Squishmallows by Jazwares wins both The Toy Foundation’s Toy of the Year and the People’s Choice awards, following earlier Plush Toy and Licence wins.

The Toy Foundation (TTF) has announced that Squishmallows from Jazwares has been named the winner of both the Toy of the Year and the People’s Choice awards, as part of the 23rd edition of the Toy of the Year (TOTY) Awards & Celebration. TTF previously recognised the creativity of the toy industry and awarded 18 winners across 17 categories of play during a TOTY Awards ceremony in September this year in Dallas. Squishmallows was named Plush Toy of the Year and Licence of the Year during the celebration.

The TTF says that the 18 toys and games that were honoured with awards represent the most innovative playthings in the market and must-have products for children and adults alike, just ahead of the peak holiday shopping season.

Earning both the Toy of the Year award, as determined by a panel of expert judges, and the People’s Choice award, as voted on by toy fans around the world, Squishmallows has continued to resonate with toy lovers everywhere for the brand’s vast assortment of characters to collect as well as the comfort the plush products provide during a time when social and emotional health are top of mind for consumers and retailers alike.

“Congratulations to Jazwares on receiving the prestigious Toy of the Year and People’s Choice awards,” said Pamela Mastrota, executive director of The Toy Foundation. “On top of the joy a toy can offer, Squishmallows is a powerful example of the emotional benefits children and adults can gain through play. Whether you are eight or 80 years old, everyone can benefit from a hug from a Squishmallow these days.”

The TOTY Awards bills itself as “great toys for a great cause” and is a key fundraiser for TTF to support its year-round philanthropic work delivering toys to children across the globe, funding play therapy in children’s hospitals and introducing the industry to diverse, young talent. In September, the US toy industry collectively raised more than $850,000 in cash and product donations to help TTF continue to grow these programme areas, bringing the benefits of play to children in need.

This year, the TOTY Awards received 550 submissions during the summer. A panel of expert judges, comprised of toy and play experts, retailers, academics, and journalists, reviewed and ranked the products to select 122 finalists. Category winners were determined by votes from Toy Association members, toy retailers (mass and specialty), media, and consumers. All results are audited for accuracy, including the judging and voting process.

For more information about the TOTY Awards voting and selection process, visit ToyAwards.org.

The next TOTY Awards & Celebration will take place on September 29th, 2023, kicking off Toy Fair (September 30th to October 3rd, 2023) in New York City.