The finalists for the 2027 Toy of the Year Awards (TOTY) were revealed at Chicago Toy and Game Fair.
This year’s TOTY finalists (see “Game, Toy Awards, Nominees“) were announced on the main stage at Chicago Toy & Game Fair on November 7, 2026. There were 122 finalists across 17 categories dedicaed to toys, games, and collectibles. By far, the most interesting category of the year was the Kidult Toy of the Year, which was specifically for toys, games, and collector items that target the 14 and up demographic (see “The Rise of the Kidult“). Here are some of the highlights in relation to the hobby retail channel:
Action Figure of the Year: Disney and Pixar Toy Story 5 Ultimate Action Figures by Mattel, Inc.; Dungeons & Dragons Questers by Basic Fun!; LEGO Spider-Man Hero Figure by LEGO Systems, Inc.; Power-Charge Spider-Man by Hasbro, Inc.; Primal Hatch Megalodon Shark by Spin Master Ltd.; Teenage Mutant Ninja Turtles x G.I. Joe Action Figures by Playmates Toys, Inc. and Super Mario Yum Yum Yoshi! by JAKKS Pacific.
Collectible of the Year: Clickeez Series 3: Bubble Pops by Goliath North America; Happy Haul by Just Play LLC; LEGO Minifigures Shrek Series by LEGO Systems, Inc.; Magic Jellykins by Spin Master Ltd.; Mini Brands Fill The Fridge Playset by ZURU, Inc.; NeeDoh by Schylling Toys and Pokemon Trading Card Game: 30th Celebration Elite Trainer Box by The Pokémon Company International, Inc.
Game of the Year: CATAN – On the Road by Asmodee North America, Inc.; Foosbots Rivals Cup by Fat Brain Toy Co.; Kanoodle Party by Educational Insights; Rubik’s Rush by Spin Master Ltd.; Rump Race by PlayMonster Group LLC; Sanibel by Hasbro, Inc. and Tonieplay Monopoly Real Estate Rush Game by tonies USA.
Kidult Toy of the Year: Disney Princess Mahjong Collector’s Set by The Noble Collection; Dungeons & Dragons Stranger Things: Welcome to the Hellfire Club by Hasbro, Inc.; LEGO Super Mario Donkey Kong Arcade by LEGO Systems, Inc.; Mattel Brick Shop Hot Wheels Lamborghini Miura by Mattel, Inc.; MGA’s Miniverse Real Music Record Player by MGA Entertainment; SmartGames IQ Puzzler Deluxe by Smart Toys and Games, Inc. and Star Wars: Ultimate Grogu by Hasbro, Inc.
License of the Year: Bluey by BBC Studios Americas; K-Pop Demon Hunters by Netflix; Pokemon by The Pokemon Company International, Inc.; Spider-Man by The Walt Disney Company; The Super Mario Galaxy Movie by NBCUniversal; Toy Story by The Walt Disney Company and Transformers by Hasbro, Inc.
Plush Toy of the Year: Disney Lilo & Stitch Cuddle Tonie by tonies USA; Disney and Pixar Toy Story 5 Bullseye Weighted Plush by Mattel, Inc.; furReal Gabby the Glow & Roar Tiger by Just Play LLC; GUND Forever Friends Promise by Spin Master Ltd.; LeapFrog My Best Pal Scout by VTech Electronics North America LLC; Pikachu 30th Celebration Plush by The Pokemon Company International, Inc. and ScruffaLuvs Mom & Baby by Moose Toys LLC.
Source: ICV2
