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Squishmallows from Jazwares Takes Home Toy of the Year Award for 2023 and Monster High Skullector Line from Mattel Honored with People’s Choice Award

TOTY 2023 Finalists Toy of the Year Awards

Squishmallows by Jazwares and the Monster High Skullector Line by Mattel have received top honors, taking home the 2023 Toy of the Year (TOTY) Awards’ coveted overall “Toy of the Year” award and “People’s Choice” honor, respectively. A representation of the most creative, imaginative, and fun products perfect for gifting this holiday season, The Toy Foundation (TTF) previously announced the product category winners at the 2023 TOTY Awards celebration in September.


Squishmallows earns the “Toy of the Year” recognition for the third year in a row, a testament to its global fandom that continues to capture the hearts of millions of children and adults alike. Also named “Plush Toy of the Year” and “Collectible of the Year” during the awards celebration, Squishmallows has more than 2,500 personalities to deliver immense comfort and joy through its soft, squeezable plush toy design.


Determined solely by consumer votes, the Monster High Skullector Line of dolls earns the “People’s Choice” recognition. This limited-edition line of collector dolls reimagines horror icons and popular entertainment properties through the lens of Monster High. Each doll’s premium fashions and styling, displayable packaging, and hidden easter eggs has created a devoted fan base.


“Congratulations Jazwares and Mattel, your winning products are outstanding examples of the creativity and imagination advancing the world of play,” said Pamela Mastrota, executive director of The Toy Foundation. “In addition to celebrating the toy industry, the TOTY Awards support The Toy Foundation’s work delivering joy to children in need and we are grateful for the toy industry’s continued commitment to philanthropy.”


Earlier this year, hundreds of companies submitted their toys, games, and other playthings to the TOTY Awards. An independent panel of play experts, journalists, academics, retailers, and other toy experts reviewed and ranked the products to determine the 122 finalists. Category winners were determined by votes from consumers, The Toy Association™ members, retailers, and media. The overall Toy of the Year winner was determined by a panel of expert judges; the People’s Choice winner was selected based on votes cast by the public at All results are audited for accuracy, including the judging and voting process.


The TOTY Awards are a critical fundraiser uniting the toy industry in support of children in need. The industry raised $1 million, which directly supports TTF’s Diversity, Equity, and Inclusion Pipeline program fostering the next generation of diverse talent for the industry; the Play Grants program, which improves pediatric care through play; and the Toy BankSM, which distributes toys to children in need around the world.


Follow TTF on LinkedIn, Instagram, and Facebook to learn more about the toy industry’s impact delivering play to children in need.


For more information about the TOTY Awards voting and selection process, visit