TRA's Toy of the Year Awards winners

The TRA’s Toy of the Year Awards takes a different approach to reflect a unique but challenging trading year

Written by Mark Naish

Posted 19.01.2021 | Products

TRA's Toy of the Year Awards winners thumbnail

There is no doubt that 2020 was a very different year in many ways. The impact on retail could not have been more pronounced - with online sales accounting for just under half of the market in 2020.

As such, the TRA’s Toy of the Year committee adopted a different approach to the selection process for its awards this year.

Toy suppliers and retailers have played a major part in keeping the nation’s children smiling, entertained, healthy and educated resulting in a 5% increase in the overall sales achieved in a very difficult year, heavily influenced by Covid-19.

Four outstanding categories which have played their part in delivering this growth, all of which have outperformed the overall market.

The TRA recognises that multiple suppliers have played an integral part in each of the categories, but the selection panel has decided to highlight a ‘winner’ in each of these categories to represent the largest overall contribution to the category in a unique year for the industry.

GAMES & PUZZLES
This was a key performer in the overall market. As well as helping educate and entertain children, this category topped the growth (year on year) performance with various suppliers driving this increase. Ravensburger, Orchard, Gibsons Games, Asmodee, Hasbro and Tomy (Drumond Park) all performed superbly well. 

The panel has chosen RAVENSBURGER as its standout performer in this category.

BUILDING AND CONSTRUCTION
Hornby with its Airfix range added a different dimension to this category with notable ranges from K’Nex and Geomag. 

The winner in this category is LEGO. Delivering remarkable growth consistently over the last 10 years, Lego outperformed the market and is to be commended for keeping the nation's children (and kidults) entertained throughout the Covid-19 pandemic and various lockdowns.

OUTDOOR & SPORTS
In a category that benefitted from people having to stay at home, it was inevitable that growth would be achieved in this area. Many products helped with our children’s mental and physical health - bicycles, trampolines, skateboards, as well as outdoor ranges from the likes of Little Tikes. 
The standout performer in this category was MOOKIE TOYS for its swingball range.

ARTS & CRAFTS
Again, a variety of suppliers contributed to making this category such a success. These were Galt, Crayola, John Adams and Spin Master with its Kinetic Sand, to name but a few.  
The winner in this category is HASBRO for its domination in the arts and crafts sector through its Play Doh brand.

Many other suppliers contributed to the success of 2020 and the panel recognised the most notable listed below, with the reasons noted alongside. These will all receive a “Highly Commended” certificate this year.

BANDAI for its launch of the Cocomelon range.
CHARACTER OPTIONS for continued success with its Peppa Pig, Goo Jit Zu and Pokemon ranges
FUNRISE for its Fart Ninja line
GOLDEN BEAR for its Hey Duggee and Bing ranges
MGA ENTERTAINMENT for its L.O.L. Surprise! range
MATTEL for its success with its Barbie, Hot Wheels and Star Wars’ The Child ranges
SPIN MASTER for Paw Patrol
VTECH for its varied pre-school learning range
ZURU for the successful launch of its 5 Surprise Mini Brands range

LICENSES continued to play a big part in 2020. In addition to licenses already mentioned, Frozen, Super Mario and Harry Potter continued to deliver throughout the year.

The TRA sincerely hopes that ‘normal service’ resumes in 2021 when we can revert to our customary criteria and identify the actual toy winners and allocating awards accordingly. In the meantime, we wish you all a successful and healthy 2021.
 
Budget: £6,000 restart grants for retailers and extension to business rates holiday thumbnail

Budget: £6,000 restart grants for retailers and extension to business rates holiday

Chancellor Rishi Sunak gives some relief to retailers, but corporation tax is set to rise from 19 per cent to ...

Edx Education Launches Family Bonding Campaign with No. 1 Children’s Cooking Author, Annabel Karmel thumbnail

Edx Education Launches Family Bonding Campaign with No. 1 Children’s Cooking Author, Annabel Karmel

Educational toy brand, Edx Education is delighted to announce a campaign partnership with the UK’s no.1 children’s cooking author Annabel ...

Vivid appoints Ben Hogg as UK Marketing Manager thumbnail

Vivid appoints Ben Hogg as UK Marketing Manager

Vivid Goliath Group is pleased to announce that Ben Hogg has joined the UK team as the company’s Marketing Manager ...

Press Releases

Radio silence broken on Novel Entertainment’s new Horrid Henry podcast thumbnail

Radio silence broken on Novel Entertainment’s new Horrid Henry podcast

The first podcast based on the award-winning Horrid Henry TV series will launch this week under new ‘Horrid Henry Unlocked’ ...

APC Kids signs trio of deals for CTC Media’s Kid-E-Cats thumbnail

APC Kids signs trio of deals for CTC Media’s Kid-E-Cats

New deals sees hit property’s footprint expand in Asia, Latin America and North America

Live the track with the Lego Technic Ducati Panigale V4 R thumbnail

Live the track with the Lego Technic Ducati Panigale V4 R

The Lego Group has revealed its latest Lego Technic model – the Ducati Panigale V4 R

Have a field day with Britains’ New Holland Tractor! thumbnail

Have a field day with Britains’ New Holland Tractor!

Tomy has revealed the latest launch from Britains – a New Holland T8.435 Tractor