Asmodee claimed the Toy Supplier of the Year title and took home Toy of the Year for Pokémon Trading Cards, with Smyths named Toy Retailer of the Year
Asmodee and Smyths were the big winners at this year’s Toy Industry Awards, taking home the top accolades of Toy Supplier of the Year and Toy Retailer of the Year, respectively. Pokémon Trading Cards, the collectible line distributed by Asmodee, won the accolade of Toy of the Year for 2025.
The Industry Awards were presented by the BTHA and TRA on the first evening of London Toy Fair 2026 at Olympia London.
The BTHA also presented a Judges’ Special Recognition Award to The Entertainer for the continued supplier collaboration and expansion of its go-to-market strategies over the past 12 months, and to My Small World for the retailer’s unique and innovative independently run toy shop in Bath.
And the winners are:
Toy Retailer of the Year Awards
Overall Toy Retailer of the Year: Smyths
Independent Toy Retailer of the Year (single store): Banba Toymaster
Independent Multi-Store Toy Retailer of the Year (multi store): SMF / Toytown
Toy Department: Fenwick
Multiple Toy Retailer of the Year:Smyths
Partnership Award: Selfridges
Online Excellence Award: The Very Group
Outstanding Achievement Award: Booghe Toys
Judges’ Special Recognition Award: The Entertainer
Judges’ Special Recognition Award: My Small World, Bath
Toy and Supplier of the Year Awards
Toy of the Year: Pokémon Trading Cards, Asmodee
Toy Supplier of the Year: Asmodee
Action Toy of the Year: WWE Elite figure, Mattel
Plush Toy of the Year: Fart Face Fugglers, Zuru
Doll of the Year: Monster High Reel Drama, Mattel
Creative Toy of the Year: Gui Gui Shimmer Deluxe Pack, Moose Toys
Construction Toy of the Year: Speed Champions F1 Cars, The Lego Group
Preschool Toy of the Year: Peppa Pig Interactive Oinks & Snuggles Baby Evie Doll, Hasbro
Collectible Toy of the Year: 5 Surprise My Minibaby, Zuru
Vehicle of the Year: Hot Wheels F1 5-Pack, Mattel
Game of the Year: The Traitors Official Board Game, Vivid Goliath
Interactive Toy of the Year: Disney Stitch Ultimate Stitch Interactive Feature Plush, Just Play
“On behalf of the BTHA, I would like to offer my warmest congratulations to all the winners of this year’s Toy Retailer Awards,” said Colin Houlihan, Chairman of the BTHA, who co-hosted the evening with TRA Chairman Geoff Sheffield. “In what remains a challenging retail environment, these winners have truly gone the extra mile, setting an impressive benchmark for the industry through their commitment, resilience and passion. The judges were hugely impressed by the calibre of entries received, which is a testament to the talent and dedication shown by all of our finalists. I would also like to recognise our runners-up, whose entries showcased excellence across every category. Thank you to everyone who took part and helped make this year’s awards a vibrant celebration of the very best our industry has to offer!”
Geoff Sheffield added: “The TRA awards have always recognised products, but in doing so we are also celebrating the teams that make them a success – the creatives who invent them, the sales and marketing teams that support them, and the relationships with retailers that help us to make those products sell. Congratulations to all those that were shortlisted, and particularly to the winners. Thank you all for making this such a vibrant and creative industry to work in.”
