Toy Industry Awards Winners 2021

Barbie Day to Night Dreamhouse, Mattel and Smyths triumph at the 57th Toy Industry Awards

Barbie Day to Night Dreamhouse, Mattel and Smyths triumphed at this year’s Toy Industry Awards winning Toy of the Year, Supplier of the Year and Toy Retailer of the Year, respectively. A TRA Outstanding Contribution Award was presented to Dream Toys’ Gary Grant for his individual contribution to the Dream Toys event over many years.

As part of this year’s Industry Awards preparations, it had been hoped that a physical presentation of Industry Award winners could take place.  But in these unique circumstances which continue to be affected by COVID, a special video has been produced to feature all esteemed finalists and winners for 2021.

The Industry Awards, which are presented by the British Toy & Hobby Association (BTHA) and the Toy Retailers Association (TRA) – are announced on the first day of London Toy Fair 2022, which is currently taking place at Olympia London.

The full line up of winners follows:


Independent Toy Retailer of the Year (single store) Toys & Games of Worcester
Independent Multi-Store Toy Retailer of the Year (up to 10 stores) MIDCO Toymaster
Omnichannel Toy Retailer of the Year Smyths Toys
Multiple Toy Retailer of the Year B & M Stores
Online Excellence Award The Very Group
Overall Toy Retailer of the Year  Smyths Toys



Action Toy of the Year  Heroes of Goo Jit Zu Figures, Character Options
Construction Toy of the Year Harry Potter Hogwarts Express, The LEGO Group
Kidult Toy of the Year  LEGO Technic Lamborghini, The LEGO Group
Interactive  Toy of the Year  Magic Mixies, Moose Toys
Vehicle Brand of the Year   Hot Wheels, Mattel
Outdoor Sports Toy of the Year  Moon Shoes, Character Options
Craze of the Year Fidget Box, H Grossman
Fashion Doll of The Year  L.O.L. SURPRISE! MOVIE DOLL , MGA
Plush Toy  of The Year  Squish-a-boos, TY Toys
Trading Game of the Year  Pokemon Trading Cards , Asmodee
Pre School Toy of The Year  Cocomelon Bedtime JJ Doll, Bandai
Collectible Toy of The Year   Mini Brands, Zuru
Pre-School License of the Year   Paw Patrol, Spin Master
TRA Special Recognition Award   Gary Grant, Dream Toys
Toy of the Year Barbie Day to Night Dreamhouse, Mattel
Toy Supplier of the Year  Mattel


Graham Canning, Chairman of the BTHA: “On behalf of the BTHA, I would like to congratulate all the winners of this year’s Toy Retailer Awards.  In what was another challenging year, all our judges were impressed with the high standard of entries received and the achievements made in 2021 by all the retailer finalists – who should be highly commended. Congratulations must also go to our worthy runners-up who, it should be remembered, were the best in their categories, and my sincere thanks goes to everyone for their participation.”

Alan Simpson, Chairman of the TRA, added: “ The Toy Retailers Association and our panel of retail judges were impressed with the choice of toys on sale throughout 2021 that brought education, entertainment and joy to children during the year. Congratulations to all the shortlisted toys, and especially the winners, that the retailers deemed to be the best of the year. I would also like to thank Gary Grant on behalf of the entire industry for his many years of running Dream Toys – bringing toys to the attention of the media and families in the run up to Christmas for so many years.”