The Toy Book®, The Official Trade Publication Serving the North American Toy Industry since 1984™, presents the third annual Pulse of Play™ Awards.
The Pulse of Play Awards spotlight the products, people, brands, campaigns, and big swings that cut through the noise and keep the business of play moving. From toys and games to licensing, entertainment, retail, and the wild ideas that make this industry tick, this is where the year’s true standouts get their moment.
The toy industry thrives on creativity and bold ideas from people who don’t think inside boxes. That energy carries far beyond toys, influencing experiences, products, and adjacent industries worldwide. The Pulse of Play Awards honor the hustle, imagination, and relentless drive for excellence that define this business.”
THE PULSE IS BEATING. LET’S SEE WHO’S BEHIND IT.
Retailer of the Year (Independent, Specialty, Hobby) | NO SUBMISSION FEE!
Recognizing excellence among the independent and specialty toy retailers that keep play alive in local communities.
Retailer of the Year (Mass, Mass Specialty — specialty stores with more than 10 locations)
Spotlighting a mass-market retailer that raised the bar in toy and game merchandising, promotion, sales, and experience.
Display of the Year
Recognizing the most impactful product or brand display — retail or pop-up — that captured hearts and turned heads. This includes special sections, themed pull-togethers, endcaps, main aisle features, pallet trains, PDQs, and window displays.
Manufacturer of the Year
Celebrating a company that drives innovation, design, and execution.
The Challenger
For small- to mid-sized companies that are innovating, gaining shelf space, and connecting with kids — and kids at heart — through trend-driven products, packaging, and activations.
Distributor of the Year
Honoring a distributor that delivers top-notch service, reliability, and reach across channels.
Product Launch of the Year
Celebrating the most effective, creative, and buzzworthy product launch.
Juvenile Product Launch of the Year
Honoring the most outstanding new product aimed at babies and toddlers — blending design, function, and developmental value.
Cultural Moment of the Year
Honoring the products that connected with a wider audience beyond the toy industry and became a part of the mainstream conversation.
Viral Hit of the Year
Honoring products or content that broke through the noise with massive engagement.
Influencer Activation of the Year
Recognizing influencer partnerships that connected authentically and drove buzz.
The Cinematic Art of Selling Fun: Commercial of the Year
Celebrating the best TVC (TV commercial) for a toy or game intended for TV, digital, streaming, or display in a public forum (movie theaters, etc.).
Toy Inventor of the Year
Celebrating a creator or creative team whose toy innovation made a notable market impact.
Game Inventor of the Year
Recognizing excellence in tabletop game development and design.
Brand Refresh of the Year (New for ’27!)
Honoring a legacy brand, product line, or franchise that found new energy through updated design, positioning, packaging, storytelling, retail strategy, or fan engagement.
Packaging Innovation of the Year (New for ’27!)
Recognizing standout packaging that improves shelf impact, sustainability, unboxing, play value, collectibility, or consumer clarity.
Location-Based Experience of the Year
Recognizing immersive events or installations that deliver new play or branded experiences.
Licensing Program of the Year
Recognizing exceptional use of a brand in the hands of licensees and/or outbound licensing programs, bridging toys and consumer products.
Crossover Collaboration of the Year
Highlighting unexpected, brand mashups that created fresh excitement.
Entertainment Property of the Year
Spotlighting a property that drove merchandise demand through storytelling and fan engagement.
The overall Pulse of Play Award honors outstanding achievements in all categories of the business of play, including retail, manufacturing, design, sales, and beyond.
This award is chosen by the industry panel.
Nominations may be submitted by authorized company representatives, independent retailers, members of an anonymous, independent industry panel, and members of the Adventure Media & Events team.
Eligible work must have been completed, released, or made commercially available between Nov. 1, 2025, and Nov. 1, 2026. All submitted products must be commercially available and must comply with all applicable federal, state, local, and international laws, rules, regulations, and safety standards.
Adventure Media & Events reserves the right to determine eligibility at its sole discretion.
Submission Fees
There is no submission fee for independent retailers.
Submission fees for all other eligible entrants are as follows:
- Early Bird: June 1-July 31, 2026 — $249 per submission
- Standard: Aug. 1-Sept. 30, 2026 — $295 per submission
Submission fees are nonrefundable. Payment of a submission fee does not guarantee finalist or winner status.
Submission Requirements
Entrants are responsible for submitting accurate, complete information. By submitting a nomination, the entrant confirms that they are authorized to submit the entry on behalf of the company, brand, product, or campaign represented.
Adventure Media & Events may request additional information, images, product samples, or supporting materials to verify eligibility or assist in the review process. Failure to provide requested materials may result in disqualification.
Judging and Finalist Selection
Finalists will be revealed in January 2027. Finalists will be selected from eligible submissions by members of an anonymous, independent industry panel and representatives of Adventure Media & Events. Winners will be determined through voting by the independent industry panel and members of the Adventure Media & Events team. All judging decisions are final.
Winner Recognition
Winners will be honored in the 2027 edition of The BIG Toy Book, launching Feb. 20, 2027, at Toy Fair New York.
Each winner will receive one (1) commemorative trophy. Additional trophies may be purchased at a nominal fee to cover production and shipping.
Adventure Media & Events may also recognize finalists and winners across related websites, newsletters, social media channels, events, and other promotional platforms.
*Program details, categories, deadlines, fees, judging procedures, finalist announcements, winner announcements, publication plans, terms, and conditions are subject to change at the sole discretion of Adventure Media & Events.
Starting with our 2027 program, Pulse of Play Awards Winner and Finalist Seals will carry a modest licensing fee for B2C (consumer) packaging.
- B2B usage, including inclusion on trade show booths, signage, and activations, is not subject to any licensing fees.
- Usage on organic social media posts is also not subject to any licensing fees.
Contact bill@toybook.com for licensing details.
A limited number of presenting and category sponsorships are available for the 2027 program.
Contact: Jackie Breyer or James Devin for details.
The Pulse of Play Awards are more than a celebration of industry excellence — they’re an opportunity to give back.
A portion of proceeds from the 2027 awards program will be donated to organizations that serve children and families in need, including:
These organizations bring comfort, joy, and support to children facing illness, trauma, and instability — aligning with our belief that play has the power to heal, inspire, and uplift.
By entering The Pulse of Play Awards, you’re not just shining a spotlight on great work — you’re helping to make a meaningful impact beyond the toy industry.
About The Toy Book
The Toy Book®, published by Adventure Media & Events, has been on the Pulse of Play™ as The Official Trade Publication Serving the North American Toy Industry since 1984™. Its seasoned editorial staff maintains close relationships with retailers, manufacturers, industry analysts, and market research groups to keep its finger on the pulse of what’s hot and what’s next. The Toy Book covers toys, games, licensing, video games, kids and family entertainment, business trends, retail, and more. Its first issue debuted in print at the North American International Toy Fair in New York in February 1985. The Toy Book also publishes The Toy Report®, an industry newsletter released on Thursday mornings.
About Adventure Media & Events
Adventure Media & Events, LLC (AM&E) is the publisher of The Toy Book®, The Official Trade Publication Serving the North American Toy Industry since 1984™; The Toy Insider®, the leading consumer guide to kids’ toys, tech, and entertainment; The Pop Insider®, the only publication dedicated exclusively to licensed merchandise for “kidults” and pop culture enthusiasts; and The Licensing Book®, a trade publication serving the licensing industry. The company also produces live events and awards programs for B2B, media, and consumer audiences, including The Toy Insider’s Holiday Gift Guide™, Sweet Suite®, Holiday of Play®, The Toy Book’s Pulse of Play Awards™, and The Pop Insider’s Collectors’ Choice Awards™.
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