Squishmallows takes home US Toy of the Year award

Published on: 21st November 2023

Squishmallows by Jazwares secures the Toy of the Year award for 2023, while Mattel’s Monster High Skullector Line wins the People’s Choice award.

On the 20th November in New York City, Squishmallows by Jazwares and the Monster High Skullector Line by Mattel, Inc. received top honours by taking home the Toy of the Year (TOTY) Awards’ Toy of the Year and People’s Choice awards, respectively. The Toy Foundation (TTF) previously announced the product category winners at the 2023 TOTY Awards celebration in September.

Squishmallows has earned the Toy of the Year recognition for three years in a row, a testament to its global fandom of millions of children and adults alike. Also named Plush Toy of the Year and Collectible of the Year during the awards celebration, Squishmallows has more than 2,500 personalities in its plush toy design.

Determined solely by consumer votes, the Monster High Skullector Line of dolls has earned the People’s Choice recognition. This limited-edition line of collector dolls reimagines horror icons and popular entertainment properties through the lens of Monster High. Each doll’s fashions and styling, displayable packaging and hidden easter eggs has created a devoted fan base.

“Congratulations Jazwares and Mattel, your winning products are outstanding examples of the creativity and imagination advancing the world of play,” said Pamela Mastrota, executive director of The Toy Foundation. “In addition to celebrating the toy industry, the TOTY Awards supports The Toy Foundation’s work delivering joy to children in need and we are grateful for the toy industry’s continued commitment to philanthropy.”

Earlier this year, hundreds of companies submitted their toys, games and other playthings to the TOTY Awards. An independent panel of play experts, journalists, academics, retailers and other toy experts reviewed and ranked the products to determine the 122 finalists. Category winners were determined by votes from consumers, The Toy Association members, retailers and media. The overall Toy of the Year winner was determined by a panel of expert judges; the People’s Choice winner was selected based on votes cast by the public at All results are audited for accuracy, including the judging and voting process.

The TOTY Awards are a critical fundraiser uniting the toy industry in support of children in need. The industry raised $1m, which directly supports TTF’s Diversity, Equity and Inclusion Pipeline programme fostering the next generation of diverse talent for the industry; the Play Grants programme, which improves paediatric care through play and the Toy Bank, which distributes toys to children in need around the world.

Follow TTF on LinkedIn, Instagram, and Facebook to learn more about the toy industry’s impact delivering play to children in need.

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


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