ToyAward at the 75th Spielwarenmesse
To mark its 75th anniversary, Spielwarenmesse once again highlights outstanding product ideas with the ToyAward, taking place from 27 to 31 January. The prestigious award is recognised as a seal of quality for new products distinguished by creativity, high-quality workmanship and strong market potential, and serves as a key guide for retailers seeking innovative additions to their ranges.
Selection Process and Categories
This year, 279 exhibitors submitted 609 new products for the ToyAward. An international expert jury evaluated the entries in a multi-stage selection process, first assessing them digitally based on criteria including originality, play value, clarity of concept and retail potential. The highest-scoring products advanced to the next round, where three finalists were selected in each of six categories: Baby & Infant, PreSchool, SchoolKids, Teenager & Adults, Startup and Sustainability. Safety, workmanship and quality were also taken into account.
Finalists and Award Ceremony
Reflecting the diversity and innovative strength of the global toy industry, the nominees range from sustainable concepts to digital play ideas. The ToyAward Special in Hall 3A allows visitors to explore the finalists during Spielwarenmesse. The winners will be announced on Wednesday, 28 January 2026, at 11 am in the Toy Business Forum. The ceremony will be livestreamed via the Spielwarenmesse Digital business platform and will also be available on demand.
Find a list of the nominees and detailed information in the source description.