Pokémon Trading Cards, Smyths and Asmodee won the ultimate accolades at the 2025 Toy Industry Awards
Smyths and Asmodee triumphed at the 2025 Toy Industry Awards winning Toy Retailer of the Year and Toy Supplier of the Year respectively. Pokémon Trading Cards, also distributed by Asmodee, won the accolade of Toy of the Year.
In addition, the British Toy & Hobby Association (BTHA) presented a Judges’ Special Recognition Awards to The Entertainer for the continued supplier collaboration and expansion of their go-to-market strategies over the past 12 months, and to My Small World in Bath for their unique and innovative independently run toy shop.
See below for the full line up of winners.
Toy and Supplier of the Year Awards
“The TRA awards have always recognised products, but in doing so we are also celebrating the teams that make them a success – the creatives who invent them, the sales and marketing teams that support them, and the relationships with retailers that help us to make those products sell. Congratulations to all those that were shortlisted, and particularly to the winners. Thank you all for making this such a vibrant and creative industry to work in.”
Geoff Sheffield, Chairman of the TRA
Toy Retailer of the Year Winners
“It is a real pleasure to celebrate the outstanding achievements of our retail partners over the past year. On behalf of the BTHA, I would like to offer my warmest congratulations to all the winners of this year’s Toy Retailer Awards. Each has demonstrated exceptional creativity and innovation, delivering outstanding retail experiences for customers while building strong and collaborative relationships with suppliers. In what remains a challenging retail environment, these winners have truly gone the extra mile, setting an impressive benchmark for the industry through their commitment, resilience and passion. The judges were hugely impressed by the calibre of entries received, which is a testament to the talent and dedication shown by all of our finalists. I would also like to recognise our runners-up, whose entries showcased excellence across every category. Thank you to everyone who took part and helped make this year’s awards a vibrant celebration of the very best our industry has to offer!”
Colin Houlihan, Chairman of the BTHA