Licensed brands were firmly in the spotlight at the 2026 Toy of the Year (TOTY) Awards in New York, with Bluey named License of the Year and picking up an additional win in the Playset category.
By Tessa Clayton, Licensing Source.
POC Members picking up awards include:
- LEGO Jurassic World Dinosaur Fossils: Tyrannosaurus Rex Set (LEGO Systems): Construction Toy of the Year
- American Girl Disney Moana Collection (Mattel): Doll of the Year
- LEGO Game Boy (LEGO Systems): Kidult Toy of the Year
- Bluey (BBC Studios): License of the Year
- Bluey Supermarket Playset (Moose Toys): Playset of the Year
- Disney Stitch Ultimate Stitch Interactive Feature Plush (Just Play): Plush Toy of the Year
Held on 13 February at Pier Sixty, the annual awards – organised by The Toy Association – saw nearly 800 industry professionals gather to celebrate the year’s standout products. The event also raised more than $1 million for The Toy Foundation.
While Spin Master’s Primal Hatch was named overall Toy of the Year and Action Figure of the Year, licensed properties delivered several of the evening’s headline moments.
Bluey secured License of the Year for BBC Studios, underlining the preschool brand’s continued strength at retail, while the Bluey Supermarket Playset from Moose Toys was named Playset of the Year. The double win reinforces Bluey’s position as one of the most powerful licences in the global toy market.
“It’s an incredible honour to receive back‑to‑back TOTY License of the Year Awards,” commented Suzy Lee Raia, evp, global consumer products at BBC Studios. “This recognition reflects the enduring love for Bluey from our team and from generations of fans. With Bluey named the #1 Preschool Toys Property by Circana and Nielsen’s most‑streamed title for the second year running, we’re proud to celebrate this achievement with producers Ludo Studio and our fantastic partners who bring the Bluey spirit to life every day. We congratulate our partner Moose Toys on winning the TOTY for Playset of the Year for Bluey Supermarket Playset.”
The evergreen appeal of Pokémon was also evident, with the Pokémon Trading Card Game: Mega Evolution Elite Trainer Box from The Pokémon Company International taking the People’s Choice award after securing the highest number of online consumer votes.
Construction category honours went to the LEGO Jurassic World Dinosaur Fossils: Tyrannosaurus Rex Set, while the American Girl Disney Moana Collection from Mattel was named Doll of the Year. In plush, Disney Stitch Ultimate Stitch Interactive Feature Plush from Just Play LLC took the top spot.
Elsewhere, Exploding Kittens: The Board Game was named Game of the Year, and LEGO Game Boy was recognised as Kidult Toy of the Year, reflecting the continued growth of nostalgia-driven and adult-focused product lines.
During the evening, Melissa and Doug Bernstein, founders of Melissa & Doug, and Isaac Larian, founder and ceo of MGA Entertainment, were formally inducted into the Toy Industry Hall of Fame. The late Stanley Weston, inventor of the G.I. Joe action figure, was also honoured posthumously.
Commenting on the awards, Pamela Mastrota, executive director of The Toy Foundation, said: “The TOTY Awards celebration is a powerful reminder of the impact play has in children’s lives. Congratulations to this year’s winners and finalists for raising the bar on what it means to deliver meaningful, imaginative play experiences, and to the toy community for collectively raising more than $1 million to support The Toy Foundation’s mission. We are proud to channel the industry’s incredible passion for play into creating a momentous impact on children in need.”
Proceeds from the TOTY Awards will help expand The Toy Foundation’s work to increase toy distributions worldwide, fund more grants that bring play into children’s hospitals, and strengthen natural disaster response efforts. There are immediate opportunities to make an impact, including by participating in the Foundation’s online auction (open through February 17), which features specially curated offerings ranging from family-fun adventures to relaxing getaways, and making a cash donation online.
