2027 Toy of the Year Finalists Unveiled

NEW YORK, NY | November 7, 2026 - Buildable solar flowers, a plush tiger cub that grows, and satisfying sensory toys are among the 122 innovative finalists for the prestigious 2027 Toy of the Year® (TOTY®) Awards, announced today by The Toy Foundation™ at the Chicago Toy & Game Fair (CHITAG) in Rosemont, IL. The reveal comes as CHITAG kicks off its annual Wishlist Weekend (Nov. 7-8), giving families plenty of inspiration for their holiday shopping lists.

The TOTY Awards celebrate the year's top toys and games while serving as a fundraiser for The Toy Foundation. All proceeds from the TOTY Awards benefit The Toy Foundation's Play Fund and Toy Chest programs, which bring the comfort, joy, and healing power of play to children in need around the world.

"Behind every great toy is the opportunity to spark joy, inspire imagination, and make a child's day brighter," said Pamela Mastrota, executive director of The Toy Foundation. "This year's TOTY finalists showcase the incredible creativity and innovation of our industry, while reminding us of the powerful impact play can have on a child's life. Through the TOTY Awards, we celebrate the very best in toys and games while raising critical funds to bring play to children who need it most."

Fans of all ages can visit ToyAwards.org to check out the hottest toys of the holiday season, cast their vote for the People's Choice Award (now through January 6, 2027), and learn more about The Toy Foundation. The winners in each category, as well as the overall Toy of the Year and People's Choice Award honorees, will be announced in February 2027.

2027 TOTY FINALISTS
Details on each finalist - including product images and links to shop - are available at ToyAwards.org

ACTION FIGURE OF THE YEAR
Toys that represent a person or fictional character intended for active, imaginative, and narrative-based play.

• Disney and Pixar Toy Story 5 Ultimate Action Figures by Mattel, Inc.
• Dungeons & Dragons Questers by Basic Fun!
• LEGO Spider-Man Hero Figure by LEGO Systems, Inc.
• Power-Charge Spider-Man by Hasbro, Inc.
• Primal Hatch Megalodon Shark by Spin Master Ltd.
• Teenage Mutant Ninja Turtles x G.I. Joe Action Figures by Playmates Toys, Inc.
• Super Mario Yum Yum Yoshi! by JAKKS Pacific

COLLECTIBLE OF THE YEAR
Toys designed for multiple single-item purchases as part of a set or series to collect, such as minis, blind packs, fidget toys, trading cards, impulse/novelty playthings, licensed collectibles, and more.

• Clickeez Series 3: Bubble Pops by Goliath North America
• Happy Haul by Just Play LLC
• LEGO Minifigures Shrek Series by LEGO Systems, Inc.
• Magic Jellykins by Spin Master Ltd.
• Mini Brands Fill The Fridge Playset by ZURU, Inc.
• NeeDoh by Schylling Toys
• Pokémon Trading Card Game: 30th Celebration Elite Trainer Box by The Pokémon Company International, Inc.

CONSTRUCTION TOY OF THE YEAR
Toys that encourage hands-on building or assembly as the primary play pattern with pieces that interconnect to create models, scenes, or mechanisms that perform an action or tell a story.

• Air Toobz EVO by Fat Brain Toy Co.
• Jelly Blox Princess Castle by Goliath North America
• LEGO One Piece The Going Merry Pirate Ship by LEGO Systems, Inc.
• LEGO Editions FIFA World Cup Official Trophy by LEGO Systems, Inc.
• MAGNA-TILES Undersea Adventure 58-Piece Set by MAGNA-TILES
• MEGA BLOKS Build & Chomp Dinosaur by Mattel, Inc.
• V8 Race Car by Thames & Kosmos LLC

CREATIVE TOY OF THE YEAR
Toys that inspire self-expression, storytelling, and imaginative and artistic play, including products that let kids create, decorate, and dress up, such as arts & crafts kits, compounds, role-play/dress-up items, and more.

• Blooms by Play-Doh Meadow Bouquet Set by Hasbro, Inc.
• Clixo Mega Pack by Toyish Labs, Inc.
• Graphic Novel Kit by Educational Insights
• Gui Gui Mega Slime Haul by Moose Toys LLC
• Stickerbox by Spin Master Ltd.
• The Ultimate Maker Box by Makedo
• VTech Kidi Star DJ Mixer Pro by VTech Electronics North America LLC

DOLL OF THE YEAR
Toys that include baby, toddler, and fashion dolls.

• Bizzikins by Aleni Brands LLC
• Disney Jr. Sofia the First Swirl & Sing Doll by Just Play LLC
• Disney Princess Magical Light & Style Rapunzel by JAKKS Pacific
• Groovy Girls Soft Doll Collection by Sassy Baby, Inc.
• KPop Demon Hunters HUNTR/X Singing Dolls by Mattel, Inc.
• Mirror Mi by MGA Entertainment
• My Mini Baby Series 2 by ZURU - Bundles of Joy by ZURU, Inc.

EDUCATIONAL TOY OF THE YEAR
While all toys have learning benefits, this category recognizes toys and games specifically designed to meet an educational purpose, such as building a specific skill or teaching a particular subject area, including STEM, literacy, or social-emotional learning.

• CloudiKids by BTL USA CORP
• CONNETIX 47-Piece Ball Run Launcher by CONNETIX
• LEGO Technic NASA Artemis Space Launch System Rocket by LEGO Systems, Inc.
• National Geographic Virtual Reality Extinction by Abacus Brands, Inc
• Slam Dunk Sums by Learning Resources, Inc.
• Smartivity Solar System by Smartivity Labs
• SolarFlowers by Thames & Kosmos LLC

GAME OF THE YEAR
Family and children's games made for players ages 0-14, including board, card, electronic, and other physical game formats, exclusive of games specifically for players ages 14 to adult (strategy, party, or mature-themed as examples), video games, and app games.

• CATAN - On the Road by Asmodee North America, Inc.
• Foosbots Rivals Cup by Fat Brain Toy Co.
• Kanoodle Party by Educational Insights
• Rubik's Rush by Spin Master Ltd.
• Rump Race by PlayMonster Group LLC
• Sanibel by Hasbro, Inc.
• Tonieplay Monopoly Real Estate Rush Game by tonies USA

INFANT/TODDLER TOY OF THE YEAR
Toys specifically developed for babies and toddlers up to age 3. (0-18 months (infant) and 18 months-3 years (toddler), does not include ages 3+.)

• Fisher-Price Moves with You Turtle Walker by Mattel, Inc.
• LEGO DUPLO 3 in 1 Construction Vehicles by LEGO Systems, Inc.
• Lil' Jellies Jelly Stacker by Goliath North America
• Little People My Mario Mario's Adventure Playset by Mattel, Inc.
• On the Airplane Mini Kit by Lovevery, Inc.
• SortAgain by Fat Brain Toy Co.
• Sesame Street Tickle Me Elmo Giggle Max by Just Play LLC
• Toniebox Lite by tonies USA

KIDULT TOY OF THE YEAR
Toys and games developed primarily for consumers ages 14 to adults, including party, strategy, and board games; collector items; craft & model kits; construction sets; and more. These toys are sometimes based on and/or fueled by fandoms, social media, and mature humor.

• Disney Princess Mahjong Collector's Set by The Noble Collection
• Dungeons & Dragons Stranger Things: Welcome to the Hellfire Club by Hasbro, Inc.
• LEGO Super Mario Donkey Kong Arcade by LEGO Systems, Inc.
• Mattel Brick Shop Hot Wheels Lamborghini Miura by Mattel, Inc.
• MGA's Miniverse Real Music Record Player by MGA Entertainment
• SmartGames IQ Puzzler Deluxe by Smart Toys and Games, Inc.
• Star Wars: Ultimate Grogu by Hasbro, Inc.

LICENSE OF THE YEAR
An entertainment, celebrity, lifestyle, or social media-driven brand that has achieved notable success through licensed toy lines and brand extensions; or a toy-based IP that has successfully expanded beyond the toy aisle through strategic licensing.

• Bluey by BBC Studios Americas
• KPop Demon Hunters by Netflix
• Pokémon by The Pokémon Company International, Inc.
• Spider-Man by The Walt Disney Company
• The Super Mario Galaxy Movie by NBCUniversal
• Toy Story by The Walt Disney Company
• Transformers by Hasbro, Inc.

OUTDOOR TOY OF THE YEAR
Toys specifically designed for outdoor play, including outdoor-only ride-ons, such as motorized vehicles, bicycles, scooters, wagons; bubble toys; and sports toys.

• Tractor Supply Bubble Backpack Leaf Blower by Flybar, Inc.
• Disney Mickey Mouse x F1 Battery Ride-On Car by HUFFY
• EzyRoller Spinner Pro X by EzyRoller LLC
• Fast & Furious Dodge Charger 12V Kids Ride-On Car by Hyper Toy Company, Inc.
• Giant KerPlunk Game by EastPoint Sports
• Hyper Drive Sky Twister Rocket by Thin Air Brands LLC
• Micro Balance Bike Ultra LED Neochrome by Micro Kickboard
• SwimWays Monster Jam Wild Whippin' Sprinkler by Spin Master Ltd.

PLAYSET OF THE YEAR
A themed play environment with characters, accessories, and/or interactive features that support storytelling, role play, or action-based play, such as dollhouses, battle arenas, racetracks, settings for action figures, and more. Exclusive of construction-based playsets covered by their own category.

• Barbie DreamHouse by Mattel, Inc.
• Bluey's Light & Surprise Heeler House by Moose Toys LLC
• Crayola Goo Deluxe Dissection Playset by Crayola LLC
• Hot Wheels City Ultimate T-Rex Garage by Mattel, Inc.
• Little Tikes Sweet Spaces Modular Kitchen Oven by MGA Entertainment
• Melissa & Doug Cheery Lane House Play Set by Spin Master Ltd.
• Multi-Level Railway City Set by Hape

PLUSH TOY OF THE YEAR
Toys that are made of fabric and stuffed with soft filling, including plush playthings with interactive or electronic features.

• Disney Lilo & Stitch Cuddle Tonie by tonies USA
• Disney and Pixar Toy Story 5 Bullseye Weighted Plush by Mattel, Inc.
• furReal Gabby the Glow & Roar Tiger by Just Play LLC
• GUND Forever Friends Promise by Spin Master Ltd.
• LeapFrog My Best Pal Scout by VTech Electronics North America LLC
• Pikachu 30th Celebration Plush by The Pokémon Company International, Inc.
• ScruffaLuvs Mom & Baby by Moose Toys LLC

PRESCHOOL TOY OF THE YEAR
Toys specifically developed for kids ages 3-5.

• Disney Darlings Magical Birthday Surprises Winnie the Pooh Doll by JAKKS Pacific
• Imaginext Toy Story Transforming Buzz Lightyear Ship by Mattel, Inc.
• LeapFrog Scoop & Learn Ice Cream Parlor by VTech Electronics North America LLC
• MAGNA-TILES microMAGS Spring Garden 24-Piece Travel Set by MAGNA-TILES
• Melissa & Doug Swirl & Serve Ice Cream Play Set by Spin Master Ltd.
• Scoot 2 Scooter by The Radio Flyer Company
• Thomas & Friends Exploring Tidmouth Sheds Train Set by Mattel, Inc.

SPECIALTY TOY OF THE YEAR
Toys promoted and sold almost exclusively through independent retailers (neighborhood toy stores, museum shops, vacation destinations, and similar venues) or in limited quantities online. Voted on exclusively by specialty retailers through Astra.

• American Girl 40th Anniversary Historical Character Bundles by Mattel, Inc.
• Light-Up Library - Sammy's Search & Rescue with Tilly The Tugboat by Glo Pals
• Neo City Knockdown by Mag Rush
• Orbital Maze by Thames & Kosmos LLC
• Scooops by Plus-Plus USA
• SpinAnimator Studio by Tree Town Toys
• Wigglitz Build Your Bundle by ZB Designs

TECH TOY OF THE YEAR
Toys that integrate technology - such as interactive electronics, app connectivity, augmented or virtual reality, or programmable elements - to create immersive, dynamic, and meaningful play experiences.

• Bitzee Aquarium by Spin Master Ltd.
• Boppo Tablet by Boppo
• LeapFrog LeapMove by VTech Electronics North America LLC
• LEGO Pokémon SMART Play: Training House with Pikachu by LEGO Systems, Inc.
• Loops Lab by Loops Pop, Inc.
• Pokémon Pikachu Puppetronic by RealFX by Jazwares
• Qubitunes by QUBS
• Thames & Kosmos Digital Microscope by Thames & Kosmos LLC

VEHICLE OF THE YEAR
Toy cars, trucks, trains, and other vehicles in all scales, including R/C vehicles and ride-ons made exclusively for indoor use.

• BRIO World Space Deluxe Set by Ravensburger North America, Inc.
• Disney and Pixar Toy Story 5 Flying RC Hi-Tech Edition Buzz Lightyear Action Figure by Mattel, Inc.
• Flat 2 Fast Supercar by Luki Lab
• Monster Jam Chomping Megalodon by Spin Master Ltd.
• PAW Patrol: The Dino Movie Megasaurus Dino Vehicle by Spin Master Ltd.
• Remote-Control Robotics by Thames & Kosmos LLC
• Slime Riders by ArtSkills, Inc.

Click here for more information about the TOTY Awards voting and selection process.

The TOTY Awards gala, taking place Friday, February 19, 2027 in New York City, is open exclusively to toy industry professionals. All TOTY proceeds are donated to The Toy Foundation, which partners with generous toy companies throughout the year to bring brand-new toys to children who are sick, at-risk, in foster care, impoverished, or otherwise in need. The TOTY celebration will kick off Toy Fair® 2027 (February 20 to 23) and include the induction of industry trailblazers into the esteemed Toy Industry Hall of Fame.

About The Toy Foundation™ toyfoundation.org
The Toy Foundation™ is a 501(c)(3) children's charity and philanthropic arm of The Toy Association™. The uniting force for the collective philanthropy of the toy industry, The Toy Foundation is dedicated to creating a world where every child experiences the comfort, joy, and extraordinary benefits of play. The Toy Foundation works toward this vision through two program areas, Toy Chest, a toy distribution initiative, and Play Fund, a grant distribution initiative. By working together with the toy community, The Toy Foundation has delivered the power of play to 38 million children in need worldwide. To learn more about The Toy Foundation, visit toyfoundation.org.

###