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Fifteen nominated products speculate on winning the fully revised ToyAward

The International Toy Fair is bristling with new play ideas. From the abundance of around 70,000 new products, Spielwarenmesse eG organizes the annual ToyAward among the exhibitors. A jury nominates the new products that stand out for their play fun, creativity, safety or sustainability. Fifteen products made it to the final round of the revised award for new products at the International Toy Fair 2011. The five winners will be announced at the opening ceremony on 2.2.2011. Visitors can see the winners and nominated products in the InnovationCenter in hall 4 during the Spielwarenmesse International Toy Fair Nürnberg from 3–8 February 2011. All the candidates are also presented on the Internet at www.toy-award.de.

Spielwarenmesse eG presents the ToyAward for the eighth time, now in a completely revised form. The new logo makes it clear that this is an award for toys and together with the five categories for specific target groups gives end consumers a better understanding. The introduction of the two-phase selection process incorporates more consumer-relevant and pedagogical aspects in the choice of the ToyAward. As an extra feature, Spielwarenmesse eG calls upon all visitors to choose the main winner from the five winning products in the InnovationCenter during the fair. The main winner will be announced at the closing press conference on 8 February 2011 and the winning company will receive a money prize of 20,000 euros for marketing its product. Spielwarenmesse eG will raffle an iPad and two Special Guest Packages for the International Toy Fair 2012 among the visitors choosing the main winner.

The candidates for the five categories of the ToyAward 2011:

Category: Baby&Infant (0–2 years)
• Ride-on and Scoot / Ofrat Baby Toys Manufacturers Ltd.
• Yookidoo - Stack ’N’ Spray Fountain / Yookidoo

Category: PreSchool (3–5 years)
• Discover the building blocks Technics – Basic pack Optics / HABA – Habermaaß GmbH
• “ICE” Starter Set  / Gebr. Märklin & Cie. GmbH
• Storio / Vtech Electronics Europe GmbH

Category: SchoolKids (6–10 years)
• LEGO Ninjago / LEGO GmbH
• The Spy Net Secret Mission Video Watch / Upper Deck International B.V.
• Zoobles / Spin Master Ltd.

Category: Teenager&Family (over 10 years)
• Dael O Ring / Dael O Ring Toys B.V.
• Orbis (Basic Set) / Revell GmbH & Co. KG
• uDraw GameTablet™ incl. uDraw™ Studio / THQ Entertainment GmbH

Category: SpecialAward: GreenToys
• E-Rangers Future Base / PLAYMOBIL geobra Brandstätter GmbH & Co. KG
• Innovative Eco-Power / Buki France
• MYZOO / Art House Co., LTD

Participation in the ToyAward competition is open to all exhibitors and is free. The 203 firms registered entered 303 products.

The enlarged jury, which now gives greater consideration to consumer-relevant and pedagogical aspects, adds expertise to the ToyAward. The precise two-stage selection process creates a broader basis for choosing the ToyAward and increases its authority for the whole toy industry.

27.1.2011 – sz/ km

Jury for phase 1 of the ToyAward selection process:
Marco Dohlus (Karstadt Warenhaus GmbH)
Alexander Jelen (baby & family GmbH by EK/servicegroup)
Karl-Heinz Laber (Laber Kinderhaus)
Norbert Lessmann (Spiele Max AG)
Anja Menz-Svensson (Rasselfisch)
Nadine Müller (Premini GmbH)
Ralf Müller (TÜV Rheinland LGA Products GmbH)

Jury for phase 2 of the ToyAward selection process:
Martin Böckling (SPIEL & SPASS GmbH / DE)
Axel Dammler (iconkids & youth international research GmbH)
Andrew Dobbie (Gameplan Europe Ltd. / UK)
Margit Hoffmann (HOFFMANN SPIELWAREN GmbH & Co. KG/ DE)
Hans Jörg Iden (duo schreib & spiel / DE)
Dr. Thomas Märtz (VEDES AG / DE)
Ruud Schiphorst (Otto Simon b.v. / NL)
Vincent Stozicky (JouéClub / FR)
Otto E. Umbach (idee + spiel GmbH & Co. KG / DE)
Dr. Carl-Mikael Wilhemsson (SE)



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