NPD Group announces winners of 2020 Global and European Toy Industry Performance Awards

Published on: 27th January 2021

The Lego Group, Spin Master, Mattel, Hasbro, Playmobil and Warner Bros. are among those unveiled as winners of this year’s awards. 

The Lego Group has been named Global Top Toy Manufacturer, with its Lego Super Mario Bros. property taking home the title of Top Gaining Toy Property in Building and Construction

The NPD Group, a leading global information company, has announced the winners of this year’s Global and European Toy Industry Performance Awards. The awards were given to the manufacturers or licence owners of Europe’s top gaining toy properties by category, as well as the top gaining toy property of the year, top global toy manufacturer, global top toy property, and global top selling toy, according to NPD’s Retail Tracking Service.

The Lego Group has been named as the Global Top Toy Manufacturer of the Year, while Mattel’s Barbie takes home Global Top Toy Property of the Year. Mattel has also scooped the award for Global Top Selling Toy of the Year with its Hot Wheels Singles 1/64 Assortment. 

Nintendo, meanwhile, wins Europe’s Top Gaining Toy Property of the Year for Super Mario Brothers & Mario Kart.

“This year’s award winners should be recognised not only for their great accomplishments and dedication to excellence, but also for excelling during a particularly tumultuous time for manufacturers and retailers brought about by the Covid-19 pandemic,” said François Klipfel, president, Toys, The NPD Group. “Congratulations to all award winners. We wish you continued success in 2021.”

At the same time, the The NPD Group has presented the Ninth Annual Toy Industry Performance Awards for The Americas – Mexico, the US, Canada and Brazil.

MGA Entertainment’s L.O.L. Surprise! was named as US Top Toy Property of the Year, while Mattel’s Barbie Dreamhouse was the US Top Selling Toy of the Year. MGA has also seen success in Canada, scooping Top Toy Property and Top Selling Toy of the Year in the country for L.O.L.Surprise and L.O.L. Surprise O.M.G. Doll Assortment respectively. In Brazil, Mattel was the big winner; Barbie has won Brazil Top Toy Property of the Year while the company’s Hot Wheels Singles 1:64 Assortment won Top-Selling Toy of the Year.


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