Icon für Kategorie

Baby & Infant

Icon für Kategorie PreSchool

PreSchool

Icon für Kategorie SchoolKids

SchoolKids

Icon für Kategorie Teenager & Adult

Teenager & Adult

Icon für Kategorie

Startup

Icon für Kategorie Sustainability

Sustainability

Category Baby&Infant (0-3 years)

my first tonies (tonies GmbH)

My First Tonies for the Toniebox offer listening experiences for children from one year old. Soft, easy-to-grasp figures introduce toddlers to wonderful sound worlds through short stories and simple vocabulary games. In the Jungle Set, they jump from branch to branch with a monkey or roam the jungle with a tiger. In the Farm Set, they meet neighing horses and grunting pigs. Especially age-appropriate are the short 12-minute stories and the way the figures—cow, parrot, and others—encourage independent play. The jury awarded the winner in the Baby & Infant category for its combination of age-appropriate storytelling and sensory engagement.

Category PreSchool (3-6 years)

der berg ruft (Hutter Trade GmbH & Co KG HUCH!)

This engaging game introduces children up to six years old to the trendy sport of climbing—safely at home. The vertical game setup, where two climbing teams compete, is unusual. Which team secures the best holds and climbs the wall fastest? Young climbers must estimate rope length for each move while keeping track of all their team members. This develops dexterity and strategy. The jury awarded the game the PreSchool category winner for its coherent overall package and varied gameplay.

Category SchoolKids (6-10 years)

Temple twist (Franckh-Kosmos Verlags-GmbH & Co. KG)

When it’s time to find the treasure chambers together, the whole family becomes temple knights! Watch out—the temple can rotate or change each turn. Players must cooperate to keep track of their goal. Temple Twist is a cooperative game for all ages. Action cards guide players through the 3D labyrinth, requiring them to think ahead without seeing all the cards. The jury awarded it for its innovative gameplay and quality. Bonus points: it’s easy to set up and can be played solo or in a group.

Category Teenager & Adults (10 years+)

CluePuzzle – The Wonderbox of Alice (iDventure GmbH)

CluePuzzle – The Wonderbox of Alice combines classic 3D puzzling with escape-game mechanics. Over 180 wooden pieces form a functional puzzle box with locks and moving parts. Figures like the Cheshire Cat, White Rabbit, and Mad Hatter provide clues and logical tasks integrated with the box’s structure. Only by solving the puzzles correctly can the locks be opened. The multi-step gameplay challenges logic, persistence, and spatial thinking—solo or together. The jury recognized the winner for combining puzzle, challenge, and mechanics with a clear, structured experience.

Category StartUp

beaver Edu construction kit (BEAVER EDU SAL)

Newcomer Beaver Edu presents the Beaver Edu Construction Kit, a simple and safe craft toy. The building materials are real wood sticks, which little tinkerers can cut to the desired length using the patented cutting tool. Imaginative structures are created by connecting the sticks with the plug-in joints. The set comes with 22 design suggestions, but you can build an infinite number of your own constructions – especially since you can easily buy new sticks at the hardware store! The jury members chose the innovative construction set as the winner in the StartUp category. They like the combination of technical thinking and crafting, as well as the expansion possibilities offered by new sticks and your own designs.

Category Sustainability

Arches (Waytoplay Toys)

The Arches construction set from Waytoplay Toys is particularly notable for its clear, arched shape: children can use it to build bridges, tunnels, hills, or imaginative figures. The innovative click system connects the pieces firmly and stably without magnets or additional materials, but can be easily disconnected again. Made from recycled plastic in Europe (mainly from old refrigerators), Arches combines sustainability with free, screen-free play. The jury selected the set as the winner for its clever geometry, high-quality workmanship, and endless creative potential.

TIMELINE

Jury

Jury Mitglied

Andreas Schäfer has been Managing Director of idee+spiel GmbH, one of the most successful specialised trade cooperations for leisure, hobbies and games, since October 2011. Mr. Schäfer entered the toy industry in 1990 after his training as a retail salesman and a 4-year engagement in the EDP accessories trade and has gathered 20 years of experience at home and abroad to date.

Andreas Schäfer, idee+spiel GmbH, Managing Director
Andrew Dobbie

As founder of the British consulting company Gameplan Europe, Andrew Dobbie advises and publishes throughout the world on the consumer behaviour of children and products and markets for children and young people. As former European Marketing Director of Mattel Toys Inc, Andrew Dobbie has an extensive knowledge and many years of experience in the international toy industry.

Andrew Dobbie, Gameplan Europe Ltd., Owner and Managing Director
Axel Dammler

Axel Dammler is Managing Director of iconkids & youth international research GmbH in Munich, Germany’s largest research institute specialised in kids and youth research. He has been working with young target groups since 1992 and has carried out numerous studies in national and international consumer and media markets.

Axel Dammler, iconkids & youth, Managing Director
Jury Mitglied

Catherine De Bleeker was Managing Director of Oxybul, the market leader for educational toys in France, from 2016-2023. She is President of the French section of the Women In Toys association and, as a passionate brand and design ambassador, is always on the lookout for the optimal balance between aesthetics and functionality.

Catherine de Bleeker, President Women in Toys France
Jury Mitglied

Dean Smith is the co-owner of jaZams toy & book stores. jaZams has been in business for 22 years and has been rated as one of the 25 best toy stores in America. Before becoming part of the jaZamily Dean was an organic farmer.

Dean Smith, jaZams, Owner
Sharon Keilthy in front of the Spielwarenmesse Logo

Disappointed not to find a gift she could feel good about for her daughter on the toystore shelf, Sharon Keilthy quit her consulting job at McKinsey & Company and founded the world’s first eco toystore in 2018 – www.Jiminy.ie, named after Pinocchio’s conscience in the Disney movie. Her vision is that soon, every toy in every store will be sustainable. To that end, she speaks, consults and organises on sustainability in the global toy industry, now with www.SustainabilityWorks.ie, including contributing to Spielwarenmesse Toy Business Forum, Spirit of Play Magazine and Sustainable Collection (formerly Toys Go Green), co-hosting bio!TOY Conference, co-founding Sustainable Toys Action Consulting, and co-founding WiT Sustainability Community.

Sharon Keilthy, SustainabilityWorks, Associate Director
Jury Mitglied

Jean Youn has over ten years of experience developing toys and kid-adult products not only in the South Korean market, but also Japan and China. His international experience is displayed through his role as the East Asian representative in an international toy jury consisting of toy experts, expanding various different countries and continents.
With his international background and knowledge, he not only judges within the Korean toy industry, but is also involved in various government sectors. As the CEO of Toy Institute, Jean has plans to continue promoting safe and productive toys to parents and children as well as offer consulting on the most recent toy developments.

Jean Youn, Toy Institute Korea, CEO & Head of Toy Business
Jury Mitglied

Jörg Meister studied product design at the FH Coburg. In 2010, after working for five years as an industrial designer for a globally operating company for baby hardware and toys, he joined forces with Eva Stemmer to set up the service agency for product design, consulting and PR with a focus on children’s products.

Jörg Meister, little big things GmbH, General Manager
Jury Mitglied

Keri Wilmot is a pediatric occupational therapist currently living in the Dallas, Texas. With 22 years of experience helping kids of all ages develop motor skills through play. In 2009, Keri began interacting on social media sharing toy recommendations and tips to promote play and development on YouTube, and on her website. In 2020, Keri authored her first book, Wired Differently: A Teacher’s Guide to Sensory Processing Challenges, which was written to give teachers practical strategies and play tips to help children. Keri’s expertise has been frequently featured on television segments and she serves as a contributor, consultant and speaker to companies worldwide.

Keri Wilmots, ToyQueen.com, Expert and therapist for motor learning development
Jury Mitglied

Sue Warfield has been in the both the Retail and Toy Business for over 30 years. She had been an American Specialty Toy Retailing Association (ASTRA) Member since 2001 having had her own sales representative group as well as a retail store. She served for 7 years on the ASTRA Board of Directors including as chair of the board. In 2014 she joined the ASTRA staff as Membership Director. In 2020, she took on the position of President.

Sue Warfield, American Speciality Toy Retailing Association (ASTRA), President
Jury Mitglied Thomas Wodzicki

Thomas Wodzicki is an educationalist specialized in games. He also works as a teacher of adult education and project developer for the German Federal Association Spielmobile e.V. Spielmobile is a Germany-wide network of working groups and the proper authority for the gap year, usually taken to do voluntary work in the social sector in Bavaria. n mark (GS) guarantees a high quality of products.

Thomas Wodzicki, Freelance play educator for various institutions at home and abroad

In his role as Vice President Softlines & Hardlines, Patrick Friedrich is responsible for TÜV Rheinland’s toy testing division in Europe.

Under his overarching goal of product safety, especially for childrens’ toys, he strives to enable parents to select safe toys with a high play value.

Patrick Friedrich, Vice President Softlines & Hardlines TÜV Rheinland Group
Jennifer Ryden in front of the Spielwarenmesse Logo

Jennifer Rydén is CEO of the Swedish Toy and Baby Association, which represents the toy, board game and children’s product industry in Sweden as well as member companies from Norway, Denmark and Finland. The association unites retailers and suppliers and promotes safe, innovative and high-quality toys.
She has worked for the association since 2010 and brings with her extensive industry experience, including almost nine years at Simba-Dickie. Her background gives her a deep understanding of market dynamics and the importance of child-friendly products.

Jennifer Rydén, Lek & Baby Swedish Toy and Baby Association, CEO

The ToyAward

Criteria

Schrank mit verschiedenen Spielzeugen

Play fun.

Brettspiel mit Karteb

Potential for success in retail

Kind hält Knete an die Augen

Comprehensibility of product concept.

Familie spielt ein Brettspiel

Originality.

Spielzeug mit Zahlen

Safety.

Kind spielt mit Spielzeugeisenbahn

Workmanship & quality.

Advantages

Ganzjaehrige Präsentation

Year round presentation

Year round presentation at www.toyaward.de

Icon zu

Press conference

Presentation of the products at the main press conference

Icon zu Werbemaßnahmen

Advertising

Intensive promotion in our online media 
Winners and nominees benefit from targeted promotion via our digital channelsincluding the Spielwarenmesse App, newsletter, and the social media platforms Instagram, LinkedIn and Facebook. This ensures that your products reach retailers, media, and end customers directly and effectively. 

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Press

Press releases to the international print and online press before and after the fair as well as during the rest of the year with mention of all the award-winning products

Donations

On 23 July 2025, the official handover of toys donated by exhibitors at the 2025 Toy Fair took place. A total of 19 social institutions in Nuremberg received donations, including the Kinderhaus Nürnberg and the adjacent adventure playground. Further donations went to the Dortmund-based association Kinderlachen e.V., which supports children in need in Germany, Austria and Switzerland.

We thank all participating companies.

WHAT OUR WINNERS SAY

„The Spielwarenmesse is THE meeting place for the industry, all the important stakeholders are present here… The icing on the cake was winning the ToyAward. It is a great conversation starter, gave us a noticeable boost and brought us various spontaneous appointments.“

Haba Sales GmbH & Co. KG, winner category Baby & Infant

„The Spielwarenmesse is the big event, we wait for every year. Winning the ToyAward and the opportunity to exhibit our winning product in the special area had a huge impact.”

OPPI, winner category PreSchool

„It’s good to feel the positive atmosphere at the trade fair and to start the toy year 2024 with this spirit. These are challenging times. This makes it all the more important for the industry to come together here, exchange ideas and do good business. A special highlight this year: the ToyAward 2024 for our Adventure Puzzle. This is a great compliment for our innovative strength and rounds off this year’s very successful trade fair participation perfectly.“

Franckh-Kosmos Verlags-GmbH & Co.KG, winner category SchoolKids

„Winning the ToyAward meant that several visitors came to our stand. The second placement of the winning products also contributed to this. We enjoyed the positive atmosphere and even had the chance to get in touch with other exhibitors. In conclusion: We are very happy to be part of this incredible show!”

Fizz Creations Ltd., winner category Teenager & Adults

Das ToyAward Logo