Primal Hatch Roars to Victory at 2026 Toy of the Year Awards
The toy industry celebrated innovation and philanthropy at the 2026 Toy of the Year (TOTY) Awards, with Spin Master’s Primal Hatch taking home the coveted “Toy of the Year” award. The annual gala, often dubbed the “Oscars” of the toy industry, raised over $1 million for The Toy Foundation™ (TTF), supporting its mission to deliver play to children in need.
Interactive Dinosaur Dominates Competition
Primal Hatch, an interactive Tyrannosaurus rex that hatches from an egg and can be trained by children, was the clear winner of the evening. The toy also secured the “Action Figure of the Year” title, demonstrating its broad appeal and innovative design. According to a company release, Primal Hatch represents a new generation of interactive play experiences.
Pokémon Captures “People’s Choice” Award
Alongside the industry accolades, consumer favorites were also recognized. The Pokémon Trading Card Game: Mega Evolution Elite Trainer Box from The Pokémon Company International won the “People’s Choice” award, garnering the most online votes from fans. The box celebrates the return of Mega Evolution Pokémon to the popular trading card game with new artwork and collectible components.
Hall of Fame Honors Industry Pioneers
The gala also honored several key figures in the toy industry with inductions into the Toy Industry Hall of Fame. Melissa and Doug Bernstein, founders of Melissa & Doug, and Isaac Larian, founder & CEO of MGA Entertainment, were formally recognized for their contributions. The Hall of Fame also posthumously honored Stanley Weston, inventor of the G.I. Joe action figure and founder of Leisure Concepts. Inductees are showcased at The Strong National Museum of Play in Rochester, New York.
Philanthropic Efforts Drive Impact
Proceeds from the TOTY Awards will directly benefit The Toy Foundation’s ongoing efforts to expand toy distribution globally, fund grants for play-based therapy in children’s hospitals, and bolster disaster relief initiatives. Opportunities to contribute include participating in an online auction, open through February 17, featuring curated experiences and getaways, as well as direct cash donations.
“The TOTY Awards celebration is a powerful reminder of the impact play has in children’s lives,” said Pamela Mastrota, executive director of The Toy Foundation. “Congratulations to this year’s winners and finalists for raising the bar on what it means to deliver meaningful, imaginative play experiences, and to the toy community for collectively raising more than $1 million to support The Toy Foundation’s mission. We are proud to channel the industry’s incredible passion for play into creating a momentous impact on children in need.”
New Humanitarian Award Launched
The Toy Association introduced the Alan G. Hassenfeld Humanitarian Award at the gala, honoring the legacy of the late Alan Hassenfeld, former CEO of Hasbro and a prominent philanthropist. The annual award will recognize individuals or organizations demonstrating exceptional leadership in humanitarianism and a commitment to bringing joy to children.
The Toy Association, founded in 1916, represents businesses involved in creating and delivering toys and youth entertainment products, with an annual U.S. economic impact of $155.7 billion. The organization remains dedicated to promoting the developmental benefits of play and ensuring toy safety, building on its 40-year history of establishing comprehensive safety standards. To date, The Toy Foundation has delivered the joy of play to 33 million children in need worldwide.
