After a breakout debut, The Toy Book’s Pulse of Play Awards™ return for a second round — and it’s time to show the world who’s making noise in toys, games, licensing, and everything that fuels the business of play.
Like every great sequel, this year’s program is bigger, better, and even more action-packed. For 2026, The Pulse of Play Awards has updated and expanded its categories to honor more companies, people, and partners who are turning big ideas into retail magic, social buzz, and unforgettable moments of connection. From product launches to licensing campaigns, retailers to inventors, this is where excellence gets its due.
Congratulations to the 2026 finalists! Click here for the official Pulse of Play Awards hub, and stay tuned — we’ll reveal the winners in February!
PURVEYORS OF PLAY
Display of the Year
Recognizing the most impactful product or brand display — retail or pop-up — that captured hearts and turned heads. This includes special sections, themed pull-togethers, endcaps, main aisle features, pallet trains, PDQs, and window displays.
- Keycraft Global x Lean In Bentonville | Value Priced Toys
- Paladone | WeCool Toys at Yas Mall’s Toys “R” Us in Abu Dhabi
- Target | Target x Stranger Things
- Walmart | Spark Your Collection
- ZURU | Ulta Mini Brands Display
Distributor of the Year
Honoring a distributor that delivers top-notch service, reliability, and reach across channels.
- ACD Distribution
- Asmodee North America
- EE Distribution
- Flat River Group
- Toysmith
Retailer of the Year (Mass, Mass Specialty — specialty stores with more than 10 locations)
Spotlighting a mass-market retailer that raised the bar in toy and game merchandising, promotion, sales, and experience.
- Amazon
- Five Below
- GameStop
- Target
- Toys “R” Us
- Walmart
Retailer of the Year (Independent, Specialty, Hobby)
Recognizing excellence among the independent and specialty toy retailers that keep play alive in local communities.
The Challenger
For small- to mid-sized companies that are innovating, gaining shelf space, and connecting with kids — and kids at heart — through trend-driven products, packaging, and activations.
- Innov8 Creative Academy
- PMI Kids’ World
- RMS USA
- The Loyal Subjects
- Wigglitz by ZB Designs
Manufacturer of the Year
Celebrating a company that drives innovation, design, and execution.
- Brickcraft
- CONNETIX
- EXG Pro
- Jazwares
- Mattel
- Monogram International Inc.
- The Nacelle Company
- Paladone WeCool
- Wigglitz by ZB Designs
- Zipstring
MARKETING MAESTROS
Product Launch of the Year
Celebrating the most effective, creative, and buzzworthy product launch.
- Jazwares | BLDR
- The Loyal Subjects | M.A.S.K. MDU (Mobile Defense Unit)
- Mattel | Barbie Fashionistas Doll with Type 1 Diabetes
- MGA Entertainment | Bratz X Mean Girls Spring Fling Collector Dolls
- Moose Toys | Gui Gui
- Playmates Toys | Mighty Morphin Power Rangers Re-Ignition
- Relatable | Cows in Space
- TOMY | Dōteki
- Ty Inc. | Beanie Bouncers
- Victury Sports | Ollyball Full-Force Indoor Sports
- Wigglitz by ZB Designs | Wigglitz
- ZURU | Mini Brands Fill The Fridge
Juvenile Product Launch of the Year
Honoring the most outstanding new product aimed at babies and toddlers — blending design, function, and developmental value.
- Goliath | Jelly Blox
- The LEGO Group | LEGO Bluey
- Mattel | Fisher-Price x Big Little Feelings
- Sunny Days Entertainment | Fisher-Price Potty Trainer
- United States Postal Service | Flybar x USPS Foot-to-Floor Toy
Cultural Moment of the Year
Honoring the products that connected with a wider audience beyond the toy industry and became a part of the mainstream conversation.
- Bandai Namco Toys & Collectibles America Inc. | The Summer of Tamagotchi
- Hasbro | Peppa Pig Introduces Baby Evie
- The LEGO Group | LEGO She Built That Event
- The Loyal Subjects | JEM 40th Anniversary Fashion Doll
- Mattel | Barbie Signature LeBron James Kenbassador Doll
Viral Hit of the Year
Honoring products or content that broke through the noise with massive engagement.
- Chompshop | Chompsaw
- CONNETIX | CONNETIX at Target
- Educational Insights | Playfoam Pluffle
- Funko | KPop Demon Hunters POP! Vinyl Figures
- Mattel | UNO Social Clubs
- MGA Entertainment | L.O.L. Surprise! Loves Hello Kitty and Friends
- PMI Kids’ World | UFC Punching Bag Capsule
- The Pokémon Company International | Pokémon Trading Card Game Pocket
- Relatable | Kollide
- RMS USA | Mystery Glitter Dumpling
- Sky Castle Toys | Sticki Rolls
- Spin Master | How to Train Your Dragon Plasma Blast Toothless
- Wigglitz by ZB Designs | Wigglitz
- ZURU | Fuggler
Influencer Activation of the Year
Recognizing influencer partnerships that connected authentically and drove buzz.
- Hasbro | Peppa Pig Introduces Baby Evie x Kylie Kelce
- Mattel | Barbie Fashionista with Type 1 Diabetes Launch
- Relatable | Trisha Paytas
- Moose Toys | Gui Gui Pop-Up Shows Up and Shows Out at The Grove
- MGA Entertainment | MGA Presents: Diss-mas Campaign featuring The Rizzler
The Cinematic Art of Selling Fun: Commercial of the Year
Celebrating the best TVC (TV commercial) for a toy or game intended for TV, digital, streaming, or display in a public forum (movie theaters, etc.).
- PMI Kids’ World | Fuggler Collectibles Series 1
- Spin Master | Superman Kaiju Slime Battle
- Paladone | WeCool Jelly Bands
- Just Play | Disney Stitch Ultimate Stitch Interactive Feature Plush
- Mattel | Barbie Dream Pool & Dreamhouse
- ZURU | Mini Brands Create Disney Snacks
- Moose Toys | FANDROP
- MAGNA-TILES | MAGNA-TILES Holiday Commercial: “Where Magic Connects”
- Spin Master | Kinetic Sand Squish Pizza
- PMI Kids’ World | UFC Collectible Line Series 1
CREATORS & INNOVATORS
Toy Inventor of the Year
Celebrating a creator or creative team whose toy innovation made a notable market impact.
- Bones & Friends | Marc Fetscherin, Bones is Back
- Chompshop | Kausi Raman, Max Liechty, Chompsaw
- EyeConnect Crafts | Erin Sparler
- Innov8 Creative Academy | Gavin Lawler
- Goliath | Goliath Team, Clickeez
- Loops Lab, Yona Segev
- MAGNA-TILES | Michael Bergmann, MAGNA-TILES Rail Racers
- Moose Toys | Moose Team, MrBeast Lab Mutators
- PMI Kids’ World | Christian Tremblay and Eitan Orgad, Booksy
- QUBS AS | Oscar Lhermitte, QUBS
- Smart Toys & Games | Scott Baumann
- Solobo Toys | Courtney Peebles
Game Inventor of the Year
Recognizing excellence in tabletop game development and design.
- Castle Clark Games | Haunted Halloween: The Trick-or-Treat Game
- Goliath | Goliath Team, in collaboration with the EA team for The Sims Board Game
- Hootenanny Games | Barry McLaughlin and Jason Lautenschleger for Feelin’ Cute
- Moose Toys | Moose Games Design Team, Bluey Hide & Seek Game
- Office Dog Games (Asmodee) | Bryan Bornmueller, The Lord of the Rings: The Fellowship of the Ring Trick-Taking Game
- The Op Games | Jason Tremblay, Tacta
Digital Studio/Team of the Year
Honoring outstanding achievements in creating new play experiences spanning video games, VR, AI, and tech.
- Abacus Brands
- Mattel Digital Studios
- Nintendo Entertainment Planning & Development
- Readyland
Location-Based Experience of the Year
Recognizing immersive events or installations that deliver new play or branded experiences.
- Bandai Namco Toys & Collectibles America Inc. | Tamagotchi USA Road Trip
- The Walt Disney Company | Amanda Rubinos Luna, Cody Hampton, Tatum Yusz — Disney Parks Product Development & Retail for the Disneyland Interactive Experience, Disneyland’s 70th Anniversary
- Gen Con | Gen Con 2025
- Hasbro | Club Furby at Santa Monica Pier
- The LEGO Group | San Diego LEGO-Con at Comic-Con International: San Diego 2025
- Mattel | Day Out With Thomas
- MGA Entertainment | MGA’s Miniverse Make It Minis activation at MAD Video Music Awards Greece 2025
- The Pokémon Company International | 2025 Pokémon World Championships
THE LICENSING BOOK
Crossover Collaboration of the Year
Highlighting unexpected, brand mashups that created fresh excitement.
- Basic Fun! | Care Bears x Wicked: For Good (Universal Products & Experiences x Cloudco Entertainment)
- Hasbro | Play-Doh x Barbie (Mattel x Hasbro)
- Innov8 Creative Academy | Deddy Bears x Liquid Death
- MGA Entertainment | Little Tikes x World of Bluey Collection (BBC Studios)
- Ultra PRO | Magic: The Gathering — Final Fantasy Accessories (Wizards of the Coast x Square Enix)
Licensed Collaboration/Program of the Year
Recognizing exceptional use of a brand in the hands of licensees and/or outbound licensing programs, bridging toys and consumer products.
- Abacus Brands x ESPN | ESPN Virtual Reality
- Hasbro | MONOPOLY
- Jazwares x Netflix | Stranger Things x Jazwares
- The Op Games x Dr. Seuss Enterprises | Flip 7 x The Grinch
- Playmates Toys x Paramount | Teenage Mutant Ninja Turtles “Knockoffs” Tubular Tortoise Karate Warriors
- PMI x UFC | PMI UFC Octagon Fighters
- Red Toolbox x Stanley Black & Decker | Red Toolbox Stanley Jr. Pretend Play Line
- ZURU x Ulta | Ulta Mini Brands
Entertainment-Driven Property of the Year
Spotlighting a property that drove merchandise demand through storytelling and fan engagement.
- BBC Studios | Bluey (BBC Studios, Ludo Studio)
- Hasbro | Peppa Pig
- Moose Toys | MrBeast Lab
- Netflix | KPop Demon Hunters
- The Pokémon Company International | Pokémon
- Universal Products & Experiences | How To Train Your Dragon
THE OVERALL PULSE OF PLAY AWARD
THE 2026 PULSE OF PLAY AWARD
The best of the best — awarded to the brand, company, or campaign that defined the year in play.
- Winner revealed in February 2026!
Authorized individuals and members of an industry panel submitted a field of nominees based on work and activations between November. 1, 2024, and November 1, 2025. An anonymous panel comprised of toy industry professionals and members of the Adventure Media & Events team (publishers of The Toy Book) narrowed the field to determine finalists and winners.
Program details, terms, and conditions are subject to change.
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