The deadline is approaching to put your company’s innovative toys, games, and properties in the running for a coveted Toy of the Year® (TOTY®) Award! With just over a week remaining until the August 19 deadline, toy and entertainment companies, inventors, and other industry representatives are encouraged to submit their TOTY nominations today.
The TOTY Awards program serves as the main annual fundraiser for The Toy Foundation™ (TTF), the charitable arm of The Toy Association™. All TOTY proceeds, including nomination fees, support TTF’s efforts to bring the joy of play to children in need around the world.
Here’s what you need to know about the 2027 TOTY Awards:
- Nominations are open Wednesday, August 19 at midnight (Eastern).
- Find the category descriptions, eligibility requirements, nomination criteria, and submission fees here.
- A nomination committee comprised of play experts, journalists, academics, retailers, and other toy experts will determine the official TOTY 2027 finalists based on each product’s innovation & originality; design & quality; play value/experience; and market success & consumer appeal.
- Finalists for each category will be announced November 7 with a national press release and in-person reveal at the Chicago Toy & Game Fair (CHITAG). At that time, voting will open to retailers, media, Toy Association members, and consumers through January 8, 2027. The Specialty Toy of the Year will be chosen based on votes exclusively from Astra members.
- A winner for each category, as well as the “People’s Choice” award (based solely on consumer votes at ToyAwards.org) and the coveted overall “Toy of the Year” winner (chosen by a panel of experts), will be announced at the TOTY Awards ceremony on Friday, February 19, 2027 at Pier Sixty.
As the kick-off party to Toy Fair®, the TOTY Awards honor the “best of the best” in the toy space. The ceremony also honors the lifetime achievements of Toy Industry Hall of Fame inductees, and celebrates the industry’s shared vision to create a world where every child experiences the extraordinary benefits of play.
Questions regarding TOTY nominations may be directed to Janis Zegman, senior manager of marketing projects at The Toy Association.
