Past TOTY Winners

2011 | 2010 | 2009 | 2008 | 2007 | 2006 

2010 Award-Winning Products and Nominees

Toy of the Year | Infant/Toddler ToyPreschool Toy | Girl Toy 
Boy Toy | Game | Outdoor Toy | Educational Toy | Activity Toy
Electronic Entertainment Toy | Most Innovative Toy | Specialty Toy | Property

Toy of the Year

The best toy of the year.

WINNER: Zhu Zhu Pets – Cepia, LLC

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Infant/Toddler Toy of the Year

The best toy developed for infant and/or preschool children.

WINNER: Crayola Beginnings Color Me A Song – Crayola, LLC

Other Nominees:

  • Gentle Giraffe by Cloud B
  • Laugh & LearnTM Learning Farm by Fisher-Price
  • Seedlings™ Ivy by The Goldberger Company
  • My Pal Scout and My Pal Violet by Leapfrog
  • Yookidoo Swap-N-Go Snail by International Playthings
  • Twilight Turtle by Cloud B

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Preschool Toy of the Year

The best toy developed for infant and/or preschool children.

WINNERS: Tonka Chuck & Friends Chuck My Talking Truck – Playskool
                 Bilibo – Active People

Other Nominees:

  • Handy Manny’s Repair Shop by Disney/Fisher-Price
  • Cozy Coupe 30th Anniversary Edition by Little Tikes/MGA Entertainment
  • Imaginext Dragon World Fortress by Fisher-Price
  • Rocky the Robot Truck by Mattel  
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Girl Toy of the Year

The best toy developed specifically for girls of any age.

WINNER: Zhu Zhu Pets – Cepia, LLC

Other Nominees:

  • Harumika by Bandai
  • Barbie® Fashionistas™ by Mattel
  • Moxie Girlz™Art-titude Doll by MGA Entertainment
  • BFC, Ink. 18-inch Doll by MGA Entertainment
  • Liv Dolls by Spin Master
  • Princess Tiana 11.5” Doll by Mattel
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Boy Toy of the Year

The best toy developed specifically for boys of any age, not including r/c, ride-on and other vehicles.

WINNER: Bakugan 7-in-1 Maxus Dragonoid – Spin Master, Ltd

Other Nominees:

  • Nerf N-Strike Raider Rapid Fire CS-35 by Hasbro
  • Transformers Constructicon Devastator by Hasbro
  • Duck Hunter by Interactive Toy Concepts
  • EyeClops Night Vision 2.0 by JAKKS Pacific
  • Matchbox® Rocky the Robot Truck™ by Mattel 
  • Laser Zero Gravity by Spin Master
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Game of the Year

Including children's board, card, CD-ROM or electronic game formats. (For CD-ROM or electronic games, formats must have ESRB's "Early Childhood" rating: content may be suitable for persons ages 3 and older. Contains no materials that parents would find inappropriate.)

WINNER: Sort It Out! – University Games Corp.

Other Nominees:

  • BOP-IT! by Hasbro Games
  • SCRABBLE SLAM Card Game by Hasbro Games
  • Mindflex™ by Mattel
  • UNO Moo!™ by Mattel
  • Bakugan Trap by Spin Master
  • Big Buck Hunter Pro TV Games by JAKKS Pacific
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Outdoor Toy of the Year

The best toy designed for outdoor play.

WINNER: My 1st Scooter – Radio Flyer

Other Nominees:

  • Razor® RipRider™ 360 by Razor USA LLC
  • Razor® Spark™ Kick Scooter by Razor USA LLC
  • Smart Trike Deluxe by Smart Trike, Ltd.
  • Air Hogs Switchblade by Spin Master
  • Swinxs by Swinxs Inc.
  • EA Sports Voice Command Pitching Machine by Toy Island
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Educational Toy of the Year

The best toy that through play help children develop special skills and/or knowledge.

WINNER: Mindstorms NXT 2 0 – Lego

Other Nominees:

  • Desert Biodome by DuneCraft
  • Mythbusters Weird Water World by Elmers Products
  • Tag Junior Book Pad by Leapfrog
  • Super WHY! Touch & Learn Super Duper Computer by Learning Curve Brands
  • SmartGlobe 3 by Oregon Scientific
  • Zippity by Leapfrog
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Activity Toy of the Year

The best toy that inspires creative play through various forms of activity.

WINNER: Crayola Town – Crayola, LLC

Other Nominees:

  • Harumika by Bandai America
  • Musicolor by Delta Creative
  • TRIO by Fisher-Price
  • Girl Gourmet Sweets Candy Jewel by JAKKS Pacific
  • Chixos Design a Luxury Loft by Spin Master
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Electronic Entertainment Toy of the Year

For toys created for children of any age that have a considerable electronic component involved. This includes "plug 'n play" and interactive videos.

WINNER: Rubik’s TouchCube™ – Techno Source 

Other Nominees:

  • BOP-IT! by Hasbro Games
  • Duck Hunter by Interactive Toy Concepts
  • EyeClops Mini Projector by JAKKS Pacific
  • Swinxs by Swinxs Inc.
  • Mindflex™ by Mattel (MSRP $79.99)
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Most Innovative Toy of the Year

The best toy that combines the most unique blend of innovative technology and play value for children today.

WINNER: Zhu Zhu Pets – Cepia, LLC

Other Nominees:

  • Nerf N-Strike Raider Rapid Fire CS 35 Blaster by Hasbro
  • EyeClops Mini Projector by JAKKS Pacific
  • Mindflex™ by Mattel
  • Air Hogs Switchblade by Spin Master
  • Air Hogs Zero Gravity Laser by Spin Master
  • Printies™ Design Studio by Techno Source
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Specialty Toy of the Year

The best toy primarily distributed through specialty retailers.

WINNER: Captain Owen’s Dolphin Explorer Boat – Sprig Toys

Other Nominees:

  • Twilight Turtle by Cloud B
  • HEXBUG Micro Robotic Creatures by Innovation First International
  • Shopping Cart by Melissa and Doug
  • Pentago by Mindtwister USA
  • The Dangerous Book for Boys—Classic Chemistry by Thames and Kosmos
  • EcoAquarium by Wild Creations
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Property of the Year

The licensor that had the greatest success spreading its brand or property throughout the industry while generating interest and excitement.

WINNER: Bakugan – Cartoon Network

Other Nominees:

  • Transformer by Hasbro
  • Lego
  • Barbie by Mattel
  • iCarly by Nikelodeon + Viacom Consumer Products
  • The Princess and the Frog by The Walt Disney Company
  • Star Wars
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