Bitzee, Character Options and Smyths triumph at the 59th Toy Industry Awards

Bitzee, Character Options 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 BTHA Special Recognition Award was also presented to department store W J Daniel & Co of Windsor for their outstanding work in the promotion of toys within store matched with excellent supplier partnership.

The Industry Awards are presented by the British Toy & Hobby Association (BTHA) and the Toy Retailers Association (TRA) on the first evening of London Toy Fair 2024, which is taking place at Olympia London.

The full line up of winners follows:


Independent Toy Retailer of the Year Fagans Toys
Independent Multi-Store Toy Retailer of the Year (multi store) MIDCO Toys
Multiple Toy Retailer of the Year ASDA
Omnichannel Toy Retailer of the Year Smyths Toys
Online Excellence Award The Very Group
Judges’ Special Recognition Award W J Daniel & Co
Overall Toy Retailer of the Year Smyths Toys



Plush Toy of the Year Squishmallows 7.5″, Jazwares
Action Toy of the Year Teenage Mutant Ninja Turtles Movie Pizza Fire Van, Character Options
Vehicle Range of the Year Hot Wheels, Mattel
Construction Toy of the Year Harry Potter Dobby, LEGO
Game of the Year Twister Air, Hasbro
Preschool Toy of the Year Paw Patrol Movie Vehicles, Spin Master
Best New Property of The Year Miniverse, MGA Entertainment
Dolls Toy of the Year Barbie Dreamhouse, Mattel
Collectible Toy of the Year Pokémon 151 Elite Trainer, Asmodee
Toy Supplier of the Year Character Options
Toy of the Year Bitzee, Spin Master


Simon Pilkington, Chairman of the BTHA: “As we begin 2024, it is another great 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 exceptional creativity in the merchandising of toys, very well executed in-store promotions and collaboration with suppliers. In what have been challenging trading conditions, this year’s winners have demonstrated an outstanding commitment to offering the very best retail experience of toys to their customers. All our judges were impressed with the high standard of entries received and the achievements made in 2023 by all the retailer finalists – who should also 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: “Our industry works so hard to bring joy and happiness to children. We tackle many challenges along the way and so it is fantastic to come together to celebrate the best of the best. Congratulations to all our winners for 2023.”

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