Toy Industry Awards

Winners 2022

Squishmallow, Mattel and Smyths triumph at the 58th Toy Industry Awards


Squishmallow 7.5”, 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. Two BTHA Special Recognition Awards were also presented to retail groups Toymaster and AIS for their and promotion of and commitment to independent retail.

The Industry Awards, are presented by the British Toy & Hobby Association (BTHA) and the Toy Retailers Association (TRA). For this year, the awards are being announced on the eve of London Toy Fair 2023, which is taking place at Olympia London.

The full line up of winners follows:


Independent Toy Retailer of the Year (single store) Toys N Tuck
Independent Multi-Store Toy Retailer of the Year Toy Barnhaus
Omnichannel Toy Retailer of the Year Smyths Toys
Multiple Toy Retailer of the Year SMF Toytown
Online Excellence Award The Very Group
Overall Toy Retailer of the Year  Smyths Toys


Action Toy of the Year  Heroes of Goo-Jit-Zu Goo Shifters Hero Pack, Character Options
Construction Toy of the Year Hoth AT-ST, The LEGO Group
Kidult Toy of the Year  TECHNIC McLaren Formula 1™ Race Car, The LEGO Group
Most Innovative Toy of the Year  Little Live Pets Mama Surprise, Moose Toys
Heritage Toy of the Year   Hot Wheels 1:64 car, Mattel
Doll of The Year  Rainbow High Core Fashion Assortment, MGA
Movie Licence  of The Year  Jurassic World, Mattel
Collectible Toy of The Year   Pokémon Booster Cards, Asmodee
Pre-School License of the Year   Gabby’s Dollhouse, Spin Master
Toy of the Year Squishmallow 7.5″, Jazwares
Toy Supplier of the Year  Mattel

Graham Canning, Chairman of the BTHA: “As we begin 2023, it is a fantastic opportunity to be able to recognise the outstanding achievements of our retail partners. On behalf of the BTHA, I would like to congratulate all the winners of this year’s Toy Retailer Awards. This year’s winners have shown excellent collaboration with suppliers and demonstrated creative initiative in retailing to customers in what was another challenging year. All our judges were impressed with the high standard of entries received and the achievements made in 2022 by all the retailer finalists – who should be highly commended. Congratulations must also go to our 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: “ Congratulations to all the winners of the Toy Industry Awards 2022. Last year had many challenges for every business across the country for both suppliers and retailers and this is a chance to reflect on how success can be achieved even in the tough times. Congratulations to my fellow retailers and to both the shortlisted, and the winners, of the top toys of 2022 and the suppliers that created them. This year, the selection committee chose winners that celebrate the richness of our industry from much-loved and continuous heritage brands to innovative newcomers, the year’s great success stories and the suppliers that make our retail job so much easier. I wish the industry a happy and successful 2023.”

As a result of the continued redevelopment work at Olympia London, and with many retailers and toy suppliers in attendance at the event, a special presentation of awards will be given to winners during the exhibition. Photographs of winning retailers and suppliers will be published online on Wednesday 25th January. Whilst it had been hoped that a physical presentation of Industry Award winners could take place this year, venue redevelopment work at Olympia London would not allow for this in 2023, however a return to a live Industry Awards event will be sought in future when feasible.