Toy Book Announces 2026 Winners of the Pulse of Play Awards Celebrating Excellence in Play Industry
The Toy industry buzzes with excitement as The Toy Book unveils the winners of its second annual Pulse of Play Awards™. Known as a significant event in the toy sector, this awards program commends extraordinary achievements across various categories that drive the business of play. Notable for not only its insightful analysis of market trends, The Toy Book has become the voice of the North American Toy Industry since its inception in 1984.
The Pulse of Play Awards honor creativity, ambition, and the relentless pursuit of excellence in the toy industry. As James Zahn, Editor-in-Chief of The Toy Book, aptly put it, creativity is at the core of this sphere, showcasing the innovative minds that craft experiences and products beyond toys. This year, the awards lifted the curtain on the front-runners who made remarkable strides in toys, games, and licensing.
Among the illustrious winners were MGA Entertainment for their groundbreaking Bratz X Mean Girls Spring Fling Collector Dolls, which won the "Product Launch of the Year" award, establishing a new trend in toy collaborations. Another standout was the United States Postal Service’s Flybar x USPS Foot-to-Floor Toy, clinching the title of "Juvenile Product Launch of the Year." Expressing cultural significance, Hasbro captured the "Cultural Moment of the Year" award with Peppa Pig introducing Baby Evie, reinforcing the play potential in relatable, everyday narratives.
The influence of social media and pop culture on toys was evident in the awards as well. Moose Toys' Gui Gui Slime Boutique Pop-Up won the "Influencer Activation of the Year," showcasing how influencer marketing continues to shape consumer interactions. Funko, known for its iconic figures, was recognized with the "Viral Hit of the Year" for their K-Pop Demon Hunters POP! Vinyl Figures, tapping into the vast global enthusiasm for K-Pop. Furthermore, Spin Master received accolades for their endearing commercial "YES CHEF!" for Kinetic Sand Squish Pizza, embodying the joy of play in media.
Innovation took center stage with awards for inventors as Loops Lab’s Yona Segev was named "Toy Inventor of the Year." Game inventors Barry McLaughlin and Jason Lautenschleger from Hootenanny Games received the title of "Game Inventor of the Year" for their quirky hit Feelin' Cute. Meanwhile, the Digital Studio/Team of the Year title went to Nintendo’s Entertainment Planning & Development, highlighting their commitment to creating engaging gaming experiences. The LEGO Group made waves with their immersive San Diego LEGO-Con at Comic-Con International 2025, winning "Location-Based Experience of the Year".
Retail excellence was also celebrated, with Asmodee North America named "Distributor of the Year” and Five Little Monkeys taking home the title of "Retailer of the Year" for independent and specialty markets. Mass specialty honors went to Five Below, reinforcing their diverse appeal in toy retail. When it came to manufacturers, Mattel's innovative designs and market robustness earned them the title of "Manufacturer of the Year". In licensing, Basic Fun's "Care Bears x Wicked For Good" collaboration received the "Crossover Collaboration of the Year" award, exemplifying the successful blending of iconic brands.
In an overarching acknowledgment, Jazwares was awarded the coveted "Overall Pulse of Play Award," recognizing their stellar performance across all facets of the business of play.
The Pulse of Play Awards not only celebrates the winners but also fosters a thriving community of passion and innovation in the toy industry. The winners were determined by a meticulous selection process, with nominations from authorized representatives and votes from an independent industry panel.
As we look forward, the excitement continues. Plans for the 2027 Pulse of Play Awards are already underway, with nominations set to open this summer. The Toy Book’s upcoming 42nd volume launches on February 14, 2026, alongside The BIG Toy Book, to be debuted at the cherished Toy Fair New York. This event stands as a testament to the vibrant evolution of toys and the creative brilliance that fuels the heart of the industry every day.
About The Toy Book: Published by Adventure Media & Events, The Toy Book has been at the forefront of industry insights since 1984, nurturing deep connections with retailers, manufacturers, analysts, and research groups. The Toy Book not only brings you the latest in toys but also outlines the trends that will shape the future of play.
The Pulse of Play Awards honor creativity, ambition, and the relentless pursuit of excellence in the toy industry. As James Zahn, Editor-in-Chief of The Toy Book, aptly put it, creativity is at the core of this sphere, showcasing the innovative minds that craft experiences and products beyond toys. This year, the awards lifted the curtain on the front-runners who made remarkable strides in toys, games, and licensing.
Among the illustrious winners were MGA Entertainment for their groundbreaking Bratz X Mean Girls Spring Fling Collector Dolls, which won the "Product Launch of the Year" award, establishing a new trend in toy collaborations. Another standout was the United States Postal Service’s Flybar x USPS Foot-to-Floor Toy, clinching the title of "Juvenile Product Launch of the Year." Expressing cultural significance, Hasbro captured the "Cultural Moment of the Year" award with Peppa Pig introducing Baby Evie, reinforcing the play potential in relatable, everyday narratives.
The influence of social media and pop culture on toys was evident in the awards as well. Moose Toys' Gui Gui Slime Boutique Pop-Up won the "Influencer Activation of the Year," showcasing how influencer marketing continues to shape consumer interactions. Funko, known for its iconic figures, was recognized with the "Viral Hit of the Year" for their K-Pop Demon Hunters POP! Vinyl Figures, tapping into the vast global enthusiasm for K-Pop. Furthermore, Spin Master received accolades for their endearing commercial "YES CHEF!" for Kinetic Sand Squish Pizza, embodying the joy of play in media.
Innovation took center stage with awards for inventors as Loops Lab’s Yona Segev was named "Toy Inventor of the Year." Game inventors Barry McLaughlin and Jason Lautenschleger from Hootenanny Games received the title of "Game Inventor of the Year" for their quirky hit Feelin' Cute. Meanwhile, the Digital Studio/Team of the Year title went to Nintendo’s Entertainment Planning & Development, highlighting their commitment to creating engaging gaming experiences. The LEGO Group made waves with their immersive San Diego LEGO-Con at Comic-Con International 2025, winning "Location-Based Experience of the Year".
Retail excellence was also celebrated, with Asmodee North America named "Distributor of the Year” and Five Little Monkeys taking home the title of "Retailer of the Year" for independent and specialty markets. Mass specialty honors went to Five Below, reinforcing their diverse appeal in toy retail. When it came to manufacturers, Mattel's innovative designs and market robustness earned them the title of "Manufacturer of the Year". In licensing, Basic Fun's "Care Bears x Wicked For Good" collaboration received the "Crossover Collaboration of the Year" award, exemplifying the successful blending of iconic brands.
In an overarching acknowledgment, Jazwares was awarded the coveted "Overall Pulse of Play Award," recognizing their stellar performance across all facets of the business of play.
The Pulse of Play Awards not only celebrates the winners but also fosters a thriving community of passion and innovation in the toy industry. The winners were determined by a meticulous selection process, with nominations from authorized representatives and votes from an independent industry panel.
As we look forward, the excitement continues. Plans for the 2027 Pulse of Play Awards are already underway, with nominations set to open this summer. The Toy Book’s upcoming 42nd volume launches on February 14, 2026, alongside The BIG Toy Book, to be debuted at the cherished Toy Fair New York. This event stands as a testament to the vibrant evolution of toys and the creative brilliance that fuels the heart of the industry every day.
About The Toy Book: Published by Adventure Media & Events, The Toy Book has been at the forefront of industry insights since 1984, nurturing deep connections with retailers, manufacturers, analysts, and research groups. The Toy Book not only brings you the latest in toys but also outlines the trends that will shape the future of play.
Topics Consumer Products & Retail）
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