Squishmallow, Mattel and Smyths triumph at the 58th Toy Industry Awards

Monday 23 January 2023: Squishmallow 7.5”, Mattel and Smyths triumphed at this year’s Toy Industry Awards winning Toy of the Year, Supplier of the Year and Toy Retailer of the Year, respectively. Two BTHA Special Recognition Awards were also presented to retail groups Toymaster and AIS for their and promotion of and commitment to independent retail.

The Industry Awards, are presented by the British Toy & Hobby Association (BTHA) and the Toy Retailers Association (TRA). For this year, the awards are being announced on the eve of London Toy Fair 2023, which is taking place at Olympia London.

The full line up of winners follows:


Independent Toy Retailer of the Year            (single store)                                Toys N Tuck

Independent Multi-Store Toy Retailer of the Year (multi store)                      Toy Barnhaus

Multiple Toy Retailer of the Year                                                                               SMF Toytown

Omnichannel Toy Retailer of the Year                                                                     Smyths Toys

Online Excellence Award                                                                                            The Very Group

Judges’ Special Recognition Award                                                                        Toymaster

Judges’ Special Recognition Award                                                                        AIS


Overall Toy Retailer of the Year                                                                        Smyths Toys




Action Toy of the Year                                Heroes of Goo-Jit-Zu Goo Shifters Hero Pack, Character Options

Construction Toy of the Year                    Hoth AT-ST, The LEGO Group

Kidult Toy of the Year                                 TECHNIC McLaren Formula 1™ Race Car, The LEGO Group

Most Innovative Toy of the Year               Little Live Pets Mama Surprise, Moose Toys

Heritage Toy of the Year                             Hot Wheels 1:64 car, Mattel

Doll of The Year                                             Rainbow High Core Fashion Assortment, MGA

Movie Licence of the Year                           Jurassic World, Mattel

Preschool Licence of the Year                    Gabby’s Dollhouse, Spin Master

Collectible Toy of The Year                         Pokémon Booster Cards , Asmodee

Toy of the Year                                        Squishmallow 7.5″, Jazwares                                        


Toy Supplier of the Year                       Mattel                         


Graham Canning, Chairman of the BTHA: “As we begin 2023, it is a fantastic opportunity to be able to recognise the outstanding achievements of our retail partners.  On behalf of the BTHA, I would like to congratulate all the winners of this year’s Toy Retailer Awards.  This year’s winners have shown excellent collaboration with suppliers and demonstrated creative initiative in retailing to customers in what was another challenging year. All our judges were impressed with the high standard of entries received and the achievements made in 2022 by all the retailer finalists – who should be highly commended. Congratulations must also go to our runners-up who, it should be remembered, were the best in their categories, and my sincere thanks goes to everyone for their participation.”

Alan Simpson, Chairman of the TRA, added: “Congratulations to all the winners of the Toy Industry Awards 2022. Last year had many challenges for every business across the country for both suppliers and retailers and this is a chance to reflect on how success can be achieved even in the tough times. Congratulations to my fellow retailers and to both the shortlisted, and the winners, of the top toys of 2022 and the suppliers that created them. This year, the selection committee chose winners that celebrate the richness of our industry from much-loved and continuous heritage brands to innovative newcomers, the year’s great success stories and the suppliers that make our retail job so much easier. I wish the industry a happy and successful 2023”.

As a result of the continued redevelopment work at Olympia London, and with many retailers and toy suppliers in attendance at the event, a special presentation of awards will be given to winners during the exhibition.  Photographs of winning retailers and suppliers will be published online on Wednesday 25th January. Whilst it had been hoped that a physical presentation of Industry Award winners could take place this year, venue redevelopment work at Olympia London would not allow for this in 2023, however a return to a live Industry Awards event will be sought in future when feasible.