Independent Toy Awards 2026
Now in our 19th year, the Independent Toy Awards enjoy unrivalled respect within the industry, thanks to being voted for not by "experts," "testers," or "panels," but by those at the sharpest end of the industry: the nation's independent toy retailers.
We are uniquely positioned to host such awards due to our ever-growing network of independent toy retailers that list themselves on this website for free.
2026 Gold Medal Winners (See the winners)
To be a gold medal winner in the Independent Toy Awards, you need to not only have a first-class product but also be well respected and trusted within the independent toy trade.
2026 Silver Medal Winners (See the winners)
A large number of products that won silver were so close to a gold medal that a vote or two either way would have tipped the balance. As well as household-name companies, you'll notice a generous smattering of small companies too, which just goes to show how our awards aren't about marketing muscle; they're about having a great product.
2026 Bronze and Commended Medal Winners (See the winners)
The quality of products submitted that won both bronze and commended medals this year only goes to show how closely fought our awards can be.
Take a look at all the Mr. Independent Toy Awards postcards from years gone by.
Tess Parsons-Broome (Senior Marketing Manager UK&I at Just Play UK)
The Sesame Street Tickle Me Elmo Giggle Max brings back the classic Tickle Me Elmo 30 years on, bigger and gigglier than ever before, and it has been an incredibly well received, exciting reboot. To be recognised in the Independent Toy Awards with gold in the Preschool category is an honour for our whole team and the hard work they put in.
QUOTES FROM THE 2026 WINNERS
Ben Gibson (Managing Director at Micro Scooters UK)
For more than 20 years, Micro has been renowned for scooters built with exceptional care and attention to detail. We’re thrilled to see the same qualities recognised in our exciting new balance bike range, and incredibly proud that the Balance Bike Ultra has won gold.
Ben Lawless-Jennings (Head of Marketing at CONNETIX)
We’re incredibly proud to receive Gold in these awards and be recognised by independent toy retailers. The Ball Run Galaxy Pack showcases the innovation, creativity and dedication that drives everything we do at CONNETIX, and we're delighted to see it making such a strong impact for both families and retailers.
Vishnu Chandran (CEO at Wild Republic)
We’re incredibly proud to see Flipkins recognized with both Gold and Silver at the 2026 Independent Toy Awards. Flipkins was designed to bring movement, sensory play and fun together in a way that keeps kids engaged. To be recognized by the UK independent toy community in both Sensory and Special Needs and Novelty is especially meaningful as we continue to create thoughtful sensory experiences that encourage connection, curiosity and, most importantly, play with care.
Lisa Tauber (EVP, Marketing at Jakks Pacific - Disney)
We're absolutely delighted that our New Disney Princess Light & Style Rapunzel doll has won a Gold Medal! It’s so exciting to see our Jakks Pacific "My Friend Rapunzel Light & Style Doll" being recognized for its beautiful design and innovation in hair play!! We can't wait to see the product in girls' hands! Thank you to all the independents for helping us share the magic with consumers.
Sara Pirani (Communication Lead at Lisciani
We are incredibly proud that our Slumi Squish & Slime 2-in-1 has been recognised with a Gold Award. This award celebrates our commitment to creating innovative play experiences that combine sensory exploration, creativity and emotional wellbeing. In today’s fast-paced world, Slumi offers children a hands-on and relaxing way to disconnect, focus and express their imagination through play. By combining the fun of slime and the magic of squishy creations, this unique 2-in-1 concept encourages children to create, customise and explore endless possibilities, turning every squeeze into a moment of creativity and relaxation.
Dave Poulter (Managing Director at MV Sports)
We’re absolutely delighted to receive a gold medal for our Kickmaster Target Shot. This recognition means a great deal to the team, who set out to create a product that encourages active, outdoor play while building skills and confidence in a fun, engaging way. We are excited to continue inspiring more kids to get outside and play.
Rachel Lowe MBE (Founder & Creator, Destination)
We’re absolutely delighted that Destination: The Repair Shop has received a Gold Independent Toy Award. It means a great deal to have the game recognised by independent toy retailers, who play such an important role in our industry. The Repair Shop is such a much-loved programme, and it has been wonderful bringing its warmth, nostalgia and storytelling to life through the Destination game. We’re incredibly proud of it.
Will Collinson (General Manager, UK & Europe at ZURU)
We’re absolutely thrilled to see Fuggler Baddies take Gold. Fuggler has never behaved like a traditional plush brand – it’s weird, irreverent, proudly ugly and completely comfortable being different. Baddies takes that attitude and dials it up even further, with a real fashion edge and some of the most expressive characters we’ve created yet. The momentum behind Fuggler right now is phenomenal, with kids and kidults alike, and we’re having a huge amount of fun continuing to push the boundaries of where this brand can go. Watch this space – there’s plenty more "madness" to come.
Tara Strickland (Head of Design at SANTORUS USA LLC)
Three years, three Golds – we’ll definitely take that! What makes this one particularly special is that each award has recognised a new evolution of the same original concept. As a British company, it means a great deal to be recognised on home turf by the UK toy industry and, in particular, by independent retailers – who we believe play such an important role in championing original ideas and giving new products a chance to shine. We’re incredibly proud to see our continued drive to innovate recognised for a third year running.
David Mordecai (CEO, One For Fun)
We are delighted to be awarded Gold for our Fidgix Spinning Sphere. The Fidgix range of fidget toys is designed to appeal to a wide age range. Desk toy or playground fidgets these toys keep your mind focussed and are a new take on sensory play. One for fun are happy to be leading the field in this category and this Gold award is a great accolade.
Rob Piesse (Senior Product Developer at Lucky Egg)
Oinkredible. Quite honestly, I'm chuffed - we set out to design a family game around making grown adults snort like pigs, and feel like kids again, and somehow the judges saw the genius in that. Huge thanks to everyone who playtested it (and to everyone whose dignity was sacrificed along the way). This one's for anyone who's ever laughed so hard they snorted.
Kerry Tarrant (Head of Marketing & Brand at WOW! Stuff)
It’s amazing to win Gold for our Fuggler Puppetronics – and even more so to be recognised in the Electronic category. Fugglers are a real cult phenomenon, loved for their outrageous personalities, and with Puppetronics we’re bringing those personalities to life in a whole new way, giving Fugglers a voice for the very first time. The leading-edge technology allows us to take the character experience beyond traditional play, giving fans a more immersive and expressive way to interact with the Fugglers they love. Every sound, reaction and expression creates a play experience that’s every bit as bold, quirky and entertaining as the characters themselves!
Karen Clarke (Brand Director, Smart Toys & Games)
We are thrilled to be awarded Gold in the Educational Games category for the third year in a row! Hansel & Gretel™ is our new fairy tale game that whisks young players off to a magical world full of exciting puzzle challenges. Using the beautifully illustrated picture book little ones will love telling the classic fairy tale story with a modern-twist in their own words. Our fairy tale collection is an immensely popular range with our lovely independent trade customers and so from all of us at Smart Toys & Games, we would like to thank everyone that kindly voted for us again this year, we really appreciate all of your support!
Alex Murty (Head of Sales at Scrungo)
We’re absolutely thrilled that Fish n Chips has won Gold in the Independent Toy Awards. At Scrungo, we believe games should be both fun and affordable, and Fish N Chips is the perfect example of that. A huge thank you to David Snow at Fantastic Factory, who designed the game and created something brilliantly simple, fun and chaotic. It means a lot to see it recognised and we can’t wait to see even more families battling it out over fish, chips and those pesky seagulls!
Brian O'Donnell (Managing Director, All Jigsaw Puzzles)
I'm so pleased that this is the second year running we've won a Gold Medal at the Independent Toy Awards. This time it's for our Cheesemonger's Map of British & Irish Cheese, which means the world to me. This puzzle was the brainchild of Dominic Beddow who realised that the map in Ned Palmer’s amazing book – beautifully illustrated by Claire Littlejohn - would make a fantastic puzzle. I couldn't be happier to see their work celebrated like this.
Debra Tiffany (Marketing Manager at Brainstorm)
We love EUGY! The brand just keeps on growing and to have the new Wobbly collection recognised in the Independent Toy Awards is a huge boost. This new addition has been well received and we’re proud of EUGY’s eco credentials and delighted to have a Gold in this category.
Jeremy Boreham (Managing Director at Buddy and Barney)
At Buddy & Barney, we design bath toys to make bath time fun, more imaginative and genuinely enjoyable. A Gold Award for our Playtime Pets Bath Puzzles is a wonderful celebration of that.
Carmel Wright (Marketing Manager at Trends UK)
We’re delighted that the Science Mad! Squishy Dissectables Kit has been named as one of the best STEM toys in 2026 by independent toy retailers. Squishy Dissectables offers a fun, hands-on introduction to animal anatomy while encouraging curiosity, fine motor skills and STEM-focused discovery.
Kieran McNamara (Head of Sales at Winning Moves)
We've been delighted by the reaction to our World Football Stars Gift set. The World Cup has been a key factor in helping to establish it at retail, but being a nation of Footy fanatics, the enduring theme of Football means that our range has year-round appeal and we're excited about the potential going into the business end of the year.
Maria Cockerill (Marketing Executive at Zimpli Kids)
We’re thrilled to receive a Gold Medal in the Independent Toy Awards! We’re so proud to see our products recognised for their creativity and for making bath time more fun. It’s a fantastic achievement for the whole Zimpli team.
Jaques of London
As the originators of croquet, creating Children's Animal Croquet felt like a natural evolution for us, bringing the game we've loved for generations to a younger age group, so families can play together. We're honoured to receive this award and incredibly proud of this product, not just for its uniqueness, but for the beautiful wooden craftsmanship that goes into creating all our products.
