Toy of the Year 2015

Hasbro’s Pie Face, Lego and Smyths Toys

triumph at the 51st Toy Industry Awards

Toy Fair, 24-26 January 2016, Olympia, London
Toy Industry Awards, 24 January 2016, Upper West Hall, Olympia, London


24 January 2016: Pie Face (Hasbro), Lego and Smyths Toys triumphed at this evening’s annual Toy Industry Awards winning Toy of the Year, Supplier of the Year and Toy Retailer of the Year, respectively.

Organised by the British Toy & Hobby Association with the Toy Retailers Association (TRA) – the awards were presented at the gala event held in Olympia’s Apex Room following the first day of the 63rd annual Toy Fair, which is currently taking place at Olympia in West London.

BTHA Chairman, Phil Ratcliffe, announced the winners of the Toy Retailer of the Year Awards, and TRA Chairman, Alan Simpson, unveiled the Toy and Supplier of the Year Awards. The full line up of winners follows:



Independent Toy Retailer of the Year Aladdin’s Cave
Specialist Multiple Toy Retailer of the Year (up to 5 stores) Toytown (Seaford)
Specialist Multiple Toy Retailer of the Year (up to 30 stores) Toy Barnhaus
Specialist Multiple Toy Retailer of the Year (over 30 stores) Smyths Toys
General Multiple Toy Retailer of the Year Argos
Department Store toy retailer of the year W J Daniel & Co
Online Toy Retailer of the Year Shop Direct
Overall Toy Retailer of the Year Smyths Toys



Collectable RANGE of the Year Shopkins, Flair
Construction Range of the Year Star Wars, Lego
Action Toy of the Year Nerf Modulus, Hasbro
Doll of the Year Disney Frozen Sing-Along-Elsa, Jakks Pacific
Interactive Toy of the Year Little Live Pets Bird Cage, Character
Creative Toy of the Year Wacky-tivities Kinetic Sand, Spin Master
Pre-School Toy of the Year Paw Patrol Paw Patroller, Spin Master
Innovative Toy of the Year IDo3D Deluxe 3D Design Studio, Flair
Feature Plush Toy of the Year Puppy Surprise, Trends UK
Toy Licence of the Year Frozen, Disney
Special Recognition Award EPOCH making toys
Personality of The Year Paul Dean, Mattel
Supplier of the Year Lego
Toy of the Year

Pie Face, Hasbro


Outstanding personal performance and achievement was celebrated by both sides of the industry. The Toy Retailers Association presented their Special Recognition Award to EPOCH making toys. The British Toy & Hobby Association presented Golden Teddy awards to Tom Beach of the toy industry’s technical and safety world, and Mike Frost of Generation Media. The Toy Retailers Association also paid tribute to the personal achievement of Paul Dean, retiring from Mattel, for his continuous commitment to supporting the independent sector throughout his career.

Phil Ratcliffe, Chairman of the BTHA: “On behalf of the BTHA, I would like to congratulate all the winners of this year’s Toy Retailer Awards. It was pleasing to see an increase in entries this year, especially from the independent sector and UK department stores. The judges deliberated long and hard to find this year’s winners because of the very high standard of entries received. Congratulations must also go to our worthy runners-up who, it should still be remembered, were the best in their categories, and our sincere thanks to everyone for their participation.”

Alan Simpson, Chairman of the TRA, added: “This has been a good year for our industry with buoyant sales and some recovery of margin. Those companies who were selected by our panel as worthy winners this year have each made unique contributions to that success with new  standards of excellence in licence marketing, toy design, innovation and service to the core channel of retailers, who reflect those same standards on-line and in the high street”