Toy giants Hasbro and Mattel have each won a trio of US Toy Industry Awards, which were determined by the NPD Group’s retail tracking service of the top-selling toys of 2017 in the United States.
Hasbro took home the top-selling property of the year for its iconic Nerf brand. The property was instrumental in growing sales of toyco’s franchise brands by 10% to US$2.6 billion in 2017. Accessories for its Beyblade Starter Pack assortment, and won the Arts & Crafts supercategory award with its Easy Bake Ultimate Oven Baking Star Playset. Hasbro also won another action figure award at the Toy Industry Association’s 18th Annual TOTY Awards over the weekend, but for a different product, Marvel Guardians of the Galaxy Dancing Groot.
As for Mattel, the company ranked at the top of three US Toy Industry Awards supercategories: building sets for Mega Bloks First Builders Big Building Bag, games and puzzles for the UNO card game assortment, and vehicles for the Hot Wheels Singles 1:64 assortment. Mattel also won the TOTY Playset of the Year award for its Hot Wheels Super Ultimate Garage.
MGA Entertainment, meanwhile, continues its winning streak by taking home the top-selling toy of the year and top-selling toy in the Super Dolls category for its LOL Surprise! Assortment of dolls. The hit brand also shared the coveted TOTY Award last weekend with WowWee’s Fingerlings.
As with other winners, Zuru continues to be the leader in outdoor toys, winning the Outdoor & Sports Toys Supercategory for Bunch O Balloons 3 Pack. His Bunch O Balloons Filler Soaker recently won the TOTY Outdoor Toy of the Year award.
As for preschool toys, Spin Master is following up on its TOTY award for PAW Patrol My Size Lookout Tower by winning the Infant/Toddler/Preschool Toys Supercategory for its Paw Patrol Basic Vehicle & Pup assortment. His assortment of pink Hatchimals Pengualas eggs was also the top-selling plush toy.
The announcement of the winners comes after NPD reported that global toy sales rose 1% in 2017 to US$20.7 billion (the United States, the world’s largest toy market, grew 1% alone).
Here is the full list of US Toy Industry Awards winners:
Best Selling Property of the Year – Nerf (Hasbro)
Top Selling Toy of the Year – LOL Surprise! Doll Assortment (MGA Entertainment)
Best-selling toy by super category:
Action Figures & Accessories – Beyblade Starter Pack Assortment (Hasbro)
All Other Toys – Antsy Labs Fidget Cube Assortment (Zuru)
Arts & Crafts – Easy Bake Ultimate Baking Star Playset (Hasbro)
Building Sets – Mega Bloks First Builders Large Building Bag, 80 Pieces (Mattel)
Dolls – LOL Surprise! Doll Assortment (MGA Entertainment)
Games & Puzzles – UNO Card Game Assortment (Mattel)
Toys for Babies/Toddlers/Preschoolers – Assorted Paw Patrol Basic Vehicles and Pups (Spin Master)
Outdoor & Sports Toys – 3 Pack Bunch O (Zuru) Balls
Plush – Hatchimals Pengualas Pink Egg Assortment (Spin Master)
Vehicles – Hot Wheels Singles 1:64 Assortment (Mattel)
Youth Electronics – Cozmo (Anki)