Toy Association names 122 finalists for 2027 awards

The Toy Association has announced its list of 122 finalists for the 2027 Toy of the Year (TOTY) Awards. The selection covers a diverse range of categories, emphasizing recent shifts in consumer demand toward solar-powered construction sets and interactive robotics.

Industry analysts note that this year's finalists reflect broader market trends, particularly the focus on tactile and sensory-driven play. The list includes a mix of established global brands and smaller independent manufacturers, all of which will compete for final recognition in their respective segments.

Winners will be determined through a combination of industry voting and consumer feedback. The awards are viewed as a key indicator of market performance leading into the holiday season, helping retailers gauge consumer interest in specific toy categories.

The final award recipients will be announced following the concluding phase of the judging process, marking the industry's official start to the upcoming trade calendar.