From a doll hidden behind a magic mirror to a sound-sensing robot, to dozens of toys that innovate beloved play patterns, the 2025 Toy of the Year® (TOTY®) Award finalists, announced today by The Toy Foundation™ (TTF), represent the most sought-out toys just in time for the holiday season. Known as the “Oscars of the toy industry,” the TOTY Awards celebrate the creativity of the global toy community and serves as a key fundraiser for TTF’s year-round philanthropic work supporting children in need.
Voting is open
Between now and January 10, 2025, 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 shopping lists for the holidays. Finalists were announced this morning by a group of well-known content creators who serve as TOTY ambassadors. See the full list of finalists below.
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 Friday, February 28, 2025, at Cipriani 42nd Street in New York City. The celebration kicks off Toy Fair® 2025 (March 1-4, 2025) and includes the induction of seven trailblazers into the esteemed Toy Industry Hall of Fame.
All event proceeds benefit TTF's initiatives
All event proceeds (including TOTY nomination fees) benefit TTF’s initiatives, including the Children’s Hospital Play Grants program to bring the healing power of play to children in hospital settings; Diversity, Equity, and Inclusion program to reach all communities with play; and The Toy Bank program to deliver the comfort and security of a toy to children in need around the world. The TOTY celebration will spotlight each of these program areas and the impact of bringing the benefits of play to children in need, as well as serve as an opportunity to donate and further its mission.
“This year’s TOTY finalists exemplify our industry’s talent for delivering joy, encouraging exploration, and enhancing learning through the power of play,” said Pam Mastrota, executive director of 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 wellbeing 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
Additional details on each finalist are available at ToyAwards.org