ToyAward 2027: Entries open for innovative toy products
Entries are now open for the 2027 Spielwarenmesse ToyAward, which recognises innovative new products in the international toy industry. The award evaluates products based on originality, play value, quality, and their potential for commercial success. Products can be submitted in six categories covering different age groups as well as startups and sustainability.
Long term benefits
According to participants, entering the ToyAward can provide long-term benefits beyond the competition itself. Companies report that recognition can increase the appeal and visibility of their products, and strengthen trust when entering new markets or approaching potential business partners. Winners and finalists can also use the award recognition in their marketing and communications.
ToyAward
From 2027, products previously referred to as nominees will be called finalists. They will receive their own ToyAward seal to highlight their selection and support their marketing activities. At Spielwarenmesse, finalists and winners will continue to be presented in a dedicated area in Hall 3A, supported by digital channels and international press coverage.
An international panel of experts from retail, industry, market research, toy safety, sustainability, and education assesses the entries. The ToyAward is intended to attract attention from retailers, media, and industry professionals during the trade fair and beyond.