The winners of the 2024 Toy Industry Awards were announced last night at Toy Fair (21–23 January, Olympia London), with Wow! Stuff, Smyths and Spin Master Toys UK winning Toy of the Year, Toy Retailer of the Year and Supplier of the Year, respectively.
In addition, the two trade associations that presented the awards each gave special awards on the night. The British Toy & Hobby Association (BTHA) presented a Judges’ Special Recognition Award to The Entertainer for its successful toy aisle franchise with TESCO in 2024, and Moons Toymaster for outstanding work in the promotion of independent toy retail, matched with excellent supplier partnership. The BTHA also announced that Derek Scott has been awarded the Golden Teddy Award, recognising his exceptional contribution to the toy industry.
The Toy Retailers Association (TRA) presented its Outstanding Contribution to Toy Retail Award to Alan Simpson to honour his dedication, commitment and excellent contribution to toy retailing. Simpson has made outstanding contributions through the leadership of his toy retail business, SMF Toytown, and through many years of leadership of the industry’s retail association. He started his retail business in 1979 with one store turning over £32,000 and has built it up over the intervening years to more than 30 stores, turning over £23 million. He took on the leadership of the Toy Retailers Association for 20 years, first joining the board in May 2004 and then in his role as Chairman from 2011 to 2024, leading the industry through changing, and sometimes challenging, times for toy retailing.
The Industry Awards are presented by the British Toy & Hobby Association (BTHA) and the Toy Retailers Association (TRA) on the first evening of London Toy Fair 2025, which is taking place at Olympia Events London.
The full line-up of winners is as follows:
TOY RETAILER OF THE YEAR WINNERS:
Independent Toy Retailer of the Year (single store) – JJ Toys
Independent Multi-Store Toy Retailer of the Year (multi store) – David Rogers Toymaster
Toy Department – Daniel Department Store
Multiple Toy Retailer of the Year – Smyths
Omnichannel Toy Retailer of the Year – Smyths
Online Excellence Award – The Very Group
Judges’ Special Recognition Award – The Entertainer
Judges’ Special Recognition Award – Moons Toymaster
Overall Toy Retailer of the Year – Smyths
TOY AND SUPPLIER OF THE YEAR AWARDS:
Preschool Toy of the Year – Bluey 3-in-1 Transforming Plane Playset, Moose Toys
Action Toy of the Year – Despicable Me 4 The Ultimate Fart Blaster, Moose Toys
Creative Toy of the Year – Sticki Rolls Sticki Book Pack, Character Options
Kidult Range of the Year – Icons Botanicals, The LEGO® Group
Game of the Year – UNO Show Em No Mercy, Mattel UK
Interactive Toy of the Year – Hex Bots Wall Crawler Gecko, Spin Master Toys UK Ltd
Best New Property of The Year – Mr Beast, Moose Toys
Doll of the Year – Monster High Wednesday Doll, Mattel UK
Collectible Toy of the Year – Sylvanian Families Blind Bags, Epoch Making Toys
Toy Supplier of the Year – Spin Master Toys UK Ltd
Toy of the Year – RealFX Disney Stitch Puppetronic, Wow! Stuff
Simon Pilkington, chairman of the BTHA, commented: “As we step into 2025, it is a privilege to honour the incredible achievements of our retail partners over the past year. On behalf of the BTHA, I want to congratulate all the winners of this year’s Toy Retailer Awards. Each has displayed exceptional creativity, and innovation in delivering an outstanding retail experience to their customers while fostering strong collaboration with suppliers. In what continues to be a challenging retail landscape, these winners have gone above and beyond, setting a high standard for the industry through their dedication and hard work.”
Geoff Sheffield, chairman of the TRA, added: “2024 was a difficult year for many in the toy business, so the awards night was a welcome interval to pause and reflect on the successes of the past year and exalt the excellence that our industry can deliver, even in tough times. The nominees and winners were the very best toys and suppliers across the year. The winning toys displayed the best innovation, licence collaborations and customer engagement – from our youngest fans in the preschool range to our oldest enthusiasts in the kidult category.”
