Winners of 58th Toy Industry Awards revealed

Published on: 24th January 2023

Squishmallows, Mattel and Smyths have triumphed at the 58th annual Toy Industry Awards, with the full list of winners announced on the eve of London Toy Fair.

Toy Industry AwardsSquishmallows, Mattel and Smyths have scooped the big wins at this year’s Toy Industry Awards, taking home Toy of the Year (7.5" Squishmallows), Supplier of the Year and Toy Retailer of the Year respectively. Two BTHA Special Recognition Awards were also presented to retail groups Toymaster and AIS for their promotion of and commitment to independent retail.

The Toy Industry Awards are presented by the British Toy & Hobby Association (BTHA) and The Toy Retailers Association (TRA). This year, the awards have been announced on the eve of London Toy Fair 2023, which is taking place at Olympia London from 24th-26th January.

The full line up of winners is as follows:

Toy Retailer of the Year

  • Independent Toy Retailer of the Year (single store) - Toys N Tuck
  • Independent Multi-Store Toy Retailer of the Year (multi store) - Toy Barnhaus
  • Multiple Toy Retailer of the Year -SMF Toytown
  • Omnichannel Toy Retailer of the Year - Smyths Toys
  • Online Excellence Award - The Very Group
  • Judges’ Special Recognition Award - Toymaster
  • Judges’ Special Recognition Award - AIS

Overall Toy Retailer of the Year - Smyths Toys

Toy and Supplier of the Year

  • Action Toy of the Year - Heroes of Goo-Jit-Zu Goo Shifters Hero Pack, Character Options
  • Construction Toy of the Year - Hoth AT-ST, The Lego Group
  • Kidult Toy of the Year - Technic McLaren Formula 1 Race Car, The Lego Group
  • Most Innovative Toy of the Year - Little Live Pets Mama Surprise, Moose Toys
  • Heritage Toy of the Year - Hot Wheels 1:64 car, Mattel
  • Doll of The Year - Rainbow High Core Fashion Assortment, MGA Entertainment
  • Movie Licence of the Year - Jurassic World, Mattel
  • Preschool Licence of the Year - Gabby's Dollhouse, Spin Master
  • Collectible Toy of The Year - Pokémon Booster Cards, Asmodee

Toy of the Year - Squishmallows 7.5", Jazwares                                                

Toy Supplier of the Year - Mattel        

Graham Canning, chairman of the BTHA, commented: “As we begin 2023, it is a fantastic opportunity to be able to recognise the outstanding achievements of our retail partners. On behalf of the BTHA, I would like to congratulate all the winners of this year’s Toy Retailer Awards. This year’s winners have shown excellent collaboration with suppliers and demonstrated creative initiative in retailing to customers in what was another challenging year. All our judges were impressed with the high standard of entries received and the achievements made in 2022 by all the retailer finalists - who should be highly commended. Congratulations must also go to our runners-up who, it should be remembered, were the best in their categories, and my sincere thanks goes to everyone for their participation.”

Alan Simpson, chairman of the TRA, added: “Congratulations to all the winners of the Toy Industry Awards 2022. Last year had many challenges for every business across the country for both suppliers and retailers and this is a chance to reflect on how success can be achieved even in the tough times. Congratulations to my fellow retailers and to both the shortlisted, and the winners, of the top toys of 2022 and the suppliers that created them. This year, the selection committee chose winners that celebrate the richness of our industry from much-loved and continuous heritage brands to innovative newcomers, the year’s great success stories and the suppliers that make our retail job so much easier. I wish the industry a happy and successful 2023”.

As a result of the continued redevelopment work at Olympia London, and with many retailers and toy suppliers in attendance at the event, a special presentation of awards will be given to winners during the exhibition. Photographs of winning retailers and suppliers will be published online on Wednesday 25th January.

Whilst it had been hoped that a physical presentation of Toy Industry Award winners could take place this year, venue redevelopment work at Olympia London would not allow for this in 2023: however, a return to a live Industry Awards event will be sought in future when feasible.


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