Playmobil named NPD’s brand of the year

The German toy giant took the overall crown in NPD’s Europe Toy Industry Awards 2020, with Hasbro claiming three titles

Written by Rhys Thomas

Posted 03.02.2020 | Products

Playmobil named NPD’s brand of the year thumbnail

Playmobil was crowned Toy Property of the Year in NPD’s Europe Toy Industry Awards 2020, taking the overall prize, as well as begin named the leading pre-school brand.

The awards recognise the top-selling toy properties in Europe by category, according to NPD’s Retail Tracking Service in the UK, Germany, France, Italy, Spain, Belgium and the Netherlands.

Mattel triumphed in the vehicle category with its Hot Wheels brand. Sanjay Luthra, Managing Director Mattel EMEA says: “We are delighted to receive this prestigious award from The NPD Group and to have the recognition in this category for one of our core brands.
“Hot Wheels continues to grow double digits thanks to the amazing brand we nurture and the support we’ve had from our customers across the region. This one is for them! We want to sincerely thank you for your support”.

Hasbro swept three categories with Beyblade, Play-Doh and Nerf, while VTech’s dominance in the youth electronics market continued with a winning year for its multi-faceted Kidi brand.

“These awards celebrate the creativity and innovation behind some of today’s hottest properties, as well as the winners’ commitment to their brands and retail partners,” says Anne Agis-Garcin, Executive Vice-President, Toys, at The NPD Group. “Congratulations to all award winners. We wish you continued success in 2019.” 

The full list of winners are as follows:


Top Property of the Year

Playmobil - Playmobil 

Top Selling toy Property by Category


Action Figures and Accessories: Beyblade - Hasbro
Arts and Crafts: Play-Doh - Hasbro
Building Sets: LEGO City - LEGO
Dolls: L.O.L. Surprise! - MGA Entertainment
Games and Puzzles: Pokémon - Pokémon
Infant/Toddler/Preschool Toys: Playmobil - Playmobil
Outdoor and Sports Toys: Nerf - Hasbro
Plush: Ty - Ty
Vehicles: Hot Wheels - Mattel
Youth Electronics: Kidi brand - VTech

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