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It was a tussle of the titans as play professionals and toy fans around the globe celebrated the Toy Association’s 21st annual Toy of the Year Awards this weekend, with both Mattel and LEGO emerging with four award wins each.
This year’s online event peeled back the curtain on what is normally an industry-exclusive ceremony held in New York City, allowing play enthusiasts from around the world to witness an all-virtual ceremony of the awards labelled as ‘the Oscars of the toy industry.’
During the livestream, viewers witnessed the overall Toy of the Year Award go to Hasbro’s Star Wars: The Child Animatronic Edition Toy, a product that also scooped Innovative Toy of the Year, as well as watch global toy makers Mattel and LEGO score no fewer than four award wins a piece.
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Pokemon, Super Mario, Star Wars The Mandalorian, and PAW Patrol are just some of the leading children’s brands to have won big this weekend when the annual Toy of the Year awards hosted an all-virtual event to reveal its winners.
A tussle of the titans ensued as the awards – recognised as the ‘Oscars of the toy industry’ – watched global toy makers LEGO and Mattel emerge with no fewer than four award wins each, with the likes of LEGO’s Super Mario play-sets and Mattel’s The Mandalorian The Child Plush thrust into the spotlight.
License of the Year went to Disney for The Mandalorian, while the Pokemon Trading Card Game took home Game of the Year. Pre-school Toy of the Year was swept up by Spin Master and its PAW Patrol franchise, while Playmibile drove home at 88mph with the Vehicle of the Year award for its Back to the Future DeLorean play-set.