Gabby’s Dollhouse, Toymaster, AIS among Toy Industry Awards winners

The winners of the 58th Toy Industry Awards have been revealed on the eve of this week’s Toy Fair at London’s Olympia.

Squishmallow 7.5″, Mattel and Smyths triumphed – winning Toy of the Year, Supplier of the Year and Toy Retailer of the Year respectively, while Gabby’s Dollhouse from Spin Master was named Preschool Licence of the Year.

Two BTHA Special Recognition Awards were also presented to retail groups Toymaster and AIS for their promotion of and commitment to independent retail.

The awards are presented by the British Toy & Hobby Association (BTHA) and the Toy Retailers Association (TRA).

The full line-up of winners is as follows:

Toy Retailer of the Year Winners

  • 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


Toy and Supplier of the Year Awards

  • 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
  • Collectable Toy of the Year: Pokémon Booster Cards, Asmodee
  • Toy of the Year: Squishmallow 7.5″, Jazwares
  • Toy Supplier of the Year: Mattel


“As we begin 2023, it is a fantastic opportunity to be able to recognise the outstanding achievements of our retail partners,” commented Graham Canning, chairman of the BTHA. “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, continued: “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.”

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