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The Pulse of Play Awards: Celebrating Excellence in the Toy Industry

The toy industry is in a state of celebration as the illustrious Pulse of Play Awards™ makes its debut, honoring some of the most outstanding contributions to the world of play. Announced by The Toy Book®, a leading trade publication in the North American toy market since 1984, this awards program recognizes exceptional talents across 20 different categories. Coinciding with The Toy Book's 40th anniversary, this event marks a significant milestone in acknowledging the impact of creativity and innovation within the toy sector.

The Significance of the Aura of Play Awards

The Pulse of Play Awards aims to highlight the key players who significantly influence the toy industry's evolution, from talented inventors and established companies to innovative marketing strategies and engaging product launches. As the toy landscape continually shifts, recognizing those who set the pace is crucial. James Zahn, Editor-in-Chief of The Toy Book and Director of the Pulse of Play Awards, articulated the spirit of the awards perfectly, stating, "The toy industry is a vibrant place powered by some of the most creative people on the planet, and that creativity transcends the toy department as it shapes experiences and other consumer products."

Winners of 2025 Pulse of Play Awards

Purveyors of Play

• - Display of the Year: Moose Toys x MINISO XOX Kweenie
• - Rep Group of the Year: Toy'n Around
• - Distributor of the Year: ACD Distribution
• - Retailer of the Year (Mass, Mass Specialty): Amazon
• - Retailer of the Year (Independent, Specialty, Hobby): FAO Schwarz

Marketing Maestros

• - Product Launch of the Year: RealFX Disney Stitch (Wow! Stuff)
• - Cultural Moment of the Year: Fisher-Price x John Legend The Music Starts Here (Mattel)
• - Viral Hit of the Year: MGA's Miniverse (MGA Entertainment)
• - Influencer Activation of the Year: Hatchimals Alive Mystery Hatch x Jason Kelce (Spin Master)
• - Commercial of the Year: MAGNA-TILES "Build On" (MAGNA-TILES)
• - Crossover Collaboration of the Year: Squishmallows x Harry Potter (Jazwares x Warner Bros. Discovery Global Consumer Products)
• - Outbound Licensing Program of the Year: Transformers (Hasbro)
• - Entertainment-Driven Property/Project of the Year: Despicable Me Franchise (Universal Products & Experiences)

Creators & Innovators

• - Toy Inventor of the Year: Soppycid for Soppycid Reusable Water Balloons (Dongguan Saienchuangke Technology Co., Ltd)
• - Game Inventor of the Year: The Op Games Team + Eric Olsen for Flip 7 (The Op Games)
• - Digital Studio/Team of the Year: 1010 Games x Funko for Funko Fusion

Toy Book International

• - Retailer of the Year: Smyths Toys Superstores
• - Location-Based Experience of the Year: Bluey x CAMP (CAMP, BBC Studios, Ludo Studio)
• - Manufacturer of the Year: Playmates Toys

Overall Pulse of Play Award

• - The LEGO Group: This award honors outstanding achievements across all facets of the business of play, celebrating excellence in retail, manufacturing, design, sales, and more.

Nominations were submitted by authorized representatives, and an independent industry panel revealed 101 finalists on December 18, 2024. Winners were crowned following votes cast by the panel and the Adventure Media & Events team. With all winners soon to be showcased in The BIG Toy Book, debuting at the Toy Fair New York on March 1, 2025, the anticipation is electric for how this prestigious event will shape the future of play.

Looking Forward

Plans for the second annual Pulse of Play Awards are already being laid out, with the nomination period for the 2026 program anticipated to open this summer. Information on the next Pulse of Play Awards can be found at pulseofplayawards.com. As one of the key voices in the toy industry, The Toy Book continues to lead the way, fostering a community of creativity, collaboration, and excellence in play.