The Toy Association’s People of Play division has unveiled its finalists for the 2025 Toy & Game International Excellence Awards, and Mattel is leading the pack with the most nominations.

A public voting period to determine the winners begins today and runs until October 24. The toy industry’s inventors, designers, retailers, marketers and PR teams will then assemble on November 8 for the awards ceremony in Rosemont, Illinois, where the winners are to be announced. 

Mattel cornered 10 nominations and could win trophies for Adult/Family Games Innovator of the Year (UNO Show ‘Em No Mercy), Breakout Innovator of the Year (Hot Wheels Team and Mattel Brick Shop), Innovative Retailer of the Year (Mattel Creations) and Innovative PR and Marketing Team of the Year (Hot Wheels & Ferrari). 

Spin Master (five), Mindware (five) and Moose Toys (four) also fared well in the shortlist.

Always one of the hottest categories in the field is Innovative License of the Year, which will see the Play-Doh x Barbie (Hasbro and Mattel) product range face off against Stitch-branded Sticki Rolls (Sky Castle), Strawberry Shortcake: Berry Besties Bakeoff (Maestro Media), Carlyle Nuera-designed Barbie You Create dolls, Hot Wheels & Formula 1 assortment (Mattel, pictured) and A Daily Cloud: The Game (Mindware).

A full list of 2025’s nominees is up on the TAGIE website.