The annual awards recognise best-in-class toys and games across categories ranging from wooden and outdoor toys to ride-ons. 

A number of toy companies have been celebrating in recent days following the announcement of the 11th annual Loved by Parents award winners, the full list of which can be found below.

Widely considered a leading accolade by those who receive them, the awards are decided by parent testers who put all products through their paces before deciding on the winners.

MGA Entertainment scooped three LBP awards for L.O.L Surprise!  across the Best Doll, Best Activity Toy and Best Interactive Toy categories. Samantha Wilson, marketing director at MGA Entertainment UK, said: “2021 has been another incredibly successful year for L.O.L. Surprise! and these awards are testament to the brand’s continuing success in the toy market. Through new and exciting product innovation and creativity, L.O.L Surprise! continues to maintain its position as the best-selling collectible brand in the UK.”

Zapf Creation’s Baby Annabell also triumphed, with its Baby Annabell, Baby Alexander and Baby Leah 43cm dolls receiving Gold in the Best Role Play Toy category.

Kasia Leskow, Zapf Creation Marketing Manager, commented: “Baby Annabell is a brand that is loved and recognised by parents and children alike and these awards are testament to its continued success in the toy market over the last two decades. We’re absolutely thrilled to have received this level of recognition from such a highly regarded source, and we look forward to continuing to innovate with our Baby Annabell dolls, supporting nurturing play and implementing positive change, caring for children and their future.“

Other winners include the Northern Irish wooden indoor climbing frame start-up Sawdust and Rainbows, which took home an impressive three Platinum LBP awards. The team is clearly delighted with the result, a major boon for a young company. Managing director Rosie Hughes said: “We are delighted with these awards. I have poured my heart and soul into designing and safety testing the Wee’Un, and to receive three Platinum awards is beyond my wildest dreams.”

Rosie added: “The whole team has worked so hard and has really pulled through during the challenging times recently. Everyone at Sawdust and Rainbows is ecstatic to have had such a fantastic result. I could not have done it without the talent and dedication of my small team. I would like to take this opportunity to thank them for making it happen.”

Mookie, meanwhile, was presented with no less than seven Platinum awards out of a total of 11 wins across a variety of products including the TP 4 in 1 Trike Dino Discovery, the TP Splash & Play Happy Chef Mud Kitchen, the TP Treehouse Wooden Play Tower, and Early Fun All Surface Swingball.

“We’re delighted with the accolades that our products received at the Loved by Parents Awards this year,” commented Kyle Maglione, international Marketing and E-commerce manager at Mookie Toys. “The fact that the winning products are voted for by the public makes the achievement even more special, so we extend our thanks to everyone who voted. It’s an exciting year for our outdoor toy collection, with brand refreshes and lots of new introductions joining our popular lines, so these award wins are getting the summer season off to a fantastic start!”

The full list of winners is as follows:

Best Doll
L.O.L. OMG Dance Dance Dance Fashion Doll, MGA Entertainment – Platinum
Sparkle Girlz Hair Dreams by Zuru – Gold
L.O.L. Surprise! Big B.B.s, MGA Entertainment – Silver

Best Role-Play Toy
GLTC Coffee Cup Wooden Toy Kitchen – Platinum
Baby Annabell/Baby Alexander/Baby Leah – Gold
Little Tikes First Self-Checkout Stand – Platinum

Best Soft Toy
Rainbocorns Wild Heart Surprise Series 3 by Zuru – Platinum

Best Ride on 1-3yrs
Y Glider Luna – Platinum

Best Pre-School Toy
TP 4 in 1 Trike Dino Discovery – Platinum
Orchard Toys First Jungle Friends Jigsaw Puzzle – Gold

Best Toddler Toy
Orchard Toys First Jungle Friends Jigsaw Puzzle – Platinum
TP Splash & Play Happy Chef Mud Kitchen – Platinum
Tonies Toniebox – Gold
TP 4 in 1 Trike Dino Discovery- Silver

Best Educational Toy
Tonies Toniebox – Platinum Yoto Player – Gold
Orchard Toys Dino-Snore-Us Game – Silver

Best Wooden Toy 0-1yrs
Sawdust and Rainbows Wee’Un – Platinum

Best Wooden Toy 1-3yrs
Sawdust and Rainbows Wee’Un – Platinum

Best Activity Toy 0-1 yrs
Sawdust and Rainbows Wee’UN – Platinum

Best Activity Toy 3-6 yrs
TP Treehouse Wooden Play Tower – Platinum
Early Fun All Purpose Swingball – Gold
TP Splash & Play Happy Chef Mud Kitchen – Silver

Best Activity Toy 6+
L.O.L. Surprise! Dance Machine, MGA Entertainment – Platinum

Best Outdoor Toy 1-3yrs+
TP 4 in 1 Trike Dino Discovery – Platinum Y Glider Luna – Gold

Best Outdoor Toy 3-6yrs+
TP Treehouse Wooden Play Tower – Platinum
Early Fun All Purpose Swingball – Gold
TP Splash & Play Happy Chef Mud Kitchen – Gold
Crazy Bunch O Balloons – Silver

Best Interactive Toy 3+
Crazy Bunch O Balloons, Zuru – Platinum

Best Interactive Toy 6+
L.O.L. Surprise! O.M.G. 4-In-1 Glamper, MGA Entertainment – Platinum

Best Innovative Toy 2021
SmartMax My First Acrobats- Platinum
Yoto Player – Gold
Orchard Toys Dino-Snore-Us Game – Silver

Best Musical Toy
Tonies Toniebox – Platinum

Best Stimulative Toy 1-3 yrs
Platinum SmartMax My First Acrobats – Platinum

Best Construction Toy 1-3 yrs
SmartMax My First Acrobats – Platinum

Best Toy Design
GLTC Coffee Cup Wooden Toy Kitchen – Platinum

Best Ride On 1-3 yrs+
TP Toys 4 in 1 Trike Dino Discovery – Platinum