Toy of the Year Awards 2017


MGA’s L.O.L. Surprise and Spinmaster triumph at the 53rd Toy Industry Awards


Toy Fair, 23-25 January 2018, Olympia, London

Toy Industry Awards, 23 January 2018, Apex Room, Olympia London


23 January 2018: MGA’s L.O.L. Surprise and Spinmaster 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 65th annual Toy Fair, which is currently taking place at Olympia in West London.  


BTHA Chairman, Jon Diver, 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                                                             

Independent Toy Retailer of the Year                                                             

Specialist Multiple Toy Retailer of the Year (up to 5 stores)                      

Specialist Multiple Toy Retailer of the Year (up to 25 stores)                    

Specialist Multiple Toy Retailer of the Year (over 25 stores)                     

General Multiple Toy Retailer of the Year                                                      

Department Store Toy Retailer of the Year                                                   

Online Toy Retailer of the Year                                                                        


Overall Toy Retailer of the Year                                                                      




Action Toy of the Year                                                          Stretch Armstrong, Character Options                  

Pocket Money Toy of The Year                                            Pokémon Cards, Esdevium             

Interactive Toy of The Year                                                  Fingerlings, Jazwares              

Craze of The Year                                                                L.O.L., MGA                

Collectable Range of The Year                                             Hatchimals Collegtables, Spinmaster                  

Retro Toy of the Year                                                           Rubik's Cube, John Adams              

Game of The Year                                                                Dobble  Esdevium                    

Doll of The Year                                                                   Luvabella Spinmaster               

Creative Toy of The Year                                                     L.O.L. Fizz Maker, MGA                  

Pre-School Toy of The Year                                                 Paw Patrol Vehicles, Spinmaster                  

Electronic Toy of The Year                                                   Laser X, Character Options             

Licensor of The Year                                                                        Nickelodeon                 

Special Recognition Award                                                   Playmobil                    

Personal Recognition Award                                                 Dominic Geddes


Supplier of The Year                                                            Spinmaster      

Toy of the Year                                                                   L.O.L. Surprise, MGA                                                                                                                                                                                           …(cont)



Jon Diver, Chairman of the BTHA: “Congratulations on behalf of the BTHA to all the winners of this year’s Toy Retailer Awards – as always, it is a great pleasure to see such a high standard of entry and judges debated long and hard to determine this year’s winners. Recognition must also go to our worthy runners-up and big thanks must go to everyone for taking part.”


Alan Simpson, Chairman of the TRA, added:  “On behalf of the TRA, our congratulations to all the Award winners, and those with shortlisted products too. It wasn't an easy task selecting winners for categories which stood out in 2017. We can now all look forward to a successful 2018. I have no doubt it will be challenging, but together we can make it a success.”




Associations: The BTHA (British Toy & Hobby Association) and the TRA (Toy Retailers Association)


Toy Fair: Toy Fair takes place 23-25 January 2018 at Olympia in London. Please register at and pick up your badges onsite.


For press information, please contact:

Ravi Vijh at Bastion PR

Tel: 020 3841 7660 or at Toy Fair on 020 7598 6516.