New York – November 07, 2026 -- The Toy Foundation named 122 finalists for the 2027 Toy of the Year (TOTY) Awards at the Chicago Toy & Game Fair (CHITAG) in Rosemont, IL. The list covers products such as buildable solar flowers, a plush tiger cub that grows and sensory toys. Winners in each category, plus the overall Toy of the Year and People's Choice Award honorees, will be announced in February 2027.
The reveal coincided with the start of CHITAG's Wishlist Weekend on Nov. 7-8, timed to holiday shopping lists.
Awards double as a fundraiser for The Toy Foundation's children's programs
All proceeds from the TOTY Awards benefit The Toy Foundation's Play Fund and Toy Chest programs, which deliver play to children in need worldwide. Executive director Pamela Mastrota said the awards celebrate the best in toys and games while "raising critical funds to bring play to children who need it most."
Public voting for the People's Choice Award runs through Jan. 6, 2027
Consumers can vote and browse finalists, including product images and shopping links, on ToyAwards.org. The People's Choice Award runs alongside the category honors.
Mattel finalists span eight categories, from action figures to preschool
Mattel, Inc. has entries in the Action Figure, Construction, Doll, Infant/Toddler, Kidult, Playset, Plush and Preschool categories. They include Disney and Pixar Toy Story 5 Ultimate Action Figures, KPop Demon Hunters HUNTR/X Singing Dolls and the Barbie DreamHouse. LEGO Systems, Inc. is nominated for products including the LEGO One Piece The Going Merry Pirate Ship, the LEGO Technic NASA Artemis Space Launch System Rocket and the LEGO Super Mario Donkey Kong Arcade.
Hasbro, Inc. entries include Power-Charge Spider-Man, Sanibel and Star Wars: Ultimate Grogu. Spin Master Ltd. is represented by Primal Hatch Megalodon Shark, Rubik's Rush and Stickerbox, among others.
Seven entertainment brands compete in the License of the Year category
The License of the Year finalists are Bluey (BBC Studios Americas), KPop Demon Hunters (Netflix), Pokémon (The Pokémon Company International, Inc.), Spider-Man (The Walt Disney Company), The Super Mario Galaxy Movie (NBCUniversal), Toy Story (The Walt Disney Company) and Transformers (Hasbro, Inc.).
Pokémon also has products in two other categories: the Pokémon Trading Card Game: 30th Celebration Elite Trainer Box in Collectible and the Pikachu 30th Celebration Plush in Plush.
Age-specific categories range from infant toys to products for adult collectors
Infant/Toddler finalists cover products for children up to age 3, such as the Fisher-Price Moves with You Turtle Walker and Toniebox Lite. Preschool targets ages 3-5. The Kidult category covers products for consumers 14 and older, including collector items, craft and model kits, and strategy games, with entries such as the Mattel Brick Shop Hot Wheels Lamborghini Miura and Disney Princess Mahjong Collector's Set.
Outdoor finalists include the Disney Mickey Mouse x F1 Battery Ride-On Car by HUFFY and the Fast & Furious Dodge Charger 12V Kids Ride-On Car by Hyper Toy Company, Inc.