2026 Toy of the Year® Winners Shine at Toy Industry's Biggest Night

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Feb 13, 2026, 23:48 ET

Primal Hatch Takes Home Coveted "Toy of the Year" Award;
Pokémon TCG: Mega Evolution Elite Trainer Box Wins "People's Choice" Award

NEW YORK, Feb. 13, 2026 /PRNewswire/ -- The toy industry rolled out the purple carpet tonight at the 2026 Toy of the Year® (TOTY®) Awards, also known as the "Oscars" of the toy industry, which honored the most creative and innovative toys and games of the year. The TOTY Awards program and gala raised over $1 million in support of The Toy Foundation™ (TTF), the philanthropic arm of The Toy Association™, which unites the philanthropy of the toy industry to deliver play to millions of children in need.

With the theme "Champions of Play," nearly 800 toy and play professionals came together at Pier Sixty in New York City to toast excellence in toys, games, innovation, and philanthropy.

Primal Hatch (Spin Master Ltd.), an interactive T. rex that hatches from an egg and can be trained by kids, earned the evening's top honors, taking home the prestigious "Toy of the Year" award. Primal Hatch also won in the "Action Figure of the Year" category. The Pokémon Trading Card Game: Mega Evolution Elite Trainer Box (The Pokémon Company International), which celebrates the return of the Mega Evolution Pokémon to the globally popular TCG with new artwork and collectible components, took home the "People's Choice" award for pulling in the most online votes from consumers.

In addition to the Toy of the Year and People's Choice awards, TOTY Awards were handed out in 16 categories and given to the following:

Primal Hatch (Spin Master Ltd.): Action Figure of the Year
Wigglitz (ZB Designs): Collectible of the Year
LEGO Jurassic World Dinosaur Fossils: Tyrannosaurus rex Set (LEGO Systems, Inc.): Construction Toy of the Year
ChompSaw (Chompshop, Inc.): Creative Toy of the Year
American Girl Disney Moana Collection (Mattel, Inc.): Doll of the Year
My Robotic Pet: Coding Chameleon (Thames & Kosmos): Educational Toy of the Year
Exploding Kittens: The Board Game (Exploding Kittens, Inc.): Game of the Year
Play Tab (Fat Brain Toy Co.): Infant/Toddler Toy of the Year
LEGO Game Boy (LEGO Systems, Inc.): Kidult Toy of the Year
Bluey (BBC Studios): License of the Year
PoppinColorz Galactic Color Bubble Machine (South Beach Bubbles): Outdoor Toy of the Year
Bluey Supermarket Playset (Moose Toys LLC): Playset of the Year
Disney Stitch Ultimate Stitch Interactive Feature Plush (Just Play LLC): Plush Toy of the Year
Mini Farmstand Sorting Set (Learning Resources, Inc.): Preschool Toy of the Year
Anywhere Sports - Silent Basketball (Thin Air Brands LLC): Specialty Toy of the Year
BRIO World Pull Back Train Set (Ravensburger North America, Inc.): Vehicle of the Year

During the evening, Melissa and Doug Bernstein, founders of Melissa & Doug, and Isaac Larian, founder & CEO of MGA Entertainment, were celebrated with their formal inductions into the esteemed Toy Industry Hall of Fame. The Hall of Fame's posthumous inductee, Stanley Weston, inventor of the G.I. Joe action figure and founder of Leisure Concepts, was also honored. Toy Industry Hall of Fame inductees are showcased in a state-of-the-art exhibit at The Strong National Museum of Play in Rochester, New York.

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.

"The TOTY Awards celebration is a powerful reminder of the impact play has in children's lives," said Pamela Mastrota, executive director of The Toy Foundation. "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."

At the gala, The Toy Association also introduced the Alan G. Hassenfeld Humanitarian Award in honor of the late Alan Hassenfeld, former CEO of Hasbro and prominent industry philanthropist. This award will annually honor an individual or company in the toy and play industry, or a child-focused field, that truly embodies Hassenfeld's spirit, recognizing bold leadership grounded in humanitarianism, philanthropy, and an unwavering commitment to put a smile on every child's face.

Click here for more information about the TOTY Awards voting and selection process.

Follow The Toy Foundation on LinkedIn, Instagram, and Facebook for updates and to learn more about the toy industry's impact delivering play to children in need.

About The Toy Foundation™ toyfoundation.org
The Toy Foundation (TTF) is a 501 (c)(3) children's charity and philanthropic arm of The Toy Association. The uniting force for the collective philanthropy of the toy industry for the benefit of all children in need, TTF works with small, medium, and large companies to create a world where every child experiences the comfort, joy, and extraordinary physical, emotional, and educational benefits of play. Thanks to the toy industry's support, TTF has delivered play to more than 34 million children in need around the world.

About The Toy Association™ toyassociation.org / toyfoundation.org / peopleofplay.com / thegeniusofplay.org / playsafe.org
Founded in 1916, The Toy Association^™, Inc. is the business trade association representing all businesses involved in creating and delivering toys and youth entertainment products for kids of all ages. The Toy Association leads the health and growth of the U.S. toy industry, which has an annual U.S. economic impact of $155.7 billion, and its roughly 800+ members drive the annual $45.6 billion U.S. domestic toy market. The Toy Association serves as the industry's voice on the developmental benefits of play and promotes play's positive impact on childhood development. The organization has a long history of leadership in toy safety, having helped develop the first comprehensive toy safety standard more than 40 years ago, and remains committed to working with medical experts, governments, consumers, and the industry on ongoing programs to ensure safe and fun play.

As a global leader, The Toy Association produces the world-renowned Toy Fair^™ in New York City; hosts marketplace activities in Los Angeles; engages in state, federal, and international advocacy on behalf of its members; supports the inventor and design community through People of Play™ and its numerous assets and events, including the consumer-facing Chicago Toy & Game Fair; sustains the Canadian Toy Association; acts as secretariat for the International Council of Toy Industries and International Toy Industry CEO Roundtable; and chairs the committee that reviews and revises America's widely emulated ASTM F963 toy safety standard. The Toy Association's philanthropic arm is The Toy Foundation^™, a 501 (c)(3) children's charity that acts as the uniting force for the collective philanthropy of the toy industry. To date, The Toy Foundation has delivered the joy of play to 33 million children in need worldwide.

SOURCE The Toy Foundation